The Disney Channel, once a cornerstone of the company’s influence on children that was a top 10 network in 2014, has seen its viewership fall to 132,000 average daily primetime watchers in 2023, according to eMarketer. The company also shared that Nielsen estimates show children ages 2 to 11 prefer YouTube over traditional TV and Disney+, viewing three times more YouTube content in April compared with Disney+.
EMarketer data showed YouTube dominates social media usage among U.S. children under 12, with 58% preferring it over TikTok (5.5%), Instagram (5%), Facebook (3.7%), and Snapchat (3.2%). Gen Z shows a strong inclination toward Snapchat (52.3%) and TikTok (43.8%), but YouTube remains vital with 25.5% of the total user share. Disney+, capturing 30% of Gen Z users, struggles to maintain engagement with the youngest audiences.
U.S. children under 12 prefer YouTube, which has 28.6 million viewers, followed by Netflix (17.2 million) and Disney+ (15.6 million). This shift has implications for Disney and could affect its broader revenue streams, including theme parks and merchandising.
Over 60% of Disney+ subscribers reportedly do not have children at home, per company data. This suggests that while Disney+ is appealing, it may not be a go-to platform for kids. The company’s traditional strength, long-form content, is at odds with the current preferences of its youngest audience, who favor quick, engaging videos.
EMarketer concluded that the rise of short-form content on platforms like YouTube has fundamentally altered how children consume media—and Disney seems slow to capitalize on this shift. The company needs to rethink how it can capture and retain the attention of young audiences. Investing in new formats and platforms that resonate with children’s viewing habits is critical. Disney’s iconic characters and stories can thrive in these environments if adapted correctly—but overreliance on existing franchises like Marvel and Star Wars poses a risk.