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In 2025, the brand value of Disney amounted to **** billion U.S. dollars. This represents a decline of over*** percent from a **-billion-dollar peak in 2022. Still, Disney remains one of the most valuable media brands worldwide.

What is happening to Disney’s brand?

In recent years, 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 revenue segment is entertainment, which includes linear networks, direct-to-consumer (DTC) business and content sales and licensing. The DTC operations comprise the company's streaming services such as Disney+ and Hulu, which have suffered from unpopular decisions, such as the cut down on password sharing and increase in prices. This, combined with numerous layoffs and poor reception of recently produced content, has negatively impacted Disney’s brand. 

Brand value in the video streaming world

In comparison to other major media brands, especially those in the video streaming business, Disney still leads the pack when it comes to brand value. For instance, Netflix's brand value remains below ** billion dollars and has shown an annual decline since 2023. In its turn, YouTube’s brand value declined in 2025 after peaking at over ** billion dollars in 2024.