Disney+ is raising prices for the 6th straight year — and Hulu is going up too

Disney+ is getting more expensive for the sixth year in a row.

The cost of the ad-free Disney+ and Hulu plans will imminently increase to $21.49 a month, up from $18.99 a month, a company spokesperson confirmed to Business Insider.

Bloomberg first reported the pricing change.

Disney is hiking the ad-free bundle of Disney+ and Hulu to $21.99 a month, up from $19.99, the spokesperson said.

Disney is raising the cost of its stand-alone, ad-supported Disney+ and Hulu plans to $12.49 a month.

The price of the ad-supported Hulu-Disney+ bundle is staying flat at $12.99.

Streaming services have consistently received price hikes as media giants strive to satisfy Wall Street.

However, companies like Disney and Netflix have hiked prices for ad-supported plans more gradually, reasoning that they can generate more incremental revenue from those subscribers and give customers a lower-cost alternative.

Peacock hiked prices in August and now charges $19.99 a month for its ad-free plan, up from $16.99, while its ad-supported version costs $12.99 a month instead of $10.99.

Netflix raised prices in March, asking subscribers to pay $2 more a month for its standard ad-free plan ($19.99) and the premium 4K plan ($26.99).

The cost of Netflix’s ad-supported plan rose by $1 a month to $8.99.

That plan is tied for the cheapest among major streamers with Paramount+ and the stand-alone ads version of Prime Video.

Apple TV increased its cost to $14.99 a month in August, up from $12.99.

The tech giant doesn’t offer an ad-supported tier.

Consumers have increasingly turned to free services like YouTube, Tubi, and The Roku Channel as streaming prices have risen in recent years.

Several Hollywood giants, including Disney and Paramount Skydance, are exploring adding free tiers to their streamers.