Hulu is part of Disney's broader streaming strategy, which saw the company launching its own Disney+ service earlier this week and offering Disney+, ESPN+ and Hulu (without live TV) together in a $12.99 bundle.
It's hardly a surprise that Hulu would raise prices as programming costs increase, particularly in live sports, which is key to the appeal of Hulu's live TV bundle.
Hulu sent out an email to its Live TV subscribers on Friday, telling them that the price of the Hulu+Live TV plan would increase to $54.99 per month beginning December 18th.
Price increases are "never easy to stomach", the streamer conceded, before adding it would look to make it easier for viewers to jump back and forth between its live TV plan and its cheaper streaming packages. However, given that Hulu now has the corporate backing of Disney, perhaps it can have a stronger hand in negotiations.
Hulu is bumping the price of Hulu + Live TV by almost 22 percent in its second price hike this year. "We all have to ultimately run a business that can be profitable", Hulu CEO Randy Freer said at a conference a year ago. Hulu's stand-alone plan, which only offers viewers access to the service's library of movies and shows, starts at $5.99/month.
The blog post also acknowledged the reality of customers being able to pause subscriptions with the touch of a button, as opposed to the traditionally grueling process of escaping from a cable contract. AT&T's TV Now hiked its price 30% in October to $65 per month.
Hulu + Live TV includes all of Hulu's on-demand content, access to over 60 live sports, news and entertainment channels, as well as Hulu Originals like This is Us, The Good Doctor, Family Guy, ER and Lost.