Supervisor

Martha Gilheaney

Programme

MA in International Business

Keywords

Streaming services competition, subscriber churn, Disney+ strategy.

Abstract

This study examines the challenges facing Disney+, a subscription-based streaming service owned by The Walt Disney Company, in sustaining long-term growth following its rapid global expansion since 2019. While early success was driven by access to major franchises such as Disney, Marvel, Pixar, Star Wars, and National Geographic, the platform is increasingly affected by high subscriber churn. Factors including price sensitivity, content saturation, and intensified competition from platforms such as Netflix, Max, and Amazon Prime Video have contributed to declining user retention. The phenomenon of “subscription cycling,” where users subscribe temporarily to consume specific content, further destabilises revenue streams and increases customer acquisition and content production costs. These pressures also create ongoing demands for high-performing content, raising concerns about long-term sustainability. The study highlights Disney+’s strategic shift from customer acquisition towards retention and revenue stability within an increasingly competitive streaming market.

Date of Award

2025

Full Publication Date

2025

Access Rights

open access

Document Type

Capstone Project

Resource Type

thesis

Digital Object Identifier (DOI)

https://doi.org/10.63227/652.299.129

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Included in

Business Commons

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