Thursday, September 28, 2023

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Disney+ Unveils Plans to Increase Price as a Part of Their New Strategy


  • Disney Plus is adjusting its pricing structure in October 2023, with a significant increase in the monthly cost of accessing the Premium No Ads category from $10.99 to $13.99, a 27% increase.
  • Disney CEO Bob Iger explains that the revised pricing reflects the need for a pricing strategy that aligns with the growing user base and expanding content library of Disney Plus.
  • The price increase specifically targets Premium No Ads subscribers, while the ad-supported version remains unchanged at $7.99 per month. Disney Plus also plans to launch the ad-supported version in more territories to expand its global footprint.

In the ever-evolving world of streaming platforms, the landscape is continuously shifting as corporations adapt to market dynamics and user preferences. As we journey further into 2023, one prominent player in the industry, Disney Plus, is recalibrating its strategy to reflect its growing presence and extensive content library. Notably, this involves an adjustment in its pricing structure that seems poised to make a significant impact on its Premium No Ads user base. Let’s delve deeper to understand the nuances of this pivotal move.

October 12, 2023 marks the inception of a revised pricing scheme for Disney Plus. On this day, the monthly cost for accessing the Premium No Ads category will escalate significantly. As customers prepare for this change, they would be prudent to note the specific details surrounding this price alteration. The monthly subscription fee is slated to jump from a reasonable $10.99 to a slightly steeper $13.99, indicating a substantial increase of approximately 27%.

Per ComingSoon, the shift has naturally sparked a wave of questions, as many are eager to comprehend the logic behind such a move. At the helm of Disney, CEO Bob Iger elucidates the driving force behind this decision. According to Iger, this move stems from the necessity to adopt a “pricing strategy that makes sense,” particularly in light of the burgeoning user base and expanding content portfolio that Disney Plus proudly hosts.

In retrospect, Iger acknowledges that the initial pricing might have been an underestimate, primarily fueled by the ambition to catapult Disney Plus into a globally recognized platform with an expansive subscriber pool. The lower price point served as a catalyst in attracting a multitude of subscribers, paving the way for a robust platform that could compete with other giants in the industry.

RELATED: Every Movie Coming to Disney+ in August 2023

Disney+’s Upcoming Phase of Revamped Pricing and Strategic Expansion


Reflecting on this journey, Iger noted, “In our zeal to grow global subs, I think we were off in terms of our pricing strategy, and we’re now starting to learn more about it and to adjust accordingly.” It appears that as the platform matured and diversified its content offering, the management deemed it apt to recalibrate the pricing to match its current market standing and value proposition.

Interestingly, this price revision seems to exclusively target the Premium No Ads subscribers, leaving the pricing of the ad-supported version untouched. Those who are subscribed to the version with ads can continue to enjoy the service at the existing rate of $7.99 per month. Likely, a segment of the users might lean towards the version with ads to avoid the escalated $13.99 monthly charge for a seamless viewing experience.

Furthermore, in the midst of these transitions, Disney Plus is not losing sight of its expansion plans. It aims to build upon the success it has witnessed in the U.S. by launching the ad-supported version in more territories. This strategic move is anticipated to further cement its global footprint, and bring a diverse array of content to audiences worldwide.

Witnessing this progression, it becomes essential for subscribers and buffs to maintain a keen eye on the latest unfoldings in this dynamic field. For a detailed insight into Disney’s forthcoming initiatives and updates, ensure to keep an eye on the latest announcements and developments.

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