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Subscriber decline in Disney+ - Coggle Diagram
Subscriber decline in Disney+
phenomenon
A recurring pattern in which U.S. price-sensitive streaming users cancel their Disney+ subscriptions at the renewal stage following repeated price increases and the implementation of stricter password-sharing restrictions.
Context & Scope
This report focuses on consumer-level cancellation behavior in the United States Disney+ market from 2024 to 2025, with particular attention to churn surges occurring after subscription price hikes, password-sharing enforcement, and reputation-related incidents that affected consumer sentiment.
Observation/Evidence
About 59.3 million Disney+ subscribers in the United States, and the subscription turnover rate will double to about 8% in the short term in 2025.
Password sharing restrictions require additional fees, which puts pressure on users who are used to sharing habits.
Theory
Theory of Planned Behavior TPB
Attitude
The attractiveness of original content declines
price increase>not cost-effective
Jimmy Kimmel issue effect
Subjective Norm
Jimmy Kimmel Issue
social media-driven calls to boycott Disney+
Perceived Behavioral Control
The cancellation process is simple and clear, and there are many alternatives.
The password sharing policy limits users' past sharing habits, reducing the flexibility, further promoting cancellation.
Solution
Maintain the subscription rate
Increase the diversity and quality of content
Attract new subscribers
Launch flexible pricing plans and first purchase discounts to lower the entry threshold for new users.
idea
Data
Disney+ 今年的流失率一直穩定在每月約 3-4%，Netflix 是王者，每月流失率穩定僅 2%。迪士尼在九月之前一直是第二名。Antenna (Oct. 20, 2025)
分析公司 Antenna 的數據顯示，Disney+ 所謂的流失率——每月取消訂閱者的比例——從平均 4% 躍升至 8%，約有三百萬次取消
Why this happened
Price sensitivity: continuous price increase
Jimmey Kimmel
Obstacles to use: password sharing restrictions
Disney’s reduction in streaming original output
According to SV(M), Q1-Q3 viewing time for Disney+ original series plummeted from 44.3 billion minutes in 2022 to 20.2 billion in 2025, a decline of nearly 55%.