# Disney+ and Hulu subscription and advertising updates > Live situation record from CLSTR: https://clstr.news/situations/disney-subscription-advertising-policy-updates > Updated: 2026-09-27T19:08:31.000Z. Sources: 133. Developments: 7. Disney continues to evolve its streaming business model by implementing price increases alongside expanded advertising rights. In the United States, the cost of Disney+ and Hulu ad-free premium tiers is rising by approximately 13% to $21.49 per month. The Disney+/Hulu Premium bundle is also set to increase to $21.99. These hikes reflect a strategic shift toward prioritizing profitability over subscriber growth. This latest adjustment marks the fourth price hike in four years. Since its U.S. launch in 2019 at $6.99 per month, the ad-free cost for Disney+ has more than tripled, with the new Premium price now exceeding the ad-free offering from Netflix. To encourage bundling, Disney has structured its pricing so that the ad-supported bundle remains at $12.99, making it only 50 cents more expensive than a single standalone ad-supported service. Ad-supported standalone plans for both services have increased by $0.50 to $12.49 per month. Other bundle options involving ESPN or HBO Max will also see increases ranging from $2 to $3. These changes take effect immediately for new subscribers, while existing customers will see the new rates applied to their next billing cycle. In Europe, the company has updated subscriber agreements to permit advertisements, sponsorships, and promotional content across all plans, including those marketed as ‘ad-free.’ While Disney states that premium tiers will not feature traditional mid-program commercial breaks, the new language provides more flexibility to include advertisements before and after playback, as well as during live programming and special events. No official price increases have been announced for the German market yet. ## Timeline ### 2026-09-27: Disney+ increases subscription prices in the United States Disney is raising Disney+ subscription prices in the US, with the ad-free Premium plan increasing to $21.49 per month. 3 sources. https://clstr.news/cluster/disney-increases-subscription-prices-in-the-united-states ### 2026-09-25: Disney+ updates terms for ad-free subscription tiers Disney+ has updated its terms to allow trailers and branded content in its ad-free subscription tiers, though live broadcasts may still include commercial interruptions. 3 sources. https://clstr.news/cluster/disney-updates-terms-for-ad-free-subscription-tiers ### 2026-09-24: Disney raises prices for Disney+ and Hulu streaming subscriptions Disney is raising prices for Disney+ and Hulu subscriptions. Ad-free standalone plans will rise to $21.49 per month, while ad-supported plans will increase by $0.50. 14 sources. https://clstr.news/cluster/disney-raises-prices-for-disney-and-hulu-streaming-plans ### 2026-09-22: Disney raises prices for Disney+ and Hulu streaming subscriptions Disney has raised prices for Disney+ and Hulu subscriptions. Ad-free standalone plans and premium bundles are increasing, while the ad-supported bundle remains at $12.99 to encourage packaging. 73 sources. https://clstr.news/cluster/disney-updates-terms-to-allow-ads-on-all-disney-tiers ### 2026-09-20: Disney+ updates terms to allow ads and promotions on all subscription plans Disney+ is updating its terms to allow promotional content, sponsorships, and ads before or after playback on all plans, including Premium, though mid-roll ads for on-demand content remain restricted. 40 sources. https://clstr.news/cluster/disney-updates-terms-to-allow-ads-on-all-subscription-tiers ### 2026-09-18: Disney+ updates terms to allow ads on all subscription tiers Disney+ is updating its terms to allow advertising and promotional content across all subscription tiers, including “ad-free” plans, through sponsorships and pre/post-roll content. 4 sources. https://clstr.news/cluster/disney-updates-subscription-terms-to-allow-for-advertising ### 2026-09-15: Disney+ to introduce advertising in all subscription tiers Disney+ is updating its terms to allow advertising in all subscription tiers, including Standard and Premium plans, affecting previously ad-free experiences. 8 sources. https://clstr.news/cluster/disney-to-introduce-advertising-across-all-subscription-tiers --- Cite as: Disney+ and Hulu subscription and advertising updates. CLSTR, https://clstr.news/situations/disney-subscription-advertising-policy-updates