The last couple of years have been a massive referendum on Disney’s preferred strategy of taking a beloved IP and just draining it dry of any clout and cultural heft it may have.
A recent batch of Nielsen ratings focused on streaming shows in 2022 hammers that point home in powerful fashion.
Nielsen took a look at streaming viewership numbers for 2022, and what it found was that Disney’s current strategy of running things into the ground is decidedly not paying off.
To get the good news for Disney out of the way first: When it came to overall streaming programs, Disney actually represented itself nicely. While Netflix (with heavy hitters like beloved sci-fi show “Stranger Things” and young children’s show “Cocomelon”) dominated the top 15 overall streaming programs by total minutes watched, Disney did pop up periodically with shows like “Bluey” and “The Simpsons,” as well as the movie “Encanto.”
But if you peel back that onion another layer, you can see that that “good news” for Disney is hardly that at all.
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Because if you look at 2022’s top 15 original streaming programs, it shows that Disney’s own intellectual properties are losing their luster.
Netflix, which is dealing with its own headaches despite its relative dominance in the streaming service world, owned 13 of the 15 top original streaming programs in 2022. Amazon Prime featured the other two.
Nowhere to be seen on that list? Disney Plus. That’s a particularly embarrassing problem given that Disney, unlike Netflix or Amazon Prime, owns two of the biggest entertainment properties in the world — Marvel and Star Wars.
Of course, had Disney not released anything in 2022, maybe you chalk it up as not your year and move on. But Disney didn’t just release content in 2022 — it released some of its heaviest hitters.
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In 2022 alone, Disney helped produce “She-Hulk,” “Ms. Marvel” and “Moon Knight” streaming shows from the Marvel side of their ledger. As for Star Wars, Disney released the highly-anticipated Kenobi mini-series in…
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