Hulu keeps raising prices primarily due to increasing costs to produce and license original and exclusive content, as well as operational expenses. Disney, which owns Hulu, announced a price increase effective October 21, 2025, raising the Hulu ad-supported plan from $9.99 to $11.99 per month, while keeping the ad-free premium version at $18.99 per month. The price hikes are part of Disney's ongoing strategy to monetize its streaming content more aggressively and strengthen streaming revenue amid a highly competitive and costly streaming market. Additionally, increases reflect adjustments to cover rising content and licensing costs, especially for premium live TV packages. This marks the third consecutive year Disney has raised prices for Hulu and Disney+ streaming services.
The timing of the price increases has also been notable, coinciding with subscriber controversy and cancellations stemming from events such as the temporary suspension of "Jimmy Kimmel Live!" on ABC, though the price hikes themselves are driven by longer-term financial strategies rather than singular events.
