Disney+ Raises Streaming Prices Amid Kimmel Backlash

Disney is raising streaming prices once again, and the timing could not be worse. On October 21, 2025, monthly bills for Disney+, Hulu, and ESPN will rise by $2 to $3 across most tiers. Disney+ with ads will cost $11.99 per month, while the premium ad-free plan will jump to $18.99. Hulu’s ad-supported plan will also rise to $11.99, with bundles increasing in line.

The hikes come only weeks after Disney reinstated Jimmy Kimmel following his suspension — a controversy analysts say could cost the company more than $14 million in lost revenue. For many, the link feels obvious: Disney takes a hit on Kimmel, then subscribers cover the gap.

However some executives push back on that view. Reporting from TheWrap shows the hikes were scheduled months in advance and follow a yearly pattern. October has quietly become Disney’s “price hike month,” with similar increases rolled out in 2022, 2023, and 2024. CFO Hugh Johnston told investors that the strategy is clear: raise average revenue per user without relying only on subscriber growth.

On paper, the plan makes sense. Streaming costs are high. Disney funds massive budgets for Marvel, Star Wars, and Pixar while paying soaring sports rights fees for ESPN. Integrating Hulu into Disney+ has demanded new tech and fresh marketing. With cable subscribers in decline, Disney needs streaming to deliver profits. Wall Street sees discipline in sticking to October hikes, even during a summer of bruising headlines.

For audiences, though, optics matter more than logic. Subscribers only see higher bills on top of a controversy. The Kimmel fallout has already triggered boycotts, a flood of Disney+ cancellations, and a stock dip that erased billions in value. Now, customers face another price increase.

The hikes may not be tied to Kimmel, but perception often outweighs fact. Households do not follow investor calls or financial strategy. They notice timing, headlines, and rising costs. Disney has lifted prices almost every October for three years. Wall Street may applaud consistency, but subscribers are running out of patience.

Disney can justify the increases as sound business. The real question is whether viewers will keep paying while the company mishandles scandals and demands more money each fall. For many, the story feels simple: Disney stumbles, and the public pays.