In response to an ongoing feud with cable giant Charter Communications, Disney has dramatically reduced the cost of its Disney+ streaming service to less than $2, down from the usual $7.99 per month for its ad-supported tier. 

This limited-time offer, valid until September 20, provides a three-month window of access at the discounted rate before reverting to the original price.

Disney’s battle with Charter has disrupted millions of households, leaving popular channels like ESPN inaccessible to nearly 15 million viewers due to a dispute over carriage fees.

This, coupled with a substantial loss of 11.7 million subscribers in the most recent quarter, raises concerns about the company’s subscriber growth.

Despite these challenges, Disney is strategically timing the price reduction to coincide with the release of highly anticipated content like Pixar’s “Elemental” and the live-action adaptation of “The Little Mermaid.”

The goal is to attract new customers to its streaming platform, which currently boasts 146.1 million subscribers.

Looking Ahead

Under the leadership of CEO Bob Iger, Disney has been prioritising the growth and profitability of its streaming division, encompassing Disney+, ESPN+, and Hulu.

This move is a direct response to the increasing trend of cord-cutting in the cable industry.

The dispute escalated further when Charter blocked Disney’s cable channels on its Spectrum network in major markets like New York and Los Angeles.

In an attempt to mitigate the inconvenience for consumers, Disney encouraged disgruntled customers to explore alternatives such as Hulu + Live TV or other streaming TV services.

This standoff occurs during a busy period in the sports calendar, including the start of the college football season, the US Open tennis tournament, and the imminent launch of the National Football League season.