根據《紐約時報》和FOX Business的報導與Antenna訂閱分析公司的真實數據，迪士尼旗下的串流平台在2025年9月遭遇前所未有的訂閱退潮。統計顯示，Disney+當月的退訂數量是過去三個月平均值的兩倍以上，而同樣隸屬迪士尼的 Hulu也不例外，退訂率翻倍，流失用戶超過四百萬人。這波大規模的用戶流失與一段深夜脫口秀主持人的爭議發言密切相關。

事件源於Jimmy Kimmel在節目中對保守派人物Charlie Kirk遇刺事件的評論，他錯誤暗示兇手與極右群體「MAGA幫」有關。這一發言迅速在網路上引爆輿論，被大量保守派媒體批評為「造謠、帶節奏」。隨後，ABC電視台——同樣隸屬迪士尼——於9月17日宣布暫停播放《Jimmy Kimmel Live!》，引發社群平台上的激烈討論。部分觀眾認為這是「言論審查」，另一些人則認為主持人應對不負責任的言論道歉。然而，對迪士尼而言，最直接的影響是觀眾的實際行動——取消訂閱 Disney+ 和 Hulu，形成了罕見的「雙重流失潮」。

Antenna 的數據揭示這場退訂風暴的規模：Disney+在9月流失約300萬用戶，相比過去平均的120萬增長 150%，退訂率從4%飆升至8%；Hulu退訂率也從5%翻倍至10%，共流失410萬用戶。有趣的是，同期這兩個平台也出現「反向流入」現象，Disney+新增約 220萬美國訂閱者，Hulu增加210萬，顯示雖然市場震盪，但品牌仍具吸引力。這正體現「品牌極化效應」：在政治高度敏感的環境中，一場爭議既可能失去部分觀眾，也可能吸引另一部分人的好奇與支持。

這次事件的影響不僅是娛樂圈的口水戰，更是品牌管理與言論風險的典型案例。對迪士尼而言，面臨兩難局面：一方面，ABC作為美國主流媒體，需要維護節目內容的公正與形象；另一方面，Disney+與 Hulu作為串流平台，依賴消費者的情感連結與訂閱信任。任何政治化事件都可能迫使品牌在立場上作出選擇。此外，事件也暴露了「媒體與用戶之間的信任危機」，當觀眾感覺平台在審查或受政治力量左右時，退訂成為表態的直接方式。在社交媒體時代，這種反應幾乎是即時的，比起寫信抗議，人們更傾向直接取消訂閱，甚至發起「#CancelDisneyPlus」等標籤運動。

這起事件提醒業界，在政治敏感環境下，品牌必須精準把控言論風險與公眾信任，任何小小失誤都可能引發龐大的商業衝擊。

According to reports from The New York Times and FOX Business, along with subscription analytics from Antenna, Disney’s streaming platforms faced an unprecedented wave of cancellations in September 2025. Data shows that Disney+ experienced over twice the number of cancellations compared to its three-month average, and Hulu, also owned by Disney, suffered similarly, losing over four million users as its churn rate doubled. This massive subscriber exodus was closely tied to a controversial comment made by a late-night talk show host.

The incident began when Jimmy Kimmel, during his show, incorrectly implied that the assailant involved in an attack on conservative figure Charlie Kirk was linked to the far-right “MAGA” movement associated with Trump supporters. His remarks quickly ignited public debate online and were heavily criticized by conservative media as “spreading rumors and stirring tensions.” In response, ABC, which is also owned by Disney, announced on September 17 that it would temporarily suspend Jimmy Kimmel Live!. This triggered polarized reactions on social media: some viewers condemned the move as “censorship,” while others argued that Kimmel should apologize for irresponsible commentary.

The most significant impact for Disney, however, came from actual subscriber behavior. Thousands of viewers canceled their Disney+ and Hulu subscriptions, either in protest of the suspension or due to political disagreements, creating a rare “dual churn wave.”

Antenna’s statistics reveal the scale of the exodus: Disney+ lost approximately 3 million users in September, a 150% increase over the average of 1.2 million, with the churn rate jumping from 4% to 8%. Hulu also saw its churn rate double from 5% to 10%, losing 4.1 million users. Interestingly, both platforms simultaneously experienced an influx of new subscribers: Disney+ gained around 2.2 million new U.S. users, and Hulu added 2.1 million. This reflects a “brand polarization effect,” where politically sensitive controversies can drive some users away while attracting others’ attention and engagement.

Beyond a mere entertainment controversy, the incident serves as a textbook case in brand management and speech-related risks. Disney faces a difficult balancing act: ABC, as a mainstream U.S. media outlet, must maintain fairness and credibility, while Disney+ and Hulu rely on emotional engagement and subscriber trust. Political controversies can force brands into delicate positions. Moreover, the event highlights a trust gap between media platforms and users—when audiences perceive censorship or political influence, cancellations become a direct means of expressing disapproval. In the social media era, these reactions are almost instantaneous, often manifesting as subscription cancellations or viral campaigns such as #CancelDisneyPlus.

This episode underscores the critical importance for media brands of carefully navigating political sensitivity, public perception, and subscriber trust, as even minor missteps can trigger significant commercial repercussions.