In a strategic move to combat subscriber churn, Disney has launched an expansive “always-on” Perks program for Disney+ and Hulu users, announced on May 29, 2025.
The initiative, initially rolling out in the U.S. with plans for global expansion by late 2025, aims to keep subscribers engaged through a mix of discounts, sweepstakes, and exclusive experiences. With streaming platforms increasingly prioritizing retention over raw subscriber numbers, Disney is betting big on incentives to maintain its user base of 126 million Disney+ and 54.7 million Hulu subscribers.
The Perks program offers a variety of rewards to keep viewers coming back. Disney+ subscribers can enter sweepstakes for a four-night cruise on the Disney Destiny, the latest addition to the Disney Cruise Line fleet, sailing from Fort Lauderdale in November 2025, or win tickets to the world premiere of Freakier Friday in Los Angeles in July 2025, ahead of its August 8 theatrical release.
Other prizes include a trip to attend a taping of Jimmy Kimmel Live! in Hollywood, as well as stays at Disney’s All-Star Sports Resort starting at $99 per night for a two-night stay through July 31, 2025. Subscribers also gain access to discounts at partner retailers, such as 20% off at adidas.com and 15% off at Funko.com and Loungefly.com, alongside free in-game items like a Star Wars TIE Fighter token in Monopoly GO! and a $10 credit for early access to Disney Pinnacle by Dapper Labs.
Hulu’s Perks program, launching on June 2, 2025, will feature weekly drops, starting with a six-month free DoorDash DashPass membership and a two-month Super Duolingo trial. Disney has promised that the perks will rotate regularly to maintain excitement, ensuring subscribers have fresh reasons to stay active on the platforms.
The focus on retention comes as Disney grapples with a 3% churn rate, which, while relatively low compared to industry averages of 5-7%, has raised concerns following a recent price hike in March 2025. Disney+’s ad-free tier now costs $15.99 per month, up from $13.99, while Hulu’s ad-free plan rose to $18.99 from $17.99.
These increases, though modest, risk pushing cost-conscious subscribers to cancel, especially as competition intensifies from Netflix, Amazon Prime Video, and newer players like Apple TV+.
Disney’s leadership appears to be taking a proactive stance, recognizing that producing high-quality content alone — while ideal — may not be enough to retain viewers in a crowded market. As one industry analyst noted, “Handing out freebies is a quicker fix than investing in the next big hit.”
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The Perks program reflects a broader trend among streaming services, where keeping subscribers engaged is now a tougher challenge than acquiring them.
While Disney’s churn rate is manageable, the company is clearly playing the long game, using experiential rewards and partnerships to create a sense of value beyond the screen.
Whether this strategy will stem potential cancellations remains to be seen, but for now, Disney is banking on the allure of cruises, premieres, and discounts to keep its audience loyal.
