Did Kimmel's Suspension & Price Hikes Spark a Streaming Exodus at Disney+ and Hulu?

Talk about a rocky month! New reports reveal that Disney+ and Hulu faced a massive surge in subscriber cancellations in September 2025, right after Jimmy Kimmel's temporary suspension and amid announced price hikes. But it's not all doom and gloom, as new sign-ups also saw a boost.

TL;DR

• Disney+ saw its cancellation rate double to 8% in September 2025, with around 3 million subscribers choosing to leave the service.
• Hulu's cancellation rate also doubled to 10% in September 2025, amounting to about 4.1 million U.S. subscribers walking away.
• However, both streaming services simultaneously attracted millions of new subscribers, which helped to offset some of the significant losses.
• These major shifts in subscriber numbers were influenced by both the highly publicized Jimmy Kimmel suspension and previously announced streaming price increases.

The September Shake-Up: What Really Happened with Disney+ and Hulu Subscribers?

September 2025 was quite the eventful month for Disney’s powerful streaming empire, Disney+ and Hulu. If you’ve been keeping an eye on the entertainment news, you probably caught wind of the drama surrounding late-night host Jimmy Kimmel and ABC, a network proudly owned by Disney. What started as a political firestorm quickly rippled through the streaming world, causing a significant shake-up in subscriber numbers for both Disney+ and Hulu. But was it just the Kimmel controversy, or were there other forces at play, like those pesky streaming price hikes?

According to fresh data from the subscription research firm Antenna, a major player in tracking streaming viewership, millions of Americans decided to pull the plug on their Disney+ and Hulu subscriptions in September. These numbers are eye-opening, showing cancellation rates that more than doubled their usual averages. Yet, in a twist that keeps things interesting, both services also managed to attract millions of new subscribers during the very same period. It’s a bit of a head-scratcher, isn't it? Let's dive into the details and unpack what this all means for your favorite streaming platforms and your wallet.

The Controversial Stand-Off: Jimmy Kimmel's Brief Suspension and Its Aftermath

The story begins in mid-September, specifically on September 17, 2025, when ABC made the eyebrow-raising decision to suspend "Jimmy Kimmel Live!" indefinitely. The move came hot on the heels of comments Kimmel made during his September 15 monologue. He had discussed the death of conservative activist Charlie Kirk, remarking on "the MAGA gang" trying to politicize the tragedy and score political points over the suspect. This instantly ignited a firestorm, leading to outrage from conservative circles, pressure from federal regulators like the FCC (with chairman Brendan Carr weighing in), and even some ABC affiliate groups, such as Nexstar and Sinclair, choosing to pre-empt his show from their local channels.

For about a week — specifically, four weekdays — Kimmel's beloved late-night spot went dark. This sparked a massive wave of backlash from across the political spectrum, with critics widely calling it censorship and a violation of free speech. Celebrities, lawmakers, and even the American Civil Liberties Union (ACLU) quickly rallied behind Kimmel. Influential figures like SiriusXM host Howard Stern publicly announced they were canceling their Disney+ subscriptions in protest, urging others to hit that cancel button as a way to send a powerful message to Disney. "Now it might sound stupid, but the thing I did this morning, I’m canceling my Disney+. I’m trying to say with the pocketbook that I do not support what they’re doing with Jimmy," Stern shared on his September 22 SiriusXM show.

"Now it might sound stupid, but the thing I did this morning, I’m canceling my Disney+. I’m trying to say with the pocketbook that I do not support what they’re doing with Jimmy."

— Howard Stern, SiriusXM Host (September 22, 2025)

Facing widespread outrage and a growing boycott threat, Disney quickly reversed its decision. Kimmel was back on air on Tuesday, September 23, 2025, after what the company described as "thoughtful conversations" with the host. His return was nothing short of a ratings phenomenon. The episode soared to become one of his highest-rated ever, drawing in over 6 million viewers – a staggering four times his usual audience. It was the show's biggest tune-in for a regularly scheduled episode since March 2015, even despite initial boycotts from some affiliate stations. His emotional "comeback" monologue also blew up on YouTube, racking up over 15 million views in just 16 hours, and more than 22 million by October 20. Clearly, the public was watching, whether in support or curiosity, indicating just how much noise the controversy had generated.

