Disney plans to increase the price of its ad-free Disney+ subscription to $13.99 per month starting October 12.
This corresponds to an increase of 27%. The subscription with ads is still $7.99 per month.
Starting November 1, the giant will expand its offering to select markets in Europe and Canada.
Disney also decided to increase the price of Hulu without ads, which will cost its subscribers $17.99 per month, a 20% increase.
In comparison, Netflix’s standard ad-free plan costs $15.49 per month.
Disney justifies this decision by saying that its content is on par with its competitors.
Disney increased the price of Disney+ by $3 per month last year.
Disney would therefore attempt to drive users to its ad-supported services by maintaining the same prices for those services.
Immediately after its December launch, Disney attracted 3.3 million subscribers to its ad-supported service in the United States.