Disney+ Adds Ads to All Subscription Plans and Raises Prices Again

Disney+ originally offered subscribers a choice between ad-supported and ad-free streaming, with the premium plan guaranteeing uninterrupted viewing. Over time, streaming services across the industry have introduced ad-supported tiers as a way to offset rising content costs and subscriber churn.

Recently, Disney+ revised its user agreement, setting the stage for significant changes in how all its subscribers experience the platform. This move came as part of a broader trend among streaming giants to diversify revenue streams.

On September 19, 2026, Disney+ amended its subscriber agreement to permit advertisements on every plan, including the previously ad-free premium option. This change was first noticed by subscribers and widely discussed online.

By September 21, multiple outlets confirmed that Disney+ would indeed show ads across all subscription tiers. However, the nature of the ads differs by plan. For most users, ads will not interrupt programs, except in the standard ad-supported tier, where ads can appear during shows and movies.

There was initial confusion among subscribers and media about whether any completely ad-free option would remain. Some reports clarified that while ads are now allowed everywhere, only the standard ad-supported plan will feature ads during playback. In higher tiers, ads may appear before content starts or in other non-intrusive ways.

Just days later, on September 23, Disney+ and Hulu announced new price increases. Monthly costs for the ad-free premium plans of both services jumped to over $21, marking the sixth consecutive year of price hikes for Disney+.

Bundles combining Disney+ and Hulu now offer a lower price compared to subscribing to both services separately. The new prices took effect immediately for new customers, while existing subscribers will see the increases reflected in their bills next month.

As of late September 2026, all Disney+ subscribers will encounter some form of advertising, regardless of their plan. The specifics of how and when ads appear depend on the subscription tier, but no option is entirely ad-free.

Meanwhile, the cost of both Disney+ and Hulu has risen sharply, with standalone ad-free plans now priced above $21 per month. The changes have led to widespread debate among subscribers, and industry analysts are watching closely to see if these moves will impact subscriber numbers or prompt further changes.

It remains to be seen how subscribers will respond to the loss of a fully ad-free option and the higher prices. Disney+ and Hulu may face increased cancellations or pressure to adjust their offerings if backlash grows. Industry observers are also watching to see if other streaming platforms will follow suit.