Walt Disney: ad spend 2014-2018

Walt Disney Company reported annual advertising expenses of between 2.6 to 2.9 billion U.S. dollars in the last five years – in 2018 the figure stood at 2.8 billion. The media giant generated nearly three times the amount in advertising revenues from its media networks segment, which includes operations in U.S. and international television production as well as digital publishing.

Disney’s business operations

Advertising is one of the major sources of Disney’s profit, but the company also invests heavily in acquisitions. The latest most prominent deal made by Disney was the purchase of 21st Century Fox, which was finalized in March 2019 and cost 71.3 billion U.S. dollars. The deal signaled Disney’s move in the direction of the streaming market. The company’s newly acquired networks, brands and movie studios previously associated with Fox now pose a competitive advantage if customers choose to subscribe to Disney +. The new streaming service expected to launch in 2019 has the potential to be the strongest rival against Netflix, seeing that Disney + will feature current Netflix programming such as Marvel shows and movies as well as popular Fox creations like ‘How I Met Your Mother’ and ‘Grey’s Anatomy’. At this point only about a third of U.S. adults indicate likelihood of subscribing to Disney +, therefore, it is probable that Disney will increase their advertising expenses this year in order to promote the new platform and its perceived advantages.

Advertising expense of the Walt Disney Company in the fiscal years 2014 to 2018

Expense in billion U.S. dollars
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Release date

November 2018



Survey time period

October 2013 to September 2018

Supplementary notes

The Walt Disney Company reports its numbers based on fiscal years that end late September/early October of the corresponding calendar year.

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Statistics on "Walt Disney Company"

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