Disney (DIS) has had a rough week. It faced a massive boycott from customers after briefly pulling the plug on “Jimmy Kimmel Live,” a late-night talk show on ABC.

The decision to suspend the show came after comedian Jimmy Kimmel made jokes relating to President Donald Trump’s reaction to the death of conservative political activist Charlie Kirk, who was assassinated on Sept. 10.

Disney’s decision to cut the show sparked a huge boycott from consumers, who threatened to cancel their Disney vacations and streaming services such as Disney+, Hulu, and ESPN+. Many consumers claimed that canceling the show over Kimmel’s comments amounted to censorship.

On the other hand, President Donald Trump applauded the decision, suggesting that some TV networks that “give him bad publicity” and “press” should have their licenses “taken away.”

Amid growing outrage, Disney later announced that it has decided to reinstate “Jimmy Kimmel Live” to late-night television, which will return on ABC on Sept. 23.

“We have spent the last days having thoughtful conversations with Jimmy, and after those conversations, we reached the decision to return the show on Tuesday,” said Disney in a statement.

While some applauded the show’s return, some conservative consumers threatened their own Disney boycott due to the company caving to recent backlash.

Disney makes a surprising announcement consumers may not like 

As Disney struggles to make consumers happy, it has decided that now is the perfect time to unveil a slew of price increases for its Disney+ streaming service.

In a new update on its website, Disney warns customers that the monthly price for several Disney+ plans will increase by at least $2 on Oct. 21. Below is the list of the price increases.

• Disney+: $11.99 (up from $9.99)
• Disney+ Premium: $18.99 (up from $15.99)
• Disney+, Hulu Bundle: $12.99 (up from $10.99)
• Disney+, Hulu, ESPN Select Bundle: $19.99 (up from $16.99)
• Disney+, Hulu, ESPN Select Bundle Premium: $29.99 (up from $26.99)
• Disney+ Premium, Hulu, ESPN Select Bundle Legacy: $24.99 (up from $21.99)
• Disney+, Hulu, HBO Max Bundle (With Ads): $19.99 (up from $16.99)
• Disney+, Hulu, HBO Max Bundle (No Ads): $32.99 (up from $29.99)

The last time Disney+ increased its prices was on Oct. 17 last year, when most of its plans went up by $2.

Disney’s latest price hikes come after Disney+ and Hulu reached 183 million subscriptions during the second quarter of this year, a 2.6 million increase compared to the previous quarter.

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During an earnings call on Aug. 6, Disney CEO Bob Iger said the company will introduce new features, such as a “more personalized homepage,” to the Disney+ app over the next few months. The unified Disney+ and Hulu streaming app will be available to consumers in 2026.

“By creating a differentiated streaming offering, we will be providing subscribers tremendous choice, convenience, quality, and enhanced personalization, while at the same time continuing to grow profitability and margins in our entertainment streaming business through expected higher engagement, lower churn, operational efficiencies, and greater advertising revenue potential,” said Iger.

Disney’s latest price hikes could backfire

Disney’s new price increases for Disney+ may have unintended consequences. As prices go up, many consumers have recently been ditching paid-streaming services.

According to a recent survey from digital security firm All About Cookies, 84% of people have canceled a streaming subscription in the past, and 44% of the survey’s respondents said that price increases pushed them to make this decision.

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The survey also found that 42% of Americans now watch TV through free streaming services, signaling growing competition for paid-streaming platforms.

“Price is certainly one of the most important factors when people choose streaming subscriptions,” said Yu Cai, a professor of cybersecurity at the College of Computing at Michigan Tech, in the survey. “However, the situation is dynamic, and user preferences vary widely. Some may prioritize the convenience and flexibility of streaming services, while others may reconsider the value proposition as costs rise. The industry could respond to these challenges with new pricing models, bundles, or innovations in content delivery to maintain or enhance the appeal of streaming.”

Related: Disney announces unexpected move as TV customers flee