Despite nearly doubling its streaming subscriber base over the past five years, Disney’s share of US TV viewership has remained relatively unchanged. According to Nielsen, Disney+ and Hulu combined account for just 4.7% of total TV viewing in the US.
This places Disney’s streaming services in a distant second place behind Netflix, which holds 8.3% of the US TV viewing share among paid services. Disney’s current watch time is only slightly above the 4.4% mark seen in May 2021, and still below its peak of 5.6% in the summer of 2023.
Disney isn’t the only one experiencing slow growth in paid streaming viewership. In contrast, free streaming platforms like YouTube, which leads with a 12.9% share, have been steadily increasing their TV screen viewership.
Boosting engagement is crucial because it can reduce the likelihood of subscriber cancellations, according to media analyst Hernan Lopez. Higher viewership can also generate more ad revenue and help mitigate subscriber losses following price increases.
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