In a whirlwind of confusion and surprise, Disney+ subscribers in the UK are now facing the reality of the platform’s price hike, months after the initial announcement, as renewal notices flood their inboxes.
Back in November 2023, Disney+ made waves by announcing adjustments to its UK subscription prices, marking a significant shift in its pricing strategy. While these changes took effect for new subscribers in November and existing ones in December 2023, a substantial portion of the subscriber base is only just grappling with these adjustments.
Adding to the perplexity, many subscribers are unaware that they have the option to opt out of the automatic price increase and explore lower-cost subscription plans, details of which are provided below.
So, why the delayed uproar? The timing of annual billing cycles for many of Disney+’s early adopters is to blame.
Since its launch in March 2020, Disney+ swiftly became a household staple in the UK, offering a treasure trove of Disney classics, Marvel epics, and Star Wars adventures. Subscribers who signed up at the outset often entered into annual billing cycles that climax in March each year.
As these cycles approach renewal, subscribers are being hit with notifications detailing the impending price hike, leading to widespread astonishment and discontent – a scenario reminiscent of the fallout from the last major price adjustment in February 2022.
The crux of the issue lies in the communication – or lack thereof – surrounding these changes, particularly evident in the auto-renewal emails Disney+ has been sending out since December.
These emails, which many received in February, serve as the first heads-up for subscribers about the impending increase, stating:
“Important updates to your subscription plan: We hope you are enjoying Disney+. We are updating our prices so we can keep bringing you brand new Originals, the latest blockbuster movies and most loved binge-worthy series.
“From March 2024, the price of your Disney+ Premium subscription will increase to £109.90 per year.
Giving You More Choice: We now offer more pricing options and better value than ever through our new subscription plans. If you would like to keep your current plan, you don’t need to do anything. Alternatively, it is easy to switch. Explore our plan options to find the one that best fits your needs.”
This sudden realization has sparked a storm on social media, with subscribers venting their frustration over the significant price surge, especially compared to the previous year’s rates. Despite the mention of alternative plans in the email, many subscribers seem to have missed the memo regarding the availability of lower-priced options.
Disney+’s transition to a tiered subscription model aimed to provide greater flexibility and choice. However, the automatic renewal into the new Premium tier – the priciest option – caught many off guard.
For those still in the dark, Disney+ now offers three subscription tiers:
- Standard With Ads: Priced at £4.99 per month, this option offers budget-friendly access with Full HD 1080p video quality and advertisements.
- Standard: For £7.99 per month or £79.90 annually, subscribers can enjoy ad-free viewing with Full HD 1080p video quality and download capabilities.
- Premium: At £109.90 annually, the highest tier provides up to 4K UHD & HDR video quality, four concurrent streams, and download capability, all without ads.
While these changes reflect Disney+’s efforts to diversify its offerings, the execution, particularly in terms of communication with existing subscribers, has left much to be desired. And let’s not forget, this is a significant price hike – from £79.90 to £109.90 per year – for those seeking to maintain their previous experience.
For new subscribers or existing ones on a monthly plan, it’s worth noting that signing up for a full year equates to paying for 10 months instead of 12, albeit with reduced flexibility.
Comparing Disney+ to Amazon’s Prime Video, which recently introduced an ad-supported tier, highlights differing strategies in adjusting subscription models. While Amazon chose to keep its subscription price unchanged for existing users, Disney+’s approach has been met with criticism for its perceived lack of transparency about cheaper options.
In essence, Disney+’s price hike and Amazon’s downgrade for the same price represent two sides of the same coin – adaptations in subscription models to include adverts while striving to balance revenue and subscriber satisfaction. Yet, both approaches have left subscribers feeling somewhat short-changed.
