Leaked data show how significant a revenue contributor Hulu is for Disney

A significant data breach at Disney earlier this summer has exposed a range of financial and strategic information, as well as personal data of staff and customers, according to files reviewed by The Wall Street Journal.

The leak, orchestrated by hackers, reportedly revealed detailed information such as passport numbers for Disney Cruise Line employees, Disney+ streaming revenue, and sales figures for the company's Genie+ theme park passes.

The data leak, comprising over a terabyte of information, is also said to include internal financial details about Disney's streaming services like Disney+ and ESPN+, and insights into its park pricing models.

Among the most notable revelations is the revenue from Genie+, a premium park pass that has generated more than $724 million in pretax revenue at Walt Disney (NYSE:DIS) World between October 2021 and June 2024, according to the WSJ.

Disney+ streaming revenue was also disclosed, with internal documents suggesting the service generated over $2.4 billion in revenue in the March quarter alone.

This accounted for about 43% of Disney's direct-to-consumer business, which also includes Hulu. While Disney doesn’t reveal revenue for individual streaming services within its direct-to-consumer business, it the leak does highlight the importance of Disney's streaming services, including Hulu.

The WSJ reported that personal data, including passport numbers and addresses for Disney Cruise Line employees and some customers, was also exposed. Additionally, staff reactions to the company's stance on Florida's Parental Rights in Education law were found in the leaked files.

The hackers, known as Nullbulge, uploaded the data to a decentralized file-sharing network in July, leaving it accessible to the public. Nullbulge claims to be a Russia-based hacktivist group, though some researchers believe it is the work of a lone individual in the U.S., said the WSJ.