迪士尼宣布自9月23日起上调Disney+和Hulu高级订阅服务价格1。其中Disney+ Premium计划月费从$18.99上升至$21.49，涨幅达13%；Hulu Premium价格也同步上调至$21.49/月1。此外，Disney+/Hulu Premium捆绑套餐从$19.99上升至$21.99/月，ESPN Unlimited则从$29.99上升至$31.99/月，自9月17日起生效1。
更引人注目的是，迪士尼同时更新了服务条款，允许所有订阅层级（包括原先宣传为无广告的Premium层）出现促销内容、赞助商广告以及播放前后的广告1。迪士尼将此举定性为对现有条款的"澄清"，但实际上这新增了在Premium层级播放前后显示广告的规定1。
价格上调之际，迪士尼原创内容的竞争力面临挑战1。据尼尔森数据，迪士尼在2026年上半年没有任何原创剧集进入前20排行，而Netflix《怪奇物语》以23.261亿分钟观看次数领先1。迪士尼内部数据显示，其热门原创《Daredevil: Born Again》以3.6亿分钟观看领先旗下其他作品，但《Wonder Man》首季仅获700万季度观看量1。
Disney announced price increases for its streaming services effective September 23, 2025, with Disney+ Premium climbing from $18.99 to $21.49 per month—a 13% increase 1. Hulu Premium pricing rose to $21.49 per month, while the bundled Disney+/Hulu Premium package increased from $19.99 to $21.99 per month 1. ESPN Unlimited also saw a bump, rising from $29.99 to $31.99 per month starting September 17 1.
The price hikes arrive alongside a significant change to the company's service terms. Disney updated its conditions to permit advertising across all subscription tiers, including the Premium level previously marketed as ad-free 1. The revised terms now explicitly allow "promotional content," "sponsored advertisements," and "advertisements before and after programming" as well as ads within channels, live events, special programs, and third-party services 1. Disney characterized this modification as a "clarification" of existing terms, though it effectively introduces front-and-back-of-program advertising to the highest-tier Premium offering 1.
The timing coincides with underwhelming performance from Disney+'s original content. The service produced no original series that ranked in Nielsen's top 20 programs during the first half of 2026 1. By contrast, Netflix's "Stranger Things" led the streamer rankings with 23.261 billion minutes viewed, while HBO Max's "The Pitt" captured the second position with 21.118 billion minutes 1. Among Disney's internal metrics, "Daredevil: Born Again" led with 3.6 billion minutes watched, though "Wonder Man" drew 7 million quarterly views compared to "Daredevil: Born Again" Season Two's 5.8 million 1.
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