As competition mounts and several streaming services struggle to hold on to their members, it’s hard to believe any would consider further price increases. But some are.
On Sept. 6, 2022, Hulu began sending out price increase notification emails to their customers. On Oct. 10, 2022, Hulu’s ad-supported plan will increase from its current price of $6.99 to $7.99 per month. Hulu’s ad-free plan will increase $2 monthly, from $12.99 to $14.99.
The move is part of across-the-board price increases for Disney+, Hulu, and ESPN+. Last month ESPN+ increased its monthly rate by $3 from $6.99 to $9.99 per month and its annual rate from $69.99 to $99.99. On Dec. 8, Disney will raise the price of its ad-free plan from $7.99 a month to $10.99, and incorporate a new $7.99 monthly plan that includes ads.
The price increases are largely due to higher than estimated losses due to increased content costs. The three services lost a combined $1.1 billion last fiscal quarter, over $300 million less than initially forecast.
Bundle packaging options and prices are also affected by the increases. Existing Disney+, Hulu, and ESPN+ with ads customers will see a $1 monthly increase, from $13.99 to $14.99. A new Disney+, Hulu, and ESPN+ bundle that includes ads will be $12.99 per month, while the price of all three services packaged without ads will remain $19.99 per month. Disney+ and Hulu will also introduce a new with-ads package for both services for $9.99 per month.
The letter reads:
The price of Hulu’s ad-supported plan will increase on October 10, 2022, to $7.99/month. The price adjustment will be reflected in your first billing cycle on or after October 10. Your payment method on file will be charged the new price unless you cancel before the start of your first billing cycle on or after October 10.*
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