Disney streaming viewership has been stagnant — but the company has plans to jump-start growth

Core Insights - Disney's streaming business has seen significant growth in subscriber numbers, nearly doubling in the last five years, but its US viewership share remains stagnant at 4.7% [1][2] - Disney+ and Hulu are trailing behind Netflix, which holds an 8.3% share of total US TV viewing, and their watch time has only slightly increased from 4.4% in May 2021, peaking at 5.6% in summer 2023 [2] - The growth in engagement is crucial for reducing subscriber cancellations and increasing ad revenue, especially in light of price hikes [3] Subscriber Growth and Financial Performance - Despite raising the price of Disney+ for five consecutive years, the company has managed to attract subscribers, indicating that Disney remains a desirable service for many [4] - Disney's direct-to-consumer segment generated $1.3 billion in operating income for the 2025 fiscal year, a significant increase from $143 million the previous year [5] - The stagnant viewership share may explain the modest 3% rise in Disney's stock over the past year, compared to a nearly 17% gain for the S&P 500 [5] Strategies for Engagement - Disney plans to fully integrate Hulu into Disney+ by 2026, aiming to create a super app that enhances user engagement across its franchises [6] - The company is adding ESPN content to Disney+ to attract sports fans and encourage subscription bundles [6] - CEO Bob Iger emphasized the goal of making Disney+ a comprehensive portal for all Disney-related content, incorporating AI and commerce features to drive engagement and in-person visits to theme parks [7] Innovation and Future Plans - Disney is exploring AI-generated videos through a partnership with OpenAI, allowing fans to create short clips featuring iconic characters within the Disney+ app [8] - Engaging younger audiences is a key focus of Disney's strategy, leveraging AI to tap into new growth opportunities [8]