Disney+ is raising its subscription prices again, with the streaming service increasing the cost of its premium ad-free plan to $21.49 a month in the US.

The latest increase takes effect on September 23 for new subscribers, while existing customers will see the higher prices reflected on their next monthly bill. It marks Disney’s fourth streaming price increase in four years.

The ad-free Disney+ Premium plan is increasing by $2.50, or around 13%, from $18.99 to $21.49 per month. The standalone ad-supported plan is also going up by 50 cents, from $11.99 to $12.49 a month.

Hulu is facing similar increases. Its ad-free Premium subscription is also rising to $21.49 a month, while the ad-supported plan will cost $12.49. The ad-free Disney+ and Hulu bundle is increasing by $2 to $21.99 per month, while the ad-supported bundle remains at $12.99.

Disney is also increasing the price of some of its combined Disney+, Hulu and ESPN packages. The Disney+, Hulu and ESPN bundle with ads will rise to $21.99, while the Premium version will cost $32.99 a month. The Disney+, Hulu and ESPN Unlimited plans will remain at their existing prices.

The latest changes come as major streaming companies continue raising subscription prices while placing greater emphasis on profitability. Disney reported a significant increase in operating income from its entertainment division in its most recent quarterly results, with its streaming business contributing to the improvement.

Disney is also preparing to combine Disney+ and Hulu more closely, with the company expected to launch a unified standalone app by the end of 2026. Disney CEO Josh D’Amaro has also outlined plans for Disney+ to expand beyond films and television into areas including merchandise, games and experiences.