Disney curiously hikes streaming prices before the dust has even settled

The Walt Disney Co. continues to find itself in a crossfire, with Republicans taking shots from the right and Democrats landing blows from the left.

Following a nearly weeklong drama surrounding the suspension and subsequent reinstatement of late-night talk show host Jimmy Kimmel, Disney has announced price hikes for Disney+ streaming subscriptions, escalating tensions as the company contends with both PR backlash and potential subscriber losses.

We all know price hikes for Disney+ aren’t unusual, but could the timing be any worse?

Journalist Marisa Kabas suggested on Bluesky Monday that Disney’s decision to bring Kimmel back might have been rushed due to the planned price increases, citing an unnamed Disney source. Fast Company reached out to Disney for comment.

How much are prices going up, and when do they take effect?

The new rates hit October 21. The ad-supported plan for Disney+ jumps $2, to $11.99, while the no-ads premium plan jumps $3, to $18.99.

The Disney+ and Hulu bundle jumps $2, to $12.99, while the no-ads premium bundle stays at $19.99.

The full list of increases is posted on the Disney+ support page.

Following the suspension of Jimmy Kimmel Live! by ABC last week, high-profile celebrities joined the chorus of critics calling out parent company Disney, loudly venting their frustrations. Tatiana Maslany, star of Marvel’s She-Hulk: Attorney at Law, urged her followers to cancel subscriptions, while Damon Lindelof, a co-creator of ABC’s Lost, took to Instagram to say that he wouldn’t work with Disney again if Kimmel’s suspension wasn’t lifted.

Analysts who spoke with Fast Company last week doubted that Disney would feel a long-term financial impact from boycott efforts.

Shares of the Walt Disney Co. (NYSE: DIS) were essentially flat on Tuesday, closing at $112.25.