Disney Plus is getting another price hike

Disney is raising the price of Disney Plus subscriptions again as part of its mission to squeeze profits from its streaming service.

The new prices will go into effect on October 21st. The standalone plan with ads will increase by $2 to $11.99 per month, while the no-ads Disney Plus Premium plan will increase by $3 to $18.99 per month (with the annual subscription going up by $30 to $189.99 per year). Various bundles are getting price increases, too, and you can see all of the price hikes on a Disney Plus support page.

While the latest increases are in line with Disney’s past behavior, the timing isn’t ideal given the PR crisis that followed Disney temporarily pulling Jimmy Kimmel Live! off ABC. Disney announced that the late-night talk show was being restored after having “thoughtful conversations” with Kimmel, just six days after indefinitely suspending production over the host’s comments about the assassination of Charlie Kirk. The decision to pull the show sparked public outrage and calls to boycott subscriptions for Disney’s streaming services.

Journalist Marisa Kabas reported on Monday that Disney’s rush to restore Kimmel’s show may have been motivated by the planned Disney Plus price increases. Citing an unnamed Disney source, Kabas said that “with subscriptions hemorrhaging since last week, they couldn’t risk losing more users with this announcement.”