Disney+ Growth Stalls for Third Straight Year as Bloomberg Data Undercuts Streaming Success Narrative

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Disney leaders and traditional media companies have long claimed that Disney+ is a major player in the streaming market. However, recent data suggests otherwise, and it raises significant questions about whether Disney+ is actually growing as expected.

A recent study by Bloomberg, which tracked TV viewing habits in the U.S. from 2020 to 2025, found that Disney+ hasn’t seen significant growth in the last three years. This is happening while competitors like Netflix and Amazon Prime Video are continuing to gain viewers. These results suggest Disney’s streaming plans may have hit a roadblock, even with its vast collection of popular movies and shows.

Disney+ Viewership Has Flatlined Since 2022

According to Bloomberg data, Disney+ increased its portion of U.S. TV viewers from 4.6% in 2021 to 5.2% in 2022, but then growth stopped. By 2023, viewership remained flat, and by 2025, it had dropped to 4.8%, wiping out most of the initial gains it had made.

This lack of growth is especially noticeable when compared to other streaming services. Netflix increased its market share from 6.6% in 2021 to 8.2% in 2025, and Amazon Prime Video grew from 2.2% to 3.7% during the same timeframe. Essentially, while the streaming landscape was changing, Disney+ didn’t grow at all.

This is particularly impressive considering how quickly Disney+ gained popularity when it launched in 2019. Bloomberg reported it was the most successful start for any streaming service from a major entertainment company. In its first month, tens of millions of people subscribed, largely thanks to the hit show The Mandalorian and Disney’s extensive library of classic movies and shows.

Hit Movies Aren’t Enough to Drive Long-Term Growth

As a huge movie fan, I found something really interesting in that Bloomberg study. Disney movies are way overrepresented on the list of what people are streaming, but surprisingly, that hasn’t really helped their streaming service grow consistently. It’s like people are watching Disney flicks, but it’s not turning into long-term subscriptions, which is a bit puzzling!

Disney films dominate streaming charts, taking seven of the top ten spots. Moana is particularly popular, having been watched for a remarkable 37.7 billion hours – making it the most-streamed movie anywhere. However, even with these impressive numbers, movie streaming doesn’t have the same impact on viewership as traditional television.

While Moana was hugely popular, it doesn’t compare to the total viewership of TV series. Because a season of television offers so many more hours of content than a two-hour movie, it’s clear why Netflix, which leads in original series rankings, is becoming increasingly dominant.

Netflix dominates the top 10 original streaming series, with shows like Ozark, Stranger Things, and Love Is Blind. Surprisingly, Disney’s popular show, The Mandalorian, isn’t among them.

Disney+ Lacks Breakout Adult Programming

Disney+ seems to be struggling to grow because it’s not consistently drawing in adult viewers. While kids’ shows and family movies are still hits, they aren’t enough to keep people subscribed for the long term and drive significant growth.

While Disney+ has the popular show Bluey among its non-original series, most of its top streamed shows can also be found on other platforms. Netflix, however, leads the way in both original shows and popular licensed content.

This explains why Disney is now combining Hulu and ESPN+ with the Disney+ app. Popular shows like NCIS and Grey’s Anatomy are currently on Hulu, and adding them to Disney+ might boost subscriber numbers. However, it also shows that Disney+ isn’t growing as quickly as Disney had hoped on its own.

A Defensive Strategy, Not a Growth One

The combination of Hulu and Disney+ seems less about growth and more about preventing declines in viewership. Disney+ hasn’t released a breakout hit show that captures public attention like its rivals are doing.

Peacock, often overlooked among streaming services, actually has a stronger selection of shows and movies for adults. Disney+, with its focus on classic animated films and content for kids, isn’t as well-positioned to attract viewers who are looking for ongoing, story-driven TV series – which are now a major factor in deciding which streaming service to subscribe to.

Okay, let’s be real. After three years of basically staying flat, Disney+ isn’t looking like the unstoppable streaming force everyone thought it would be. It’s not just a little bump in the road anymore – this is a clear pattern, and it’s making me seriously question whether they can truly compete at the highest level.

If Disney+ can’t start attracting viewers beyond just children, its period of rapid growth might be coming to an end.

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2025-12-30 19:01