Customers can lock in current rates by purchasing a yearly subscription before October 21, avoiding the upcoming price hikes.

Disney+ is set to raise subscription prices starting October 21, with the ad-supported tier increasing to $11.99 and the ad-free tier to $18.99, aligning with recent hikes across Hulu and ESPN.

The price hikes come amid ongoing controversy involving Jimmy Kimmel's suspension from his show following comments about Charlie Kirk's assassination, which sparked outrage and calls for boycotts of Disney's streaming services.

This controversy has led to some fans canceling their subscriptions in solidarity, adding to the challenges Disney faces in balancing public perception and profitability.

The timing of the price increase announcement appears strategic, aiming to avoid further backlash during a period of political tension and public debate.

Despite airing new episodes, Disney+ is facing delays in major franchises like MCU and Star Wars, with limited new content and a Bluey movie not expected until 2027.

The price hikes are scheduled to take effect after the current promotional discount ends on September 27, and it remains unclear whether existing subscribers will be automatically moved to higher rates or notified as required by law.

Disney justifies the increase as a strategic move to invest more in content and platform improvements, including expanded sports and entertainment options, citing growth driven by proprietary content.

Disney's CFO Hugh Johnston emphasized that future price increases will continue in line with the value provided to consumers.

The controversy surrounding Kimmel's suspension and the political tensions reflect broader challenges for Disney in managing profitability, public perception, and political sensitivities.

As of August, Disney reported 207.4 million subscribers across Disney+, Hulu, and ESPN+, with some consumers considering canceling subscriptions due to price increases and limited content.

The industry trend of raising subscription prices continues, with Disney's move aligned with efforts to boost profitability amid competitive pressures from services like Netflix and HBO Max.

The suspension of Kimmel's show was further complicated when Nexstar Media Group pulled it, citing offensive comments made during a tense political period, which added to Disney's ongoing challenges.