Did the Jimmy Kimmel Controversy Really Tank Disney+ & Hulu Subscribers?

New data reveals a wild ride for Disney+ and Hulu in September, with cancellation rates soaring after the Jimmy Kimmel Live! suspension and price hikes – but that's not the whole story.

TL;DR

• Disney+ and Hulu saw their monthly cancellation rates double in September 2025, hitting 8% and 10% respectively.
• This surge in "churn" coincided directly with Jimmy Kimmel's brief suspension from ABC and recently announced streaming price increases.
• Despite these cancellations, both services also experienced a significant uptick in new subscribers, helping to balance the overall impact.

The Unforgettable Week: What Sparked the Jimmy Kimmel Live! Suspension?

Alright, let's rewind to last month, specifically September 15, 2025. That's when late-night host Jimmy Kimmel, known for his sharp wit and political commentary, found himself in a whirlwind of controversy. On his show, "Jimmy Kimmel Live!", he made some pointed remarks about "the MAGA gang" trying to politicize the murder of conservative activist Charlie Kirk.

Two days later, on September 17, ABC dropped a bombshell: Kimmel's show was "suspended indefinitely." Can you imagine the chatter? The internet exploded! This decision came after significant pressure, including threats from Federal Communications Commission (FCC) Chairman Brendan Carr, who openly suggested the agency could "do this the easy way or the hard way" if broadcasters didn't "change conduct and take action." Many saw this as an attempt to revoke ABC's broadcast license, adding fuel to the fire.

Adding to the drama, major ABC affiliate groups, Nexstar and Sinclair, announced they would pre-empt Kimmel's show, effectively pulling it off the air in many markets. This move sparked a massive public outcry, with critics from Hollywood, lawmakers, and civil liberties groups like the ACLU decrying it as censorship and a violation of free speech. Calls for boycotts of Disney+, Hulu, and other Disney-owned services quickly began trending across social media. Even SiriusXM host Howard Stern publicly declared he was canceling his Disney+ subscription in protest.

It was a tense six days, but Disney eventually reversed course. On September 23, Kimmel was back on air, with Disney releasing a statement about "thoughtful conversations" and acknowledging some of his initial comments were "ill-timed and thus insensitive." The whole episode became a massive talking point, highlighting the delicate balance between free speech, corporate decisions, and public sentiment in the digital age.

Crunching the Numbers: How Many Subscribers Really Left Disney+ and Hulu?

So, with all that drama, did the boycott threats actually hit Disney where it hurts – their streaming subscriber numbers? According to new data released by Antenna, a subscription analytics firm that keeps a close eye on major streaming services, the answer is a bit complicated, but definitely leans towards "yes, it had an impact."

Antenna's September 2025 report showed some pretty stark figures for Disney+ and Hulu's cancellation rates, also known as "churn":

• Disney+ Cancellation Rate: It jumped to 8% in September. This is double the average 4% churn rate seen in the two months prior.
• Hulu Cancellation Rate: This service saw its churn rate hit a whopping 10%, also double its previous average of 5%.

To put that in perspective, these numbers are the highest Disney+ and Hulu have seen since at least April 2023. While the industry weighted average for nine premium streaming services (including Apple TV+, HBO Max, Netflix, etc.) also ticked up to 7% in September (from 6% in August), Disney and Hulu's increases were far more drastic. For comparison, Netflix, often considered the "king of the hill," maintained a consistent churn rate of only 2%.

Antenna's estimates suggest that these doubled churn rates translated into significant subscriber losses:

• Disney+ Estimated Cancellations: Approximately 3 million U.S. subscribers.
• Hulu Estimated Cancellations: Around 4.1 million U.S. subscribers.

These figures are more than double the average cancellations these services typically saw in the preceding three months.

However, here's where the story gets really interesting and a lot more nuanced: Antenna also reported that both Disney+ and Hulu experienced a surge in new sign-ups during September. Yes, you read that right – while people were canceling, others were joining!

• Disney+ New Subscribers: 2.18 million new sign-ups in September, up from 1.99 million in August and 1.65 million in July.
• Hulu New Subscribers: 2.11 million new sign-ups in September, an increase from 1.97 million in August and 1.73 million in July.

So, while the outrage certainly led to a spike in cancellations, the increased sign-ups significantly helped to offset the losses. It paints a picture of a very dynamic month for both streamers.

