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Serving the best Americano in town is up to you. But winning back time and growing your business, leave that to sum up. Take orders and payments anywhere with the new sum up terminal. Turn occasional customers into regulars with a free loyalty program. And with the sum up point of sale system, you'll always know when you're running low on your best selling blends. Visit sumup.co.com to learn more. Welcome back to The Bullark. I'm Sunny Bunch. I'm culture editor at the Bullwork. I'm very pleased to be joined today by Julia Alexander. We're going to be talking about cancellation. Cancellation at Disney and Hulu at the streaming service over the whole Jimmy Kimmel thing. Big mass movement of folks. Before we get to that, just a reminder, hit, hit the subscribe button, share this with friends if you're, if you find this entertaining, amusing, or educational, because you're going to learn some things today. You're going to learn some things today about churn rate. I bet you've never thought about churn rate, but you're going to learn. You're going to learn. Julia's here to teach you. She's one of the smartest people I know about data in streaming. Julia, thanks for being on with me today. Thank you so much for having me. It's a true pleasure to do this with you in video form, because I'm so used to doing it with you in audio form. The people need to see you. That's my takeaway from the shift to YouTube. So here is the story.

Here's the headline.

Headline is after Jimmy Kimmel is pulled off the air, lots of people canceled their

subscriptions to either Hulu or Disney or both or the bundle or whatever.

Juliet, break it down for us.

What happened?

What did you see in the data that was unusual for this time period for Hulu and Disney?

So it's important to contextualize the type of data we're going to be using and talking about.

We're not going to talk about the number of subscribers that canceled between Hulu and Disney Plus,

in part because that's really complicated to assign to any one thing.

There could be a ton driven, of course, by the reaction of Jimmy Kimmel and his show being

suspended, but there could also be that people moved over from Disney Plus and Hulu into

ESPN, and that might have affected it. It could be that there was a renewal coming up and they

didn't want to renew it. So what we're going to look at is the trend data specifically related to the uptick

five days in the five days following Jimmy Kimmel's suspension.

And what we saw based on data from Yippet, which is a data source that looks at credit card

data, so looking at really the spending from consumers as well as browser activity, we saw that

cancellations in the five days following the Jamee Kimmel situation increased by around six times

respectively what was being seen in the 30 days prior. So to put that into further context, that is

higher than what we saw happen with Netflix in 2020 around the cuties controversy, which I'm sure you remember

the documentary that seemed to people were outraged about the potential sexualization of children

...