Disney Advertising reveals 157M ad-supported MAUs globally

Disney Advertising, a division of The Walt Disney Company , has disclosed its estimated ad-supported Monthly Active Users (MAUs) across its streaming portfolio, unveiling impressive global and domestic figures at the 5th annual Tech and Data Showcase during CES 2025.

Rita Ferro, President of Global Advertising, announced that Disney’s ad-supported MAUs have reached an estimated 157 million globally, including 112 million in the U.S. and Canada, based on a six-month average. The milestone underscores Disney’s dominance in the ad-supported streaming space and its commitment to transparency.

“Disney sits at the intersection of world class sports and entertainment content, with the most high-value audiences in ad-supported global streaming at scale,” said Rita Ferro, President of Global Advertising. “We wanted to be the first to offer our industry greater transparency into the methodology used to estimate our engaged global ad-supported monthly active users.”

Additional details include:

Unlike linear advertising, there is no industry standard methodology for measuring global streaming advertising audience size.
Disney Advertising set out to define a globally consistent approach and methodology to estimate ad-supported audience numbers.
The ad-supported MAU numbers are derived from active accounts across Disney’s streaming ecosystem (Disney+, Hulu, ESPN+)* who have viewed ad-supported content continuously for more than 10 seconds.
Each active account is then multiplied by the number of estimated users per account (global average is 2.6 and it varies by application and region) to estimate the total number of users.
Multipliers are determined by first-party survey data representing subscribers in regions with an advertising tier.** This survey includes more than 13,000 individuals ages 18-64.
As an advertising industry leader focused on proving the power of our data, this is another step that delivers intentional and impactful results for brands – in a uniquely Disney way.

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