Disney+ and Hulu both experienced a dramatic rise in cancellations in September after Jimmy Kimmel Live! was pulled from American Broadcasting Company (ABC) for less than a week. Data from analytics firm Antenna shows Hulu lost approximately 4.1 million subscriptions and Disney+ lost about 3 million. Their churn rates doubled. Hulu rose from 5 % to 10 %; Disney+ went from 4 % to 8 %.
Why the Suspension Triggered the Surge
The show’s brief removal followed backlash over host Kimmel’s remarks concerning the killing of activist Charlie Kirk. Amid pressure from conservative groups and broadcast affiliates, ABC pulled the program. Since Disney owns ABC, Disney+ and Hulu felt the fallout as many subscribers canceled in protest. Simultaneously, Disney announced upcoming price hikes, which may have further motivated churn.
Mixed Results for Streaming Growth
Despite increased cancellations, both platforms recorded higher sign-ups in September than during the previous five months. This anomaly suggests that while many customers left, others joined, perhaps drawn by recent promotions or the controversy itself. Still, the net effect raised questions about brand loyalty.
Implications for Disney’s Strategy
For The Walt Disney Company, the spike in churn underscores how content decisions can ripple through affiliated businesses, especially when political or cultural controversies arise. The company now faces pressure to stabilize subscriber retention and address perception issues among different customer segments. Analysts say Disney may accelerate its move toward a unified streaming “super-app” combining Disney+, Hulu, and ESPN in an effort to streamline its offering and reduce risk.
What Subscribers and Competitors Should Know
Consumers may view this episode as a case study in the power of public sentiment against large media companies. It highlights how interconnected streaming platforms are with corporate and broadcast decisions. For competitors, the moment signals that inconsistency in platform strategy or public missteps can lead to sudden churn spikes.
Conclusion
The surge in cancellations for Disney+ and Hulu following the suspension of Jimmy Kimmel’s show demonstrates how sensitive streaming markets are to controversy and consumer sentiment. While sign-up numbers rose, the doubled churn rates suggest deeper loyalty issues for Disney. As the company reacts, the key challenge lies in rebuilding trust and stabilizing its subscriber base in a highly competitive streaming landscape.
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