Subscribers streamed away from Disney after Kimmel suspension

The Walt Disney Company suspension blink and you missed it from “Jimmy Kimmel Live!” under pressure from the Trump administration has not only sparked outrage: it appears to have cost the company millions of subscribers.

According to new data released Monday by Antenna, a company that tracks streaming subscription trends and cancellations for Disney+ and Hulu jumped in September– the same month, Disney pulled Kimmel’s late-night show. Antenna found that Disney+’s cancellation rate doubled from 4% to 8% in August, while Hulu’s jumped from 5% to 10%.

In raw numbers, this represents around 3 million cancellations for Disney+, up from an average 1.2 million in the previous three months. Hulu saw about 4.1 million cancellations, well above its typical churn rate.

In the world of streaming, where monthly cancellation rates are relatively stable, such an increase is notable.

Backlash was swift after Disney suspended Kimmel’s show on September 17. following criticism from a top federal regulator following remarks the host made about the man accused of fatally shooting conservative activist Charlie Kirk. Pressure from the Trump administration, including public remarks by Brendan Carr, chairman of the Federal Communications Commission, sparked a heated debate on freedom of expression and political interference in the media.

Related | Trump’s attack on free speech could cost him dearly

Broadcasters like Nexstar Media Group and Sinclair Broadcast Group told the network they would let go the show entirely. Six days later, after a wave of public condemnations – notably by the American Civil Liberties Union – supported by the American Civil Liberties Union, open letter signed by more than 400 celebrities – Disney has reversed the trend.

“Last Wednesday, we made the decision to suspend production of the show to avoid further escalating a tense situation at an emotional time for our country,” the company said. said in a statement. “This is a decision we made because we felt that some of the comments were inappropriate and therefore insensitive. We have spent the last few days having thoughtful conversations with Jimmy, and after those conversations, we have made the decision to return to the show on Tuesday.”

Kimmel came back into the air on September 23. His first monologue after the suspension – defending free speech and clarifying his remarks – became his most-watched segment on YouTube, racking up more than 15 million views in 16 hours. Nextstar and Sinclair restored the show shortly after his reinstatement.

Antenna’s data also offers insight into how the controversy resonated with the public. Churn rate, the percentage of subscribers who cancel in a given month, is as high as 8% for Disney+ and 10% for Hulu. In contrast, Netflix’s churn rate remained stable at 2% for the 13th consecutive month, according to The New York Times.

New registrations have partially offset the wave of cancellations. In the United States, approximately 2.2 million people subscribed to Disney+ in September, an increase of 10% from August. Hulu gained about 2.1 million subscribers, up 5%. Some of these new customers may have supported Disney’s decision to suspend Kimmel; others may have been attracted by the company’s discounted package with Disney+, Hulu and its new streaming service ESPN, which began showing full National Football League games that month.

Celebrity backlash likely helped fuel churn. Figures including Cynthia Nixon And Howard Stern have publicly announced they are canceling their Disney+ subscriptions and urged others to follow suit.

Related | Broadcasters throw in the towel on Jimmy Kimmel censorship

This data is the first measurable indication that Disney’s decision to suspend Kimmel may have affected its streaming business. But the full financial impact remains uncertain. Due to billing cycles, many cancellations may not show up in Disney’s next earnings report, and the company has already announced plans to stop reporting subscriber numbers afterward.

Kimmel’s suspension – and his quick return – showed how quickly a political storm can ripple through the streaming industry. Disney has been hammered by both free speech advocates and Trump loyalistsand now its subscription numbers might be the clearest sign of just how big the controversy has become.