The Walt Disney Company has been providing entertainment, products, and experiences to folks for over 100 years now, and throughout its long history, it has seen its share of ups and downs.
Walt Disney Company Headquarters in Burbank
Disney is one of the few companies that offers such a broad and diverse spectrum of offerings, including TV, movies, streaming, theme parks, cruises, merchandise, and more. And although the company has spent much of its 100 years building its reputation, over the past few years, that reputation has taken a hit. Disney’s reputation is continuing to decline, according to the 2026 Axios Harris Poll 100.
Every year, the Axios Harris Poll surveys over 16,000 adults about how they view a company and determines that company’s reputation ranking. Last year, Disney had already fallen to #76, but this year, the company has fallen even further and comes in at #79, just under companies like McDonald’s, UnitedHealth Group, and Anheuser-Busch.
©Axios
So what were the top companies with the best reputations? Well, Chewy, a pet food and supplies company, came in at #1, which probably won’t surprise those who’ve done business with the company. Rounding out the rest of the top 5 were Toyota, Samsung, Nvidia, and Costco.
©Axios
So why is Disney continuing to drop in its reputation ranking, although the company continues to make a profit? Some might say that a lot of it has to do with soaring costs at theme parks (as well as the perceived nickel-and-diming), a perceived decline in original ideas, and public controversies.
Main Street, U.S.A. in Disney World
However, the company is now under new leadership with its new CEO, Josh D’Amaro, and a lot of big things are in the works for many of Disney’s divisions, including theme park expansions, more ships being added to Disney Cruise Line, additions to streaming, and more. We’ll just have to see if the public’s perception of the company changes.
We’ll keep an eye out for more Disney news, so stay tuned to DFB for more.
“Expect To See Both Pricing and Attendance Growth” — Disney Executives Speak on Park Price Increases
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I suspect a LOT of this is because of the costs, and the way I’ve seen park costs pushed around in the media. I also have some friends who’ve never been to Disney who can’t believe we go, and who had disparaging comments about the company and parks. While Harris has a solid reputation for polling, there are known limits to random sampling. I can’t speak to how this might impact this particular poll but I’m skeptical. Of course, I’m also biased, as WDW is my favorite, and most comfortable vacation spot.
In my opinion, not only are the costs increasing, but with new roller coaster type thrill rides that are less appealing to older folks that do not want to be jostled about are a non starter. Entertainment shows like Horizons, Cranium Command, and shows like Catastrophe Canyon were more appealing and were enjoyed visit after visit. Even the original World of Motion was better than the current attraction. Hope Josh D’Amaro understands these types of opinions.
That new leadership is the very guy who oversaw the parks in the first place. I am sure the nickel-and-diming will continue. We got annual passes last year and I consider it a waste of money. The money they generate goes to prop up their failing movie and streaming sectors with very little going back to the parks for important things like maintenance. Every trip we took to the parks over the last year was wrought with multiple rides at each park out of order.
With ticket and good costs constantly going up, I can’t say I see where it’s going. Every time I go there, there is always maintenance has been neglected and it’s not like it is in a inconspicuous place, it’s on full display. People will pray for class act in a great setting but as it is, not wonder they numbers are telling the story.
Constant downgrading of guest experience and charging more for a lesser product does not entice us to ever return.
Not surprised. They have syrayed far from what Walt Disney wanted his oroduct to be. They are making too many changes, Getting rid if iconic classic rides and become the ultimate greed machine. Not only can I nor anyone in my family afford to go anymore it’s just not worth the price.
I believe it has everything to do with the cost of admission and the taking away things that were included in the price of admission and bringing them back at a cost. Also the reservation system that AP holders still have to do. The amount of money that AP spend every year, and yet they are still treated poorly as far as admission is concerned. Eliminating the reservation system for everyone world be a good start. Then how about not charging for things that used to be included in the price of admission…
For right now, Disney sits atop the supply and demand formula. Its target guest may not be the annual pass holder or even the regular returning guest. Disney has an influx of first time parents with new babies/children from across the United States and a continuous flow of visitors (with money) from other countries. The potential of new, first time money is beyond calculation. Sad, but true for the OG of Disney fans and the nostalgia we share.