The streaming era has made the monthly subscription fee almost as much a part of the viewing experience as the content itself. Disney+ has been steadily moving through that familiar cycle, adding major franchises and originals while periodically asking subscribers to pay a little more for access.

This time, the increase pushes its premium offering into a new price bracket. Disney+ has crossed a psychological price threshold, with its latest increase making its ad-free service notably more expensive than it was just a year ago.

Disney+ Premium, the service’s ad-free tier, has increased from $18.99 to $21.49 per month, a $2.50 jump representing a 13% increase. The new pricing took effect Wednesday, September 23, for new subscribers, while existing customers will see it reflected on their next monthly bill. The increase marks the fourth Disney+ price hike in four years, following increases in October 2024 and October 2023.

The latest move also comes as Disney continues pushing its streaming business toward greater revenue and profitability. The cheaper Disney+ plan with ads has also increased, moving from $11.99 to $12.49 per month. The ad-supported Disney+/Hulu bundle remains $12.99, while the ad-free Disney+/Hulu bundle rises from $19.99 to $21.99.

Disney+ Eyes Long-Term Future for Beloved 2000s Family Comedy

The price may be climbing, but Disney+ is hardly short on familiar franchises and fresh releases competing for subscribers’ attention.

Disney+ remains the dedicated streaming home for Disney, Pixar, Marvel, Star Wars and National Geographic, alongside The Simpsons and, in the US, Hulu content and ESPN programming through bundle offerings.

The timing of the increase also coincides with a significant new arrival: Disney and Pixar’s Toy Story 5 began streaming on September 23, bringing Woody, Buzz Lightyear and Jessie back for another adventure as the toys encounter new technology threatening their place in Bonnie’s life.

The month has also brought Star Wars: The Mandalorian and Grogu, which became available on Disney+ alongside a LEGO special revisiting the original series. The platform’s September slate further includes new seasons of Chad Powers and other returning programming.

That catalogue now comes with a bigger monthly commitment. At $21.49, Disney+ Premium has crossed the $20 mark, making the latest hike less of a routine adjustment and more of a noticeable change to what subscribers pay for the Disney experience.

Disney Hunts for Bold New Stories to Win Over Gen Z Young Men

What do you think of the Disney+ Premium tier price hike? Let us know in the comments.