In September 2025, Disney faced a sharp increase in subscription cancellations on its streaming platforms Disney+ and Hulu, which impacted its financial results. According to the analytics company Antenna, the churn rate for Disney+ grew from 4% to 8%, which equates to a loss of about 3 million users. On Hulu, the churn rate rose to 10%, meaning more than 4 million cancellations. These changes coincided with Disney’s decision to suspend TV host Jimmy Kimmel following his controversial remarks about the shooting in Charlie Kirk, as well as the announcement of a price increase for subscriptions.
As noted by Ethan Cole, the chief economic analyst at NewsTrackerToday, the rise in cancellations is a concerning signal for the company. “The combination of the subscription price hike and Kimmel’s suspension caused user dissatisfaction, exacerbating the churn problem and adding additional pressure on audience loyalty,” comments the expert.
Kimmel’s suspension became a significant moment in the chain of events, following his remarks about political manipulation related to the Charlie Kirk tragedy. This sparked criticism from free speech advocates and drew attention to Disney’s actions, which were met with public condemnation. Under pressure from the Federal Communications Commission (FCC), whose representatives threatened to revoke ABC’s broadcasting license, the company decided to temporarily suspend the host. This move led to protests, but Kimmel returned to the screen a week later.
“Although it is impossible to precisely gauge the extent of the scandal’s impact, it can be said with certainty that it was an important factor in accelerating the rise in cancellations,” adds Ethan Cole. However, the growth in new user registrations in September partially compensated for the losses. Still, analysts warn that this does not guarantee long-term stability unless Disney revises its pricing strategy and content approach.
It is important to note that the subscription price increase also played a significant role. The combination of price hikes and public dissatisfaction with political issues—this “cocktail” could have a serious impact on user retention. The price increase for Disney’s platforms came at a time when competition in the streaming market was becoming more intense. Users faced with higher subscription costs began seeking better deals from other platforms, such as Netflix and Amazon Prime, which offer similar content at more competitive prices.
NewsTrackerToday points out that in the long term, the company may face a problem where the growth in new users will not be enough to offset the churn of existing subscribers. Disney needs to reconsider its pricing and offer unique exclusive content that could retain and win back its audience.
Given the increasing competition and Disney’s challenging financial situation, it is expected that the company will seek ways to stabilize its subscriber base. It is projected that if there are no changes in pricing policy and content strategy, further subscriber losses will have a more severe impact on the company’s financial results.
In conclusion, we at News Tracker Today believe that to avoid further losses, Disney must rethink its strategy regarding pricing and public perception. The platform should become more sensitive to issues of free speech and political neutrality to avoid similar situations in the future.
