Disney: brand value 2020-2024

In 2024, the brand value of Disney amounted to 46.7 billion U.S. dollars. Two years prior, the value stood at 57.06 billion dollars, which represents a decline of 18 percent from a 57-billion-dollar peak two years before. Still, Disney remains one of the most valuable media brands worldwide.

What is happening to Disney’s brand?

Between 2022 and 2024, Disney has undergone significant business changes. Driven by the transformations in the video streaming market, the company could no longer rely on subscriber revenue alone. Disney’s largest segment is entertainment, which includes linear networks, direct-to-consumer (DTC) business and content sales and licensing. The DTC operations comprise of the company's streaming services such as Disney+, Disney+ Hotstar, and Hulu. This business slice started bringing substantial losses in the mentioned period, due to unpopular decisions to cut down on password sharing, increase prices of ad-free tiers, and remove beloved content from its platforms. Combined with numerous layoffs and poor reception of recently produced content, Disney’s brand began suffering, which is reflected in the annual declines.

Comparing streaming brands in terms of value

In comparison to other major media brands, especially those in the video streaming business, Disney still leads the pack. For example, despite Netflix’ success in being the only video company posting profits, its brand value remains below 25 billion dollars and shows an annual decline. At the same time, YouTube’s brand value stood higher than Netlfix, additionally exhibiting year-on-year positive growth. This still put Google’s video platform some 15 billion dollars short of Disney’s valuation. This data underscores Disney's strong position in the media industry, despite recent troubles on the market.