• The Disney+ Premium plan will increase by $3 to $13.99 per month in the U.S., and Hulu’s ad-free plan will increase by $3 to $17.99 per month.
  •  The ad-supported Disney+ option is expanding to Europe and Canada and will offer subscribers access to the Disney+ content library and key product features at a lower price, beginning at £4.99 in the United Kingdom and €5.99 in Europe, the Middle East, and Africa.
  • Disney has also introduced a new subscription tier called Duo Premium, which provides ad-free access to Disney+ Premium and Hulu for $19.99 per month in the United States. Other subscription plans remain available at their previous prices.
  • Changes will become effective as of October 12, 2023.

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But Disney’s veteran CEO named another potential reason for the Disney streaming service’s inability to make a buck.

Iger Blames Subscribers

During the earnings call, CEO Bob Iger seemed willing to lay the blame for Disney+’s lack of profits at the feet of subscribers–namely those who share their Disney+ passwords with others outside of their allotted number of additional users, allowing some fans to access Disney’s streaming content library at no cost whatsoever. Iger said the number of users participating in password sharing is “significant” and told investors that plans are already in the works for the means to hinder sharing–means that could be in place by 2024.

“It’s possible that we won’t be complete or the work will not be completed within the calendar year, but we certainly have established this as a real priority,” Iger explained, adding that he sees the implementation of a restriction to password sharing as a way to “grow [the] business.”

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Credit: Disney

Recently, streaming competitor Netflix began cracking down on password-sharing by implementing features that serve as roadblocks to users who attempt to access content by using a current subscriber’s password. Like Disney, Netflix already knows when subscribers are sharing their passwords and says they gather this information by using a combination of IP addresses, device IDs, and “account activity from devices signed into the Netflix account” to determine whether the service is being accessed within the primary subscriber’s household.

Disney’s Watching. Always Watching.

While it’s not clear yet how Disney will attempt to deter password-sharing on Disney+, the company knows that the prevalence of the practice is “significant,” and the company has already begun tracking repeat offenders, darn those magic-sharing Disney Adults.