Disney's Reputation Isn't Doing So Hot, New Survey Shows

Every year, Axios and Harris Poll collaborate to poll a large group of Americans to ask them their thoughts on the most visible brands in America.

©Disney

This is based on 20 years of poll research from Harris Poll, but Axios and Harris Poll have been partnering on the poll since 2019. Last year, we saw that Disney wasn’t doing so well in the eyes of the public, and if you can believe it, now their rating has dropped even LOWER.

In the 2026 survey, The Walt Disney Company now sits at number 79 on the list, which means the company is in the “Fair” category. It’s now dropped three points from 2025, which had the company at number 76. Yes, that means that they’ve dropped another three points from 2025, which isn’t great.

©Disney

In the breakdown of the rating, Disney ranks highest in the Vision and Products & Services divisions, both sitting between 72 and 74 points, as well as a 73.6 rating for Trajectory. The lowest score is a 67 for Ethics, as well as a 67.3 for Character.

Now, this isn’t completely new. Disney hasn’t had a great rapport since about 2021, when they ranked number 37 out of 100. In 2022, they fell all the way to 65, which was a MAJOR fall (this drop of 28 spots was one of the largest ever seen in Axios Harris’ history). Then, in 2023 the company dropped to number 77, rose a bit in 2024 to 67, went to number 76 in 2025, and now sits at 79, which is the lowest they’ve ever been.

The Walt Disney Studios in Disney’s Hollywood Studios

When it comes to some of the highest companies on the list, the top 10 companies for this year are:

#1 Chewy
#2 Toyota Motor Corporation
#3 Samsung
#4 Nvidia
#5 Costco
#6 Honda Motor Company
#7 Alo Yoga
#8 Athletic Brewing Company
#9 Trader Joe’s
#10 Patagonia

It’s important to note that these results look to rank the reputation of the 100 companies that are most prominent for Americans. By no means is it an exhaustive list, and not all companies have been included in this ranking. We won’t get another one of these rankings until this time next year, but it’s looking to us like Disney might need to make some changes to regain the trust of many of their customers.