In recent news, Disney has entered the sports gambling arena with the launch of ESPN Bet, a rebranded sports gambling app owned by Penn Entertainment. This move marks Disney’s entry into the gambling business, bringing together sports betting and entertainment.

This development, however, has garnered attention and raised questions, as societal pressure surrounding the ethics of gambling, especially its potential influence on younger audiences, remains a public concern. A survey launched by Real Research, an online survey app, attempted to gather opinions on this intriguing venture of Disney into the sports gambling business.

Here are the key findings of the survey report:

  • Disney’s entry into gambling is believed by 36.12% to negatively impact its brand image.
  • 73.83 of respondents agree that Disney’s entry into the gambling business is an opportunity to attract young male viewers and generate revenue.
  • 46.48% of respondents believe ESPN Bet is extremely likely to be successful.

Disney’s Gambling Business: Brand Buzz or Bummer?

The survey results show that a significant portion of the respondents were aware of Disney’s entry into the gambling business through the launch of the sports betting app ESPN Bet. Nearly 82% of respondents were at least somewhat aware of Disney’s entry into the gambling business, with 38.62% being completely aware and 42.83% being vaguely aware.

However, there is no clear consensus on whether Disney’s entry into the gambling business will have a positive or negative impact on its brand image. 32.85% believe it will have a positive effect, 31.03% were unsure, and 36.12% believed it will have a negative impact.

Why Disney’s Piggy Bank is Shrinking

Figure 2: Main reason for Disney’s financial problem

The survey also suggests that there is no single main reason for Disney’s financial problem. A variety of factors were cited by respondents, including the decrease in ESPN viewership (18.14%), the decrease in cable TV subscribers (17.56%), the decrease in advertising revenue (15.06%), and the decrease in theme park visitors (13.68%).

Disney’s Bet on Young Dudes

Notably, there is some agreement (73.83% of respondents) with ESPN Chairman James Pitaro and Disney CEO Robert Allen Iger’s statement that Disney’s entry into the gambling business is an opportunity to attract young male viewers and generate revenue (25.6% “totally agree” and 48.23% “somewhat agree”). 18.92% “somewhat disagree” and 7.25% “totally disagree”.

ESPN Bet’s Shot at Stardom, or Flop in the Making?

Likelihood of ESPN Bet to be successful
Figure 3: Likelihood of ESPN Bet to be successful

Finally, there is some agreement (85.61%) that ESPN Bet has the potential to be successful, with nearly half (46.48%) believing it is extremely likely, but there is also a significant minority who believe that it is unlikely to succeed (11.05% somewhat unlikely and 3.33% extremely unlikely).


Survey TitleSurvey on Disney Getting Into The Gambling Business
DurationDecember 2 – December 9, 2023
Number of Participants6,000
DemographicsMales and females, aged 21 to 99
Participating Countries Afghanistan, Algeria, Angola, Argentina, Armenia, Australia, Azerbaijan, Bahrain, Bangladesh, Belarus, Benin, Bolivia, Brazil, Brunei, Bulgaria, Burkina Faso, Cambodia, Cameroon, Canada, Chile, China, China (Hong Kong) China (Macao), China (Taiwan), Colombia, Costa Rica, Croatia, Czech Republic, Ecuador, Egypt, El Salvador, Ethiopia, Finland, France, Gambia, Georgia, Germany, Ghana, Greece, Greanada, Guatemala, Honduras, Hungary, India, Indonesia, Iraq, Ireland, Israel, Italy, Ivory Coast, Japan, Jordan, Kenya, Kuwait, Kyrgyzstan, Latvia, Lebanon, Libya, Lithuania, Malaysia, Maldives, Maluritania, Mexico, Moldova, Mongolia, Morocco, Mozambique, Myanmar [Burma], Namibia, Nepal, Nicaragua, Nigeria, Oman, Pakistan, Palestine, Panama, Peru, Philippines, Poland, Portugal, Qatar, Romania, Russia, Saudi Arabia, Serbia, Sierra Leone, Singapore, Slovakia, South Africa, South Korea, Spain, Sri Lanka, Tanzania, Thailand, Togo, Tunisia, Turkey, Turkmenistan, Uganda, Ukraine, United Arab Emirates, United Kingdom, United States, Uruguay, Uzbekistan, Venezuela, Vietnam, Yemen, Zimbabwe.