Beyond the Boycott: Unpacking Other Major Factors in Streaming Churn

While the Jimmy Kimmel controversy undoubtedly fueled a significant portion of the September cancellation surge, it's crucial to understand that it wasn't the only factor at play. The streaming world is a complex beast, and several other elements likely contributed to these elevated churn rates:

Rising Subscription Prices Across the Board

Coinciding almost exactly with the Kimmel suspension drama, Disney announced previously planned price increases across most of its Disney+, Hulu streaming plans, and bundles. These new costs became effective in October 2025. For instance, the standalone Hulu with ads service went from $9.99 to $11.99 per month, and the basic Disney+ plan also saw an increase.

It's a pretty well-known rule in the streaming business: price hikes, no matter how carefully implemented, almost always lead to an increase in cancellations in the short term. People tend to re-evaluate their subscriptions when the cost goes up, and some inevitably decide to cut ties. So, while not directly related to Kimmel, the timing of these announcements certainly added to the churn.

An Industry-Wide Trend of Shifting Viewer Habits

It wasn't just Disney and Hulu feeling the heat. Antenna's data also showed that other major streaming services experienced a bump in churn during September:

• HBO Max: Churn hit 9% (up from 8% in August).
• Starz, Paramount+, and Apple TV+: All saw their cancellation rates on the rise.

This broader trend aligns with data from Nielsen, which tracks overall TV usage. September is traditionally a month where live sports, particularly NFL and college football, drive a resurgence in traditional pay-TV viewing, often leading to a slight pullback from streaming services. It's possible some subscribers were simply shifting their entertainment focus, rather than protesting.

The Nuances of Data Reporting: Understanding Antenna's Estimates

It’s important to remember that Antenna’s data provides valuable estimates, but it comes with a few caveats. The firm bases its figures on millions of permission-based, consumer opt-in transaction records, including digital receipts and banking data. However, as the reports themselves note:

• Wholesale Subscriptions: Antenna's methodology doesn't include subscriptions acquired through Disney's wholesale streaming business, such as major distribution deals with partners like Charter. These partnerships could bring in millions of additional subscribers not reflected in the reported numbers.
• Switching vs. Canceling: The data doesn't differentiate whether a "cancellation" was a complete departure or if a consumer merely switched, upgraded, or downgraded their streaming plan. For example, moving from a standalone Disney+ plan to a Disney Bundle with Hulu might register as a cancellation of the individual service, even if the customer remains within the Disney ecosystem.
• Disney's Internal Data: A Disney source told The Hollywood Reporter that Antenna’s numbers are estimates and that Disney’s own internal data shows lower cancellation rates. This is common, as external analytics firms often use different methodologies than internal company tracking.

So, while the data clearly indicates a significant impact, the full "net" effect on Disney's subscriber base for September remains somewhat obscured to the public, especially given the increase in new sign-ups.

Kimmel's Triumphant Return: A Deep Dive into His Record-Breaking Comeback

While Disney+ and Hulu were navigating a tricky month, Jimmy Kimmel himself made quite the splash upon his return. When "Jimmy Kimmel Live!" aired again on September 23, it delivered some truly astonishing numbers.

Despite the initial boycotts from Nexstar and Sinclair affiliates (which accounted for an estimated 23% of households not being able to watch on their local ABC stations), Kimmel's first episode back brought in a whopping 6.3 million viewers on television. That's triple his normal TV viewership and, according to reports, ranked as the show's highest-rated episode ever. This clearly showed that public interest and support for Kimmel were incredibly high, even after the controversy.

But the TV ratings were only part of the story. Kimmel's comeback monologue, where he clarified his earlier remarks about Charlie Kirk's murder and passionately defended free speech, became a viral sensation online. It racked up over 15 million views in just 16 hours on YouTube. As of October 20, 2025, that single monologue has amassed more than 22 million views. This incredible digital reach dwarfed his linear TV audience spike, highlighting the power of online platforms in amplifying traditional media moments.

Following his successful return, both Sinclair and Nexstar eventually backed down from their boycotts, reinstating "Jimmy Kimmel Live!" on their ABC affiliates across the country. It appears the public's strong reaction, combined with Kimmel's own powerful address, helped solidify his position and even boost his popularity.

"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 show (Sept 22, 2025)

What This Means for You: The Future of Disney, Hulu, and Your Streaming Bill

So, what's the takeaway from all this subscriber flux, political drama, and price adjustments? For us, the viewers, it's a reminder that the streaming landscape is constantly evolving, driven by content, cost, and increasingly, social and political discourse.

