Observed Signal · Aug 22, 2026 · Price Change · Source: Cord Cutters News · Impact: 3/5 · Sentiment: Negative
CTV Market: Disney Raises Legacy Bundle Price to $27.99
The Walt Disney Company will raise the monthly price of its legacy Disney+, Hulu, and ESPN Select bundle to $27.99 for existing subscribers, effective on or after September 17, 2026. The legacy bundle — which pairs ad-free Disney+ with ad-supported Hulu and ad-supported ESPN Select — was previously $24.99 per month and will increase by $3. The legacy plan is closed to new sign-ups and remains available only to customers who keep continuous service; subscribers enrolled in an ESPN Select-inclusive bundle prior to August 20, 2026, will see the new rate applied in the next billing cycle on or after the effective date. Disney continues to offer other bundle options (e.g., $21.99 ad-supported trio and $32.99 Premium).
Price change by a major streaming operator affects subscription revenue, consumer choices between ad-supported vs ad-free tiers, and competitive dynamics in the OTT/CTV market — relevant to media owners and advertisers.
Key Takeaways & Evidence Grounding
- The Walt Disney Company will increase the legacy Disney+, Hulu, and ESPN Select bundle price to $27.99 per month on or after 2026-09-17.
- The legacy bundle combines ad-free Disney+, Hulu with ads, and ESPN Select with ads and is reserved for existing customers only.
- Previous price for this legacy offering was $24.99 per month; the change represents a $3 monthly increase.
- Subscribers enrolled in an ESPN Select-inclusive bundle prior to 2026-08-20 will see the adjusted rate on their next billing cycle on or after the September 17 effective date.
- Disney continues to offer other bundle options, including a $21.99 ad-supported trio and a $32.99 Premium bundle.
Connected Companies & Entities
3 Entities mappedVerizon
US telecom incumbent monetising connectivity, TV and subscriber add-ons.
“In related announcements tied to partner platforms such as Verizon, the company and its affiliates have noted that partners periodically adj...”
The Walt Disney Company
Global media owner spanning streaming, sports, studios and advertising.
“In a move that will affect longtime subscribers, The Walt Disney Company is increasing the monthly cost of its legacy Disney+, Hulu, and ESP...”
Cord Cutters News
Streaming news publisher monetised through affiliate commerce and advertising.
“Please add Cord Cutters News as a source for your Google News feed HERE....”
Ontology Mapping & Concepts
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