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ESPN+, which has grown dramatically over the past two years while adding a significant amount of live sports offerings, will increase its monthly price by $7 to $10 per month on August 23.

The 43% rate hike is the second in just over a year for ESPN+, which launched in 2018 and now has 22.3 million subscribers.

The change hasn’t been officially announced but was confirmed to Deadline by someone familiar with the company’s plans.

The price of the Disney bundle, which includes the on-demand service from Hulu, Disney+ and ESPN+, is not increasing alongside the ESPN+ move. (Plans for the package start at $14 per month.) Prices for UFC pay-per-view events also remain unchanged.

A slight increase in ESPN+’s standalone price comes as no surprise given the influx of live events on the service. More than 1,000 out-of-market NHL games and extensive PGA Tour coverage – programming that previously cost twice the price of ESPN+’s monthly subscription – are now included, along with NFL, college sports, tennis and many other sports. A growing list of original series like Man in the Arena: Tom Brady, Peyton’s Places and Derek Jeter’s upcoming release The Captain, is also a key part of the mix.

While only a few fringe sports were available live on ESPN+ when it debuted in April 2018, most rights deals sealed since then and certainly all in the future include the streaming service as a key part of the global distribution. The broader landscape has seen a significant number of sports head to streaming, including the NFL’s breakthrough deal with Prime Video for Thursday Night Games and Apple TV+ and Major League Baseball’s exclusive Peacock packages. from NBCUniversal.

The Walt Disney Co., which owns ESPN, has come under increasing scrutiny from Wall Street over its broader streaming strategy. The media giant has received accolades – and seen its share price soar – in recent years as it was seen as going “all-in” on streaming. More recently, however, as category leader Netflix stumbled and many investors questioned the economics of streaming, Disney and its peers saw their fortunes reversed and the outlook for streaming profitability became the most relevant measure. Since its first phase as a pioneering cable television network, pricing power has been a key lever for ESPN, and it has continued to secure strong rate increases from traditional pay-TV operators despite declining its base of traditional video subscribers.

ESPN+ has already hit the 20-30 million subscriber range that Disney expected to reach by the end of fiscal 2024. The company also said the sports service will become profitable by the end of fiscal 2024. fiscal year 2023.

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