Disney+ is joining the long list of streaming services that are raising their prices.
Beginning Oct. 12, the ad-free version of Disney+ will now cost $13.99 per month, a 27% percent increase from the current price of $10.99. The ad-free version of Hulu — which Disney owns a majority share of — will increase 20% from $14.99 to $17.99.
To make up for the price increase, Disney+ is now offering a new bundle that allows customers to receive the ad-free option of Hulu and Disney+ for $19.99 per month.
Reenua Jones, a master’s student studying public relations and advertising, says that having a bundle option makes a difference for students because of the convenience factor.
“When it just comes to students, we just have to pick and choose what we purchase and what we don’t like,” Jones said. “Today’s Tuesday, and I want tacos, but I don’t know if I’ll get them because you know, we have to be mindful of our dollar.”
The change in pricing follows Netflix’s decision to eliminate its basic ad-free plan, where new users must choose between the ad-supported program for $6.99 a month or their more expensive ad-free platform.
A decision to shift the pricing comes on the tails of Spotify, which increased its subscription rates in July.
Less than a year ago, Disney increased their subscription prices from $6.99 to $10.99 per month. Hulu barely falls under Netflix’s premium plan cost of $19.99 a month, despite its less extensive content library.
As streaming platforms continue to raise their prices, many college students who rely on these platforms for entertainment are hit the hardest when most of their finances are tied up in tuition payments and school fees.
Jones says that the increase in cost is unnecessary and feels like price gouging.
“I think it’s irritating considering the economy we’re in,” Jones said. “I think Disney should provide student deals like the Spotify and Hulu bundle, because as of right now, they don’t offer students anything.”
Students are able to purchase a special bundle of Spotify Premium and Hulu (With Ads) for just $5.99 a month.
Madison Price, a senior majoring in computer science, believes that the increase will cause people to share passwords or search for pirated content.
“I think it’s honestly going to make more people cancel their subscriptions,” Price said. “Why would I spend my money on this when I can just find the content somewhere else?”
Unfortunately for students, those workarounds won’t be working much longer.
Disney’s CEO Bob Iger announced in the Q3 conference call last month that Disney+ will begin to crackdown on password sharing in the upcoming calendar year. He believes the change in policy will cause more people to buy their own subscriptions.
“In calendar ‘24, we’re going to get at this issue,” Iger said. " We actually think that there’s an opportunity here to help us grow our business.”
Iger might have a point when it comes to students like Nila Cousar —a senior majoring in international relations and the global economy — who will not be deterred by the price increase.
“I use Disney+ for inspiration,” Cousar said. “My willingness to pay for it is pretty high. I would pay upwards of $20.”