Disney+ and Hulu add to the growing trend of streaming inflation
Disney+ and Hulu add to the growing trend of streaming inflation
Disney+ 和 Hulu 加入了流媒体涨价的增长趋势
Streaming is getting more expensive again. Disney is the latest media giant to raise prices for its streaming services, adding to a growing pattern across the industry. The increases come roughly a year after Disney’s last major streaming price hike. 流媒体服务再次变得更加昂贵。迪士尼是最新一家提高流媒体服务价格的媒体巨头，这加剧了整个行业日益明显的涨价趋势。此次涨价距离迪士尼上一次大规模流媒体价格调整大约过去了一年。
Disney is raising the price of its ad-free Disney+ and Hulu bundle to $21.99 a month, up from $19.99, whereas the ad-free stand-alone plans are each rising to $21.49 per month, up from $18.99. The company is also increasing the price of its stand-alone ad-supported Disney+ and Hulu plans to $12.49 a month. The new prices are reflected on Disney+’s support page. Bloomberg was the first to report the changes. 迪士尼将无广告版 Disney+ 和 Hulu 套餐的价格从每月 19.99 美元提高到 21.99 美元，而无广告的独立订阅计划价格则分别从每月 18.99 美元涨至 21.49 美元。该公司还将含广告的 Disney+ 和 Hulu 独立订阅计划价格提高至每月 12.49 美元。新的价格已在 Disney+ 的支持页面上更新。彭博社率先报道了这些变动。
Disney+ and Hulu are hardly alone. Streaming companies have spent the past several years steadily increasing prices. Peacock and Apple TV also raised prices in August, while Netflix increased prices earlier this year. Disney+ 和 Hulu 并非个例。过去几年里，流媒体公司一直在稳步提高价格。Peacock 和 Apple TV 也在 8 月份提高了价格，而 Netflix 则在今年早些时候进行了涨价。
When Disney+ launched in 2019, its basic monthly subscription cost $6.99. Since then, the service has gradually moved further away from that intro price as Disney has tried to turn streaming into a profitable part of its entertainment business. 2019 年 Disney+ 推出时，其基础月度订阅费用为 6.99 美元。自那时起，随着迪士尼努力将流媒体业务打造为娱乐业务中盈利的一部分，该服务的价格已逐渐远离最初的定价。
The latest increases come as streaming remains an increasingly important part of Disney’s overall business. In its third-quarter 2026 results, Disney said entertainment streaming revenue from Disney+ and Hulu rose 11% to $5.5 billion, driven by subscriber growth and the impact of previous price increases. 此次涨价正值流媒体在迪士尼整体业务中变得愈发重要之际。在 2026 财年第三季度财报中，迪士尼表示，得益于用户增长和此前涨价的影响，来自 Disney+ 和 Hulu 的娱乐流媒体收入增长了 11%，达到 55 亿美元。
At the same time, Disney appears to be exploring new ways to expand its streaming business beyond simply raising subscription prices. The company has reportedly explored the possibility of introducing a free tier for Disney+. This could put the company in more direct competition with platforms such as YouTube and Tubi, which have been capturing a growing share of consumers’ viewing time. 与此同时，迪士尼似乎正在探索除单纯提高订阅价格之外，扩展流媒体业务的新途径。据报道，该公司已探讨过为 Disney+ 引入免费层级的可能性。此举可能使该公司与 YouTube 和 Tubi 等平台展开更直接的竞争，这些平台目前正占据着消费者越来越多的观看时间。
Earlier this month, Disney+ also introduced “Playlists,” a new feature designed to help users discover and continuously watch curated selections of content. The company is making changes on the technology side as well. Disney recently hired Karandeep Anand as its first-ever chief technology officer. Anand is the former CEO of Character.AI, a company Disney previously accused of infringing on its intellectual property. 本月早些时候，Disney+ 还推出了“播放列表”（Playlists），这是一项旨在帮助用户发现并连续观看精选内容的新功能。该公司在技术层面也在进行调整。迪士尼最近聘请了 Karandeep Anand 担任其史上首位首席技术官。Anand 是 Character.AI 的前首席执行官，而迪士尼此前曾指控该公司侵犯其知识产权。