Disney is Hiking Prices and Cracking Down on Password Sharing

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Bob Iger desires a continuous flow of profits to persist.

Following the announcement of declining streaming subscribers during their earnings call, Disney is undertaking a reconfiguration of their streaming service to enhance its profitability.

During the quarterly earnings call, Bob Iger reassured investors that a strategic plan was in place. He stated, “We are actively exploring methods to tackle account sharing and evaluating optimal approaches for paying subscribers to share accounts with friends and family. Later this year, we will introduce updates to our subscriber agreements, incorporating additional terms related to our sharing policies. In 2024, we will implement strategies to drive monetization.”

This crackdown on sharing also involves price increases. Starting from October 1, Disney+ Premium (ad-free) will cost $13.99 per month, ad-free Hulu will be priced at $17.99 per month, and ESPN+ will be available for $10.99 per month.

For those interested in bundling Hulu and Disney with no ads, the cost will be $19.99 per month. The extent of damage caused by password sharing to Disney and Hulu is a question worth considering.

Bob Iger disclosed, “I won’t provide an exact figure, but I can confirm that it’s substantial. What remains uncertain is the impact on subscriber growth as we gradually eliminate password sharing. While we anticipate a positive effect, we’re not making assumptions.” Iger further elaborated on the strategy, saying, “Our commitment is clear—by the year 2024, we will tackle this challenge. While the ramifications may become evident in 2024, the resolution might not be instantaneous within the same year. Yet, addressing this is a top priority, presenting an opportunity to fuel our business growth.”

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