Disney+ to hike U.S. prices again on Oct 21, 2025; bundles (Disney+, Hulu, ESPN) also going up.

Winners — grouped by category

Category: CTV ad-tech & platforms

Reason: Higher subscription prices push cost-conscious households toward ad-supported tiers, lifting CTV ad inventory and demand.

$TTD (The Trade Desk) — benefits as brands shift more budgets into CTV to reach migrating audiences

$ROKU (Roku) — gains from platform ad sales and growing hours on ad-supported channels

Category: FAST (free ad-supported streaming TV) platforms

Reason: As paid SVODs get pricier, free options become more attractive, boosting viewership and ad revenue.

$FOXA (Fox Corp — Tubi) — more cord-cutters lean into Tubi’s free library

$PARA (Paramount Global — Pluto TV) — incremental share from  ...