Unpacking the Shocking Subscriber Drops for Disney+ and Hulu

While Kimmel's return was a broadcast success, the preceding controversy had already left its undeniable mark on Disney’s streaming services. The detailed data from Antenna paints a clear and somewhat concerning picture: September 2025 was a tough month for subscriber retention across both platforms.

The Disney+ Deep Dive: A Near Tripling of Customer Departures Recorded

Let's talk Disney+. Typically, the service sees an average of around 1.2 million cancellations in a given month. But in September 2025, that number skyrocketed to roughly 3 million American subscribers. This represents a near tripling of the usual churn rate! Looking at the cancellation rate as a percentage, Disney+ jumped from a pretty steady 4% in July and August to a significant 8% in September. This dramatic increase marks the highest churn rate recorded for Disney+ since at least April 2023, indicating a major and rapid shift in subscriber behavior that Disney likely hadn't anticipated.

Hulu's Hurdle: Over 4 Million Subscribers Say Goodbye to Their Favorite Shows

Hulu didn't fare much better in the September shake-up. The service, which usually experiences about 1.9 million cancellations, saw a massive 4.1 million U.S. subscribers cancel in September. Its cancellation rate surged from a consistent 5% in the prior two months to a striking 10%. Like Disney+, this marks Hulu’s highest churn rate since at least April 2023, reflecting a similar, significant subscriber exodus. It seems the protest, or other factors, hit hard across the Disney streaming portfolio.

It's important to put these numbers in context with the broader streaming market. Antenna reports that the weighted average cancellation rate across nine premium streaming services (including Apple TV+, Discovery+, HBO Max, Netflix, Paramount+, Peacock, and Starz) in September was 7%. While other services like HBO Max (which rose from 8% to 9%), Starz, Paramount+, and Apple TV also saw slight upticks in churn, none experienced the drastic doubling seen by Disney+ and Hulu. Netflix, for comparison, maintained its impressive consistent, low churn rate of just 2% per month, holding its "king of the hill" status in subscriber stickiness, and showcasing just how unusual Disney's situation was.

It Wasn't Just About Jimmy: The Impact of Streaming Price Hikes on Subscriber Decisions

While the Jimmy Kimmel controversy undoubtedly fueled a significant portion of the cancellations, it wasn't the only factor at play in this subscriber shake-up. Disney had also previously announced a round of price increases across most of its Disney+ and Hulu streaming plans and bundles, with these new, higher costs set to take effect in October 2025. Historically, price hikes almost always lead to a short-term increase in cancellations as some subscribers, facing rising household expenses, decide the service is no longer worth the increased cost.

It's a classic chicken-and-egg scenario for analysts and for Disney itself: how many subscribers left due to their genuine anger and protest over Kimmel's suspension, and how many simply decided to cut costs in the face of rising prices, using the controversy as a convenient excuse? The Antenna data, while robust in its tracking of overall cancellations, doesn't clearly delineate between these motivations. However, it's safe to say that the potent combination of political outrage and increased costs created a perfect storm for subscriber churn in September, making it difficult for either factor to be viewed in isolation. This confluence of events certainly created a challenging environment for subscriber retention.

The Silver Lining: Millions of New Subscribers Still Joining the Disney Family of Services

Despite the substantial number of cancellations, it's not all grim news for Disney’s streaming efforts. In a crucial counterpoint to the churn, both Disney+ and Hulu also saw a healthy influx of new subscribers during September, which helped significantly to mitigate some of the losses from those who chose to leave.

• Disney+ New Sign-ups: The service welcomed approximately 2.18 million new subscribers in September, showing a positive trend from 1.99 million in August and 1.65 million in July. This marks a solid 10% increase from the previous month, suggesting ongoing demand for its content.
• Hulu New Sign-ups: Hulu gained about 2.11 million new subscribers in September, also showing growth from 1.97 million in August and 1.73 million in July. This represents a 5% increase month-over-month, indicating continued appeal.

In fact, Antenna's estimates indicate that both Disney+ and Hulu achieved their highest levels of new sign-ups in five months during September. This suggests that while some were leaving, others were still keen to join, whether it was for specific new content, new bundle offers (like those including ESPN's new standalone services which also launched around this time), or simply a fresh trial to explore what the platforms have to offer. These new additions certainly helped to cushion the blow from the high churn rates, painting a more nuanced picture than just cancellations alone.

