Disney Continues to Feel the Impact of Pulling Kimmel and Price Increases in Subscriber Sentiment and Churn
All has not been magic in Disney’s mobile kingdom. The media giant’s streaming apps faced a wave of negative user sentiment in September, as U.S. App Store ratings for Disney+ and Hulu registered sharp declines. New Appfigures data shows that average ratings for both services fell significantly during the month, reflecting user frustration tied to both real-world events and rising subscription costs.
Disney+ Took a BIG Hit
Disney+ saw the steepest slide in sentiment. Its average U.S. rating dropped from 3.8 stars in August to just 1.3 stars by late September, a decline of more than two full stars in under two months. Negative reviews spiked in mid-September, when 1-star submissions climbed from 22% of all reviews in August to 87% for September 17 to 30.
To put this decline in perspective, we only have to look at Disney+ and Hulu’s rivals during the same period. NBC’s Peacock, for example, saw an average rating of 4.63 stars between September 17 and 30, while Paramount+ averaged 4.43 stars. Both were close to their average ratings for the month of August as well.
Hulu also saw its average rating trend downward, though to a lesser degree, falling from 1.4 stars in August to about 1.0 in September. ESPN’s app, by comparison, remained steady, indicating that negative user sentiment was focused on Disney’s entertainment platforms rather than its sports offering.
Facing Fallout on Two Fronts
The surge in low ratings aligns with two major developments. First, Disney’s decision to pause and later reinstate Jimmy Kimmel Live became a flashpoint for many reviewers. Comments revealed polarized reactions: some users expressed frustration over the pause itself, while others criticized the show’s return.
Second, Disney announced price increases for its streaming subscriptions right around Kimmel’s return, further fueling dissatisfaction. Almost 25% of reviews cited cost as a primary factor in canceling subscriptions at that time, pointing to a growing sensitivity to rising streaming prices. In fact, the number of 1-star reviews mentioning pricing in September was 12 times higher than in August.
Cancellations and Perception of Value
Beyond individual events, the reviews reveal a broader theme: Disney+ subscription cancellations tied to a perception of declining value. Some long-time customers referenced leaving the service after multiple price increases since launch. Others criticized a mismatch between cost and content availability, citing dissatisfaction with losing access to content as Disney removes it.
What It All Means
The data illustrates how quickly real-world events and pricing decisions can cause ripples in app store sentiment. For Disney, the Kimmel controversy may have been the immediate catalyst, but price sensitivity also appears to be a powerful driver of churn and low ratings. Together, they produced a rare convergence: a flagship streaming app’s average rating plunging by more than two stars in under two months.
As streaming competition intensifies, these results underscore the importance of balancing content decisions with consumer expectations around value — because subscribers are increasingly willing to voice dissatisfaction not only in reviews, but with their wallets.
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