Yesterday, we talked about the politics of the Kimmel suspension in return. Today we’re going to focus on the business side, something I feel a bit more knowledgeable about and where the schadenfreude really starts to flow.
It is difficult to overstate just how badly ABC/Disney handled this and what a cautionary tale the company has become. It’s easy to understand that initial calculation. It was the same one so many companies have made in the past few months. When faced with an obviously illegitimate demand, they weighed the potential costs of pushing back against the loss of reputation and decided it wasn't worth fighting. However, even by this debased standard, this was taken to a new level. The company was so eager to comply that (unlike CBS with Colbert) they didn’t even bother to lay a bare minimum of plausible deniability or acceptable optics.
We’ve seen this story play out God knows how many times recently, but this time ending was different. Through some combination of the flagrancy of the attack on free speech, the naked lack of principle on the corporation’s part, and underestimating both how likable Jimmy Kimmel was and how many people were tired of this administration, this blew up in their faces and did considerable damage to the people they were trying to appease.
Disney
is extremely—perhaps even uniquely—brand-dependent. This is the main
reason it has historically defended its copyrights so obsessively. That
silhouette of Mickey Mouse’s head generates huge profits, particularly
with the company’s big cash cows: cruises, theme parks, and
merchandising. While there are hardcore Disney fans who would book these
vacations regardless, this story has the potential to cost the company
billions of dollars in revenue in its most profitable business lines.
The
company is also extraordinarily vulnerable with respect to what has
historically been its biggest money-losing line: streaming. The previous
management set out to make Disney the world’s largest streaming
service, and if you count the combined audiences of Hulu, Disney+, and
ESPN, they did it. They also lost billions of dollars in the process. While Hollywood accounting is always murky, the situation has certainly
improved. Bob Iger seems to have managed to get the platforms at least
close to profit-neutral.
Though
all of the major streaming services outside of Netflix lose money most
of the time, they keep those losses manageable for their parent
companies by leaning heavily on the gym membership model. People
underutilize the service but never get around to unsubscribing—either
because they kind of like having the option of watching something on the
service, or because they are waiting for the debut of their favorite
show, or simply because they forgot.
One problem with trying to
apply the gym membership model to a streaming platform is that you can’t
pack 6 to 12 months’ worth of exercise into a single month’s
membership. (And that’s assuming you’re not locked into a 12-month
contract.) Most streaming services don’t require extended contracts and
most of their original series are short runs ranging from 6 to 10
episodes a year. As a result, most viewers can burn through about a
year’s worth of programming from a service like Paramount in a month or
two.
The rise of SBU customers—those who subscribe, binge, then
unsubscribe—is the nightmare scenario for the services. I did that a few
years ago with Hulu due to an overwhelming desire to revisit Justified
(which was as good as I remembered). I discovered that, if I focused all
my viewing on the one platform, the exclusives they offered that I
really wanted to watch were exhausted in about 4 to 6 weeks.
It will take a long time for Disney+ to repair this brand damage and lure its lost subscribers back into the fold. This comes at an especially challenging time for the company, which was planning on a rate increase for the service and which has seen lackluster performance from such previously bulletproof business lines as Marvel and Pixar.
At this point, I don’t see Disney even considering getting out of the streaming business—they’ve invested too much—but based on what's been reported and Disney's reaction, the service was facing devestating losses and could be again if the now more popular than ever Kimmel is forced out a second time.
Kimmel: "Disney has asked me to read the following statement and I agreed to do it. 'To reactivate your Disney+ and Hulu account ... '"
— Aaron Rupar (@atrupar.com) September 23, 2025 at 8:51 PM
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Ironically,
it is the lack of brand value that further complicates this situation—not the Disney brand, of course, but the largely
non-existent ones of Nexstar and Sinclair. Under normal circumstances,
virtually no one watching a linear television station could tell you the
name of its owner.
For these companies, having no real brand has
no negative effects and often plays to their favor. [Marshall makes some similar points here.] On net, people
would be less likely to watch their local ABC station if they knew Nexstar owned it, even more so for Sinclair.
In particular, Nexstar and Sinclair may well be looking at a rough stretch for one of their biggest sources of advertising, local news. By not only becoming the story but by reinforcing it every weeknight with the preemption, ratings are likely to suffer and advertisers are likely to be chased away. Disney has huge incentives not to back down again, while these two companies are looking at a fight with enormous downsides. It’s likely this will go on for a while. Sinclair, in particular, committed itself by making outrageous demands when it thought it had the upper hand.
Sinclair’s biggest advantage has always been the fact that most people neither know nor care who owns their local television station. They could put a heavy thumb on the news without consequence. They may be about to find out that some businesses are better off without brand recognition.
One aspect that almost everyone is getting wrong is the idea that Disney deserves credit for now taking a principled stand. That’s roughly analogous to arguing that a robber deserves credit for giving up a life of crime as he’s being arrested. Pressure was applied to suspend Jimmy Kimmel, they folded immediately. When they realized greater pressure was being applied from the other side, they immediately reversed themselves. It is possible that a sense of right and wrong played a role in there somewhere, but there’s no evidence suggesting it.
ABC/Disney pursued what has become standard operating procedure in 2025, treating pressure from the Trump Administration as a simple calculation of expediency versus principle, with expediency winning without a fight. This turned out to be a huge and immediately obvious miscalculation that threatened to do serious long-term damage to multiple major business lines.
It is very much an open question how applicable lessons from Bob Iger’s humiliation are to other industries. This was a special case along multiple dimensions — but it would be foolhardy for the next CEO publicly threatened by the Trump Administration to forget what happened to the last guy.



