• by Wayne Friedman , 5 hours ago

Although advertising revenues for Disney+ will continue to rise by double-digit percentages, viewing growth will move more slowly over the next two years.

Estimates from eMarketer project Disney+'s U.S. advertising revenues will climb 21% this year to $1.2 billion and 17% next year ($1.4 billion).

At the same time, it sees Disney+ U.S. viewing growth rising only 4.6% (128.1 million) this year and 4.1% (133.3 million) in 2027.

The advertising research company defines viewers for these results as individuals of any age who watch Disney+ on all platforms, CTV, app, or website at least once per month.

Disney+ is not the only streamer to see slower-moving, low single-digit percentage gains in viewing engagement data.

In the second half of 2025, Netflix reported only around 2% growth in total viewing hours.

Total hours watched globally in the first half of the year were only up 1% to 95.2 billion hours, according to MoffettNathanson analysis

Emarketer also adds in its estimates that Hulu will see its advertising revenues move more slowly but in closer comparison to its viewer engagement.

Hulu's ad revenue is expected to rise 3.5% higher this year ($2.7 billion) and 4% in 2027 ($2.8 billion).

Viewing will move at a growth rate of about 2.7% to 142.5 million (2026) and 2.3% next year (145.8 million viewers).

Hulu continues to lead all individual premium streaming platforms in terms of yearly ad revenue, according to industry estimates.