One major change coming down the pipeline is Disney's decision to stop reporting specific subscriber numbers for its streaming services. Starting with the first quarter of its fiscal 2026 (which covers the last three months of calendar year 2025) for Disney+ and Hulu, and as of the September 2025 quarter for ESPN+, Disney will no longer disclose these metrics. The company stated that subscriber counts have become "less meaningful to evaluating the performance of our businesses." This means going forward, we'll have to rely on other financial indicators and external analytics firms like Antenna to get a sense of how these services are performing.

This move is a strategic shift, aligning Disney with other media giants that prefer to focus on profitability and user engagement rather than just raw subscriber numbers. It could also make it harder for the public to gauge the immediate impact of future controversies or price changes.

Looking ahead, Disney is also continuing its plan to fully integrate Hulu into Disney+, aiming to create a single "one-stop streaming superapp." This strategy is designed to offer a more seamless experience for subscribers and potentially boost engagement across its entire content library. Whether this integration, alongside the recent price adjustments, will ultimately bring back or retain subscribers who left during the Kimmel drama, or attract new ones, remains to be seen.

Ultimately, the September data for Disney+ and Hulu tells a complex story. While the Jimmy Kimmel suspension and concurrent price hikes led to a significant spike in cancellations, the impressive surge in new sign-ups highlights the resilience and enduring appeal of these platforms. It's a clear demonstration that even in the face of public outcry, the streaming market continues to be a competitive arena where content and value still drive consumer decisions, albeit sometimes alongside strong opinions on current events.

FAQ: Your Burning Questions About the Disney+/Hulu Situation Answered

When did the Jimmy Kimmel suspension happen? Jimmy Kimmel's show, "Jimmy Kimmel Live!", was suspended by ABC on September 17, 2025, following comments he made on September 15. He returned to air on September 23, 2025. Is Jimmy Kimmel's show back on ABC? Yes! Jimmy Kimmel returned to "Jimmy Kimmel Live!" on September 23, 2025, and the show has since resumed its regular schedule. Local ABC affiliates that initially pre-empted the show, like Nexstar and Sinclair, also brought it back on air. Did Disney+ and Hulu's prices increase? Yes, Disney announced price increases for most Disney+ and Hulu streaming plans and bundles on September 23, 2025. These new prices became effective in October 2025. For example, the Hulu with ads plan increased from $9.99 to $11.99 per month. How many subscribers did Disney+ and Hulu actually lose? According to data from analytics firm Antenna, Disney+ saw its cancellation rate double to 8% (estimated 3 million subscribers), and Hulu's rate doubled to 10% (estimated 4.1 million subscribers) in September 2025. However, both services also saw a significant increase in new sign-ups during the same month, which helped to offset these losses. The exact net subscriber change for September has not been publicly released by Disney. Sources

• Variety: "Disney+, Hulu Cancellation Rates Doubled Amid Jimmy Kimmel Suspension and Price Hikes — but Sign-Ups Also Increased" (Todd Spangler, Oct 20, 2025)
• BBC News: "Spike in Disney+ cancellations after Kimmel suspension" (Danielle Kaye, Oct 20, 2025)
• The Guardian: "Disney+ and Hulu cancellation rates doubled after Kimmel suspension" (Oct 20, 2025)
• Deadline: "Jimmy Kimmel Live! Suspension Coincided With Doubling Of Disney+, Hulu Subscriber Churn – Antenna" (Dade Hayes, Oct 20, 2025)
• The Hollywood Reporter: "Disney+ and Hulu Cancellation Rates Soared After Jimmy Kimmel Suspension" (Alex Weprin, Oct 20, 2025)
• Business Insider: "Disney+ cancellations surged as boycotts for Jimmy Kimmel's suspension kicked in — here's how big the spike was" (James Faris, Oct 20, 2025)
• The Independent: "Hulu saw its rate of cancellations double after Jimmy Kimmel’s late-night show was temporarily pulled from air" (Oct 20, 2025)
• TV Insider: "Disney & Hulu Cancellation Numbers Revealed After Jimmy Kimmel Drama and Price Hikes" (Paige Strout, Oct 20, 2025)
• The Daily Beast: "Disney+ and Hulu Cancellations Double Amid Kimmel Suspension" (Ethan Cotler, Oct 20, 2025)
• Antenna (as referenced in articles)