Peeking Behind the Curtain: What This Means for Disney's Streaming Future Strategy

The September 2025 subscriber numbers are a fascinating snapshot of a volatile period, but what do they tell us about Disney's long-term streaming strategy? As of the end of June 2025, core Disney+ had around 128 million global subscribers, while Hulu boasted 55.5 million. Disney had previously projected a gain of over 10 million total Disney+ and Hulu subscriptions, primarily driven by expanded wholesale deals (like the Charter agreement) — though this projection was notably made before the Kimmel controversy erupted.

Interestingly, Disney has announced a significant shift in how it will report its streaming performance to the public. Following in Netflix's footsteps, the company plans to stop publicly reporting specific subscriber numbers for Disney+, Hulu, and ESPN+ starting with the first quarter of fiscal 2026 (which covers the last three months of calendar year 2025 for Disney+/Hulu, and the September 2025 quarter for ESPN+). The company states that this metric has become "less meaningful to evaluating the performance of our businesses" and that they are looking at other metrics. This means that detailed public reports like the Antenna data, which provides third-party insights, might become even more crucial for understanding the true state and growth trajectory of these services moving forward.

It's also worth noting that Antenna's data, while comprehensive and widely cited, doesn't capture every single subscriber. It doesn't include wholesale subscriptions (like those gained through partnerships with major cable providers) or clearly differentiate between someone canceling entirely versus simply switching or downgrading their plan. A Disney source even hinted to The Hollywood Reporter that Antenna's estimated cancellation numbers might be higher than Disney's own internal figures, suggesting there could be a discrepancy. So, while the surge in churn is undeniable and reflects real consumer sentiment, the full, intricate picture of Disney's subscriber base is complex and multifaceted.

The Bottom Line: A Volatile but Evolving Streaming Landscape for Viewers

September 2025 was a definite roller coaster for Disney's streaming platforms. The Jimmy Kimmel suspension undeniably triggered a wave of protest cancellations, compounding the effects of announced price increases. Disney+ and Hulu saw their churn rates double, a stark indicator of direct consumer sentiment and the power of audience backlash. However, the simultaneous increase in new sign-ups provided a crucial counterbalance, showing that while some viewers were leaving, the platforms still had significant appeal and were attracting new users.

As Disney prepares to stop publicly reporting subscriber numbers, these independent reports become even more vital for understanding the true health of its massive streaming business. It highlights the delicate balance streamers face between managing content, navigating political sensitivities, and implementing pricing strategies in a highly competitive and constantly evolving market. For us, the viewers, it means staying informed about how these big decisions from entertainment giants ultimately impact what we watch, where we watch it, and, perhaps most importantly, how much we have to pay for it.

Frequently Asked Questions About Disney+ and Hulu Subscribers

When did the Jimmy Kimmel controversy and related cancellations happen in 2025?

The Jimmy Kimmel controversy unfolded primarily in September 2025. ABC temporarily suspended "Jimmy Kimmel Live!" on September 17, and he made his return to air on September 23. The significant surge in cancellations for both Disney+ and Hulu was observed throughout that same month.

What were the main factors that caused the spike in Disney+ and Hulu cancellations?

The spike in cancellations was primarily attributed to two major factors: the public backlash and calls for boycotts over Jimmy Kimmel's temporary suspension from ABC following his monologue comments, and previously announced price increases for Disney+ and Hulu streaming plans that were set to take effect starting in October 2025.

How many subscribers did Disney+ and Hulu lose during September 2025?

According to data from the subscription research firm Antenna, Disney+ experienced approximately 3 million cancellations, while Hulu saw around 4.1 million cancellations in the U.S. during September 2025. These figures represent a significant increase over their usual monthly churn rates.

Did Disney+ and Hulu manage to gain any new subscribers during this turbulent period?

Yes, despite the high cancellation rates, both services also saw a substantial increase in new sign-ups. Disney+ reportedly gained about 2.18 million new subscribers, and Hulu added around 2.11 million new subscribers in September 2025. These new additions helped to mitigate some of the losses from the increased churn.

Sources

• MLive.com (Edward Pevos)
• Variety (Todd Spangler)
• Entertainment Weekly
• The Guardian
• BBC News (Danielle Kaye)
• The Hollywood Reporter (Alex Weprin)
• The Independent
• TV Insider (Paige Strout)
• Business Insider (James Faris)
• Deadline (Dade Hayes)