Hulu is increasing prices again as part of a planned price hike by Disney affecting Hulu, Disney+, ESPN Select, and their bundles, effective October 21, 2025. The price increase follows a trend of annual hikes over the past few years aimed at protecting short-term revenue amid rising content costs. The standalone Hulu plan with ads is rising from $9.99 to $11.99 per month, while the premium no-ads Hulu remains at $18.99. The timing of the hikes coincided with controversy around ABC's suspension of Jimmy Kimmel, which led to subscriber cancellations, adding backlash to the price increase announcement. However, the price hike was planned in advance to boost revenue despite risks of customer churn in a competitive streaming market. Disney also plans to fully integrate Hulu into Disney+ by 2026, which may affect future pricing and packaging strategies.
