The streaming landscape took a dramatic turn last month when Disney+ and Hulu experienced a notable uptick in both cancellations and new subscriptions — a curious inconsistency that left analysts scratching their heads over shifting audience loyalties. Why did the subscriptions suddenly increase? According to figures released by research firm Antenna, the two platforms endured their most volatile subscriber activity in months, sparked by an unexpected controversy surrounding a popular late-night talk show. The incident began on September 17 when ABC announced that “Jimmy Kimmel Live!” would be suspended “indefinitely”. The decision came just days after the host made on-air comments about “the MAGA gang” trying to exploit the tragedy involving the suspected murder of conservative activist Charlie Kirk. The comments sparked outrage among certain conservative circles, prompting two major ABC affiliates — Nexstar and Sinclair — to pull the show from their schedules. In response, frustrated viewers took their dissatisfaction to Disney’s streaming platforms. Throughout September 2025, Disney+ saw its US cancellation rate rise to 8%, a sharp increase from the 4% average recorded over the previous two months. Hulu experienced an even steeper climb, reaching a 10% cancellation rate compared to its earlier 5%. These numbers beat the industry’s overall weighted average of 7% across nine major premium services, including Netflix, HBO Max, Apple TV+, Paramount+, and others. Were the numbers all negative? Still, the numbers were not all negative. Paradoxically, both Disney+ and Hulu also witnessed a significant influx of new subscribers during the same period. Antenna’s data revealed that Disney+ welcomed 2.18 million new members in September, up from 1.99 million in August and 1.65 million in July. Hulu followed close behind with 2.11 million new signups, also reflecting an upward trend. Together, they each claimed a 14% market share of total new subscriptions that month – slightly lower than August, but higher than July. The intrigue deepened when ABC reinstated the suspended host on Sept. 23, a move that proved to be a ratings bonanza. That night’s episode became the show’s highest-rated broadcast to date, even with continued boycotts from Sinclair and Nexstar stations. The episode underscores the increasingly complex relationship between broadcasting controversies and streaming economics. What began as a network decision rippled through the wider Disney ecosystem, testing the resilience — and unpredictability — of modern audience behavior in the age of digital loyalty.
Disney+ and Hulu gain subscribers despite uptick in cancellations after Jimmy Kimmel’s brief suspension
