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In the fiscal year ended on September 27, 2025, the Walt Disney Company reported advertising expenses of *** billion U.S. dollars in 2024, up from *** billion in the previous year. That constitutes a year-on-year increase of nearly percent.

Walt Disney’s acquisitions are a driver of growth

The Walt Disney Company is known around the world for its groundbreaking animation work and beloved movie characters. Initially founded as a cartoon studio in the 1920s, the business has grown and diversified at a large scale, now encompassing an impressive mix of global media networks, consumer products, parks, and resorts. In order to maintain its top spot among the world's largest media and entertainment conglomerates, Disney is investing heavily in advertising and acquisitions. Today, the House of Mouse is home to television networks and streaming services such as ABC, ESPN, National Geographic, and Hulu. Meanwhile, the multi-billion-dollar purchases of Pixar, Marvel Studios, Lucasfilm, and 21st Century Fox also helped Disney boost the appeal of its tentpole video streaming service.

Advertising (on) Disney+

Disney+ is Disney's newly established subscription video-on-demand (SVOD) service. It hosts and has exclusive streaming rights to the company's entire content catalog, including TV shows and movies from all of its subsidiaries. In addition to advertising Disney+ in over 50 countries and regions, Disney also spends millions of dollars to promote the latest additions to the platform. One of the most noteworthy outdoor marketing campaigns of the past few years was arguably the collaboration with Air Canada for the release of "Turning Red." Pixar's animated feature, which was released on Disney+ in early 2022, had a distinctly Canadian setting, prompting the airline to display illustrations of the magical red panda on the exterior of one of its aircrafts.