Disney Plus has lost millions of subscribers since its peak, but exact cancellation numbers are not public

Disney does not release how many people canceled Disney Plus in any given month or year. The company reports only its total subscriber count each quarter to investors, which means the real cancellation number is hidden inside that total. When Disney says it lost 4 million subscribers in a quarter, that figure includes both people who canceled and the difference between new sign-ups and departures — you cannot separate the two from public information.

What we do know comes from Disney's quarterly earnings reports and investor calls. In late 2022 and early 2023, Disney Plus lost subscribers for the first time since launch. The company reported 150.6 million subscribers at the end of 2022, then dropped to 146.6 million by mid-2023. That 4 million loss was the largest single-quarter decline the service had experienced. By late 2023, Disney Plus had stabilized and begun growing again, reaching 150.2 million subscribers by the end of that year.

Key Takeaways

  • Disney does not publish how many people canceled Disney Plus each month or quarter — only total subscriber counts.
  • The service lost subscribers in 2023 for the first time, with a reported decline of 4 million in one quarter, but this number includes both cancellations and the net change in new sign-ups.
  • Industry analysts estimate that price increases, password-sharing restrictions, and competition from other streaming services drove the losses.
  • Disney Plus returned to subscriber growth in late 2023 and has continued adding subscribers since then.

Why Disney Plus lost subscribers in 2023

Three major changes happened around the same time Disney Plus began losing subscribers. In December 2022, Disney raised prices on its ad-free plan from $10.99 to $13.99 per month. In the same month, the company began enforcing its password-sharing policy, which prevented people from using one account across multiple households. These two moves hit existing subscribers directly — they either paid more or lost access to shared accounts.

At the same time, the streaming market became more crowded. Netflix, Amazon Prime Video, Hulu, Max (formerly HBO Max), Paramount Plus, and Apple TV Plus all competed for the same viewers. Many households began canceling services they used only occasionally to save money. Disney Plus, which relies heavily on Marvel and Star Wars content that releases on a schedule rather than all at once, became easier to cancel and rejoin later compared to services with constant new releases.

How analysts estimate real cancellation numbers

Because Disney does not break down cancellations separately, research firms like Antenna and Churn Labs track cancellations by surveying subscribers and analyzing payment data. These firms estimate that Disney Plus lost between 2 and 3 million subscribers per month during its worst period in early 2023. However, these are estimates based on samples, not official figures from Disney.

The challenge with any estimate is that it cannot account for people who pause their subscription (a feature Disney introduced) versus those who fully cancel. Someone who pauses for three months and resumes is not the same as someone who cancels permanently, but both actions affect the subscriber count Disney reports.

What changed after the subscriber losses

Disney responded to the losses by introducing a cheaper ad-supported tier in November 2022 at $7.99 per month, which attracted price-sensitive viewers. The company also cracked down on password sharing more aggressively, which initially hurt numbers but was designed to convert shared accounts into paid subscriptions over time. By mid-2023, this strategy began working — Disney Plus returned to growth.

Additionally, Disney bundled Disney Plus with Hulu and ESPN Plus at a discounted price, making it harder for households to justify canceling. The bundle strategy proved effective at retaining subscribers who might otherwise have left.

Current subscriber trends and what they mean

As of the most recent earnings reports, Disney Plus has stabilized above 150 million subscribers globally. The service is no longer losing subscribers, and Disney projects continued growth. However, growth has slowed compared to the service's early years when it was adding 10 million subscribers per quarter.

The slowdown reflects market maturity — Disney Plus has already reached most of the people in wealthy countries who want the service. Future growth depends on expanding into lower-income markets, raising prices further, or releasing content that drives new subscriptions. Each of these carries the risk of triggering another round of cancellations.

Why Disney does not release cancellation data

Public companies are not required to break down cancellations separately from new subscriptions. Disney reports only the net change in subscribers because that is what matters to investors — the total revenue the service generates. A company losing 5 million subscribers but gaining 6 million looks better to investors than one losing 5 million and gaining 4 million, even though the cancellation rate is identical.

This opacity also protects Disney's negotiating position. If Disney revealed that a price increase caused 2 million cancellations, content creators and talent could use that data to argue for lower licensing fees or higher payments. By keeping the numbers opaque, Disney maintains control over the narrative around its business performance.

Frequently Asked Questions

Is Disney Plus still losing subscribers?

No. Disney Plus returned to subscriber growth in late 2023 and has continued adding subscribers since then. The service is no longer in decline, though growth is slower than it was in the service's first few years.

How many people have Disney Plus right now?

Disney reported 150.2 million subscribers at the end of 2023. The current number changes each quarter, and Disney releases updated figures in its earnings reports to investors.

Did the password-sharing ban cause people to cancel?

The password-sharing restrictions coincided with subscriber losses in early 2023, and industry analysts believe it was a major factor. However, Disney does not separate how many cancellations came from password sharing versus price increases or other reasons.

Can I find out how many people canceled in my country?

No. Disney reports only global subscriber totals, not breakdowns by country or region. Some research firms publish estimates for specific markets, but these are not official figures.

Will Disney Plus raise prices again?

Disney has not announced future price increases. The company tends to raise prices every 12 to 18 months, but the timing and amount depend on competition, inflation, and subscriber growth rates.