Earlier this week, ESPN chairman Jim Pitaro said the network wanted to give fans more “optionality.” And sure, that sounds great. With sports already scattered across so many platforms, having ESPN as a one-stop shop makes sense. But with the 2026 NFL season almost here, that convenience is about to cost us more.

According to the company website’s support page, the price of an ESPN Unlimited subscription will increase to $32 per month starting September 17. The annual subscription price will increase from $300 to $320.

This marks the first price increase since ESPN launched its direct-to-consumer platform in August 2025. And yes, two dollars a month might not sound like the end of the world. But sports fans understand that one subscription here, another one there, and then the “cheaper alternative to cable” doesn’t feel cheap anymore.

In 2025, when ESPN launched its two services– ESPN Unlimited and ESPN Select — a $29.99-a-month price tag was not cheap. However, with more benefits and a plethora of live games and events- 47,000, to be exact- at your fingertips with on-demand replays, studio shows, and other premium content, that amount seemed worth it. Now, though, that gap between streaming services and cable is becoming increasingly thin.

Reports suggest that Americans subscribing to an average of four services total about $69 per month — a 13 percent increase from last year. That gap is exactly what ESPN filled. What’s worse is that prices are not increasing only for ESPN Unlimited.

The cost for ESPN Select, which includes content from ESPN+, is also being jacked to $14 from $13. The annual plan, while cheaper if you’re a new subscriber, will still go from $130 to $140. However, the price increase doesn’t stop with standalone subscriptions.

The Disney+, Hulu, and ESPN Select bundle with ads will rise from $20 to $22 per month, while the ad-free Disney+ and Hulu version will jump from $30 to $33. A legacy bundle will also increase from $24.99 to $27.99 for existing subscribers.

Now, even the options to go beyond 32,000 events or stick to the ESPN+ content also don’t seem viable. Those who have been following the trend, however, would not be surprised to see why the hike has come at this point.

ESPN’s recent decisions may have influenced this decision, but they do add to the benefits

The worldwide leader in sports formally acquired NFL Network on February 1. Now, while we don’t know how many users subscribe to either of ESPN’s direct-to-consumer products, we do know that NFL Network had nearly 50 million subscribers earlier this year. And last month, ESPN announced how those viewers can have added benefits.

According to the announcement, NFL Network would be included in ESPN Unlimited subscriptions. With that, subscribers have access to seven exclusive regular-season games within the ESPN app, including five International Series games and a Week 16 doubleheader. But that’s not it.

The app has also gone on to add more features designed to make the subscription feel like more than a place to watch games. They introduced personalized “SportsCenter For You” videos, Verts vertical clips, and StreamCenter, which connects a mobile device with the TV experience for real-time stats and other information.

Come February 17, 2027, ESPN will host Super Bowl LXI, a first time for the network. To pump up their users, the network also planned additional programming and events across Southern California. The “Year of the Super Bowl” initiative, the 12-month programming blitz, was part of the plan. 

According to Pitaro’s memo earlier this week, “maximizing access” to ESPN’s streaming services has been a priority, “and that focus has led to meaningful progress this year.”

Plus, ESPN is clearly betting that the extra content can justify the extra cost. The company has been expanding the service through partnerships, including integrating 

NFL Network is adding access through platforms such as YouTube TV. Eligible YouTube TV subscribers can now link their accounts to receive ESPN Unlimited access without paying for a separate subscription.

Nevertheless, ESPN isn’t someone who is making this move in isolation. Peacock just raised the price of its Premium plan from $10.99 to $12.99 per month, while its Premium Plus tier went from $16.99 to $19.99. YouTube TV, meanwhile, has climbed from $35 a month when it launched in 2018 to more than $80 today.

But fall is an important season in the world of sports, with the NFL dominating every chart. Considering the timing of their raising subscription prices, the fans aren’t exactly on board with continuing their plans.

Clay Travis and fans are not thrilled

The abrupt hike in prices just when the nation was preparing to watch its team every weekend was bound to catch reactions. However, many are now wondering if paying more would be worth it.

“ESPN has increased their annual cost for streaming the channel to $320 a year, an increase of $20 over last year,” Outkick founder Clay Travis wrote. “Increase starts for football. Remember when people argued streaming would save sports fans money compared to cable? Sports fans keep paying more and getting less.”

“When the average fan got priced out of stadiums, it was only a matter of time before greed would find a way.  Paywalls and subscription services are the way to keep the revenue streams flowing. It’s not about the fans.  It’s never been about the fans.  It’s all about the money,” a fan wrote.

“I refuse to pay for another streaming service to watch football.  It makes me sick that tax dollars build stadiums but half the country cannot afford to watch games much less attend one,” another wrote.

“NOT ME!! Out of ESPN EXTRAS,” another added.

“Wtf is espn even worth having for? Mnf games? (3/4ths are in free tv) college football? Also on free tv. The quality of programming keeps dropping too, banana ball? And you want $320? No thanks…,” one fan wrote.

There is some good news for current subscribers, though. Anyone who locks in the annual ESPN Unlimited price before September 17 can still be on the existing $299.99 rate for a full year. And subscribers already getting ESPN Unlimited through the main Disney+, Hulu and ESPN bundle will not see their overall bundle price change because of this given hike.

While many fans have shared alternate ways to subscribe to ESPN, it is worth noting that an average sports fan in America now needs to pay for multiple subscriptions to watch a handful of their favorite sports. It’s certainly becoming a debate worth talking over.