Hulu is raising price of its live TV service to $55 a month

A blog post published by the company today acknowledges that “price changes are never easy to stomach.”

“We know that many people don’t watch live television year-round, so we’ve made it easy for Hulu subscribers to switch back and forth between our plans to best suit their needs,” the blog post reads.

Hulu is “actively exploring ways to provide additional, more tailored live TV options to you in the future,” according to the blog post.

Giving customers fewer channels is a facet of the industry going forward that Bob Iger, CEO of Disney, Hulu’s parent company, sees as likely.

Iger told investors during the company’s most recent earnings call, “I happen to believe long-term that people will be interested in less channels.”

The news comes just a few days after Disney launched its crown jewel streaming service, Disney+ .

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