Calls to boycott Disney overtook social media this month after subsidiary ABC suspended Jimmy Kimmel on Sept. 17. Now we may have some idea of how much damage Disney actually took.
Over 1.7 million Disney streaming subscriptions were reportedly cancelled in seven days between the announcement of Kimmel’s suspension and his return, according to sources speaking to independent journalist Marisa Kabas for her website The Handbasket. This includes accounts across Disney+, Hulu, and ESPN.
If accurate, this means Disney lost over 242,800 subscribers per day during that time period. Kabas reports that this amounts to a whopping 436 percent increase in cancellations compared to Disney’s baseline weekly subscriber churn.
Disney’s stock dropped by about three percent during the seven days Kimmel was suspended, wiping approximately $6.4 billion from its valuation. While Disney seems likely to recover, this dip still represents a clear message to the company.
Kimmel returned to air last Tuesday, joking that Disney had asked him to read out instructions on how viewers could reactivate their Disney+ and Hulu accounts. Even so, his reinstatement does not appear to have entirely placated Disney’s critics, with free speech concerns continuing to linger. ABC pulled Kimmel off air after Federal Communications Commission (FCC) chairman Brendan Carr threatened the network’s broadcasting license and called for it to “take action” on the late night host.
Public disapproval of Disney was further bolstered last week when the company revealed it is increasing Disney+ subscription prices. Announced shortly after confirming Kimmel’s return, Disney’s pricing changes are set to go into effect from Oct. 21. Kabas reports that Disney rushed to resolve Kimmel’s suspension because it had already planned the price hike, knowing it would be further unwelcome news to subscribers.