"Although Disney has nearly doubled its streaming subscriber count in the last five years, its US viewership share has barely budged. Disney+ and Hulu make up 4.7% of viewing on US-based TVs, according to Nielsen. That puts Disney's streamers in a distant second behind Netflix (8.3% of total US TV viewing) among paid streaming services. Disney+ and Hulu's watch time is also only slightly higher than its 4.4% mark in May 2021 and is below its peak of 5.6% in the summer of 2023."
"Free streaming services like YouTube have grown far faster than Disney+ and Hulu. Growing engagement matters because it can help make subscribers less likely to cancel, media analyst and consultant Hernan Lopez told Business Insider. High viewership can also increase ad revenue and help avoid a wave of cancellations after price hikes. The Mouse House has raised the price of Disney+ in each of the past five years."
Disney's streaming subscriber count has nearly doubled over five years, but US TV viewership share for Disney+ and Hulu remains around 4.7%. That share trails Netflix's 8.3% and is far below free streaming YouTube's 12.9% on US-based TVs. Disney+ and Hulu watch time is only slightly above the 4.4% mark from May 2021 and below a 5.6% peak in summer 2023. Paid streamer viewership growth has slowed while free services have grown faster. High engagement reduces cancellations and boosts ad revenue. Disney raised Disney+ prices each of the past five years, and its DTC segment earned $1.3 billion operating income in fiscal 2025.
Read at Business Insider
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