Disney+ Subscription Update: Price Increase Coming to Ad-Free Premium Tier
Yesterday in the Walt Disney Company Q2 Earnings Call it was noted that Ad-Free Premium Tier Disney+ Subscription would be experiencing a price increase later this year.
The company has not disclosed the exact amount of the upcoming cost increase, nor have they clarified whether it will affect the Disney+ Basic tier.
Bob Iger, the current CEO of The Walt Disney Company, has expressed the company’s intention to leverage “price elasticity” for their streaming service, Disney+. Their goal is to increase the differentiation between ad-supported and ad-free subscriptions. Additionally, they aim to drive more subscriptions to the Disney+ Basic Tier, despite its lower price point.
Regarding this matter, Iger stated, “We have only scratched the surface of what we can achieve with advertising on Disney+. I am optimistic about our long-term advertising strategy. Furthermore, the pricing adjustments we have already implemented have yielded positive results, and we plan to raise the price of our ad-free tier later this year to better reflect the value of our content.”
The company is pursuing this strategy due to the significant growth potential of digital advertising, particularly within the Disney+ Basic subscription tier. Iger sees this as an opportunity to generate substantial revenue through the ad-supported service.
Additionally, European subscribers can anticipate the introduction of the Disney+ Basic ad-tier subscription later this year. However, specific details regarding its release have yet to be disclosed.
This price increase was piggybacked on the news that Disney will launch a combined app for Disney+, ESPN+, and Hulu later this year.
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