Star Wars may bring Disney $12 billion in revenue but it is not even in the top three where Disney’s ROI are concerned.

In the ever-expanding world of entertainment franchises, Disney ranks among the highest-grossing media companies all over the world. From iconic characters that shaped our childhood to intriguing stories that continue to garner masses, the media company has a vast portfolio.

Home to franchises like the Marvel Cinematic Universe and Star Wars, they play a crucial role when it comes to Disney’s revenue generation. Yet despite the likes of Star Wars generating over $12 billion in revenue for the entertainment company, the franchise isn’t at the top or even in the top 3 when it comes to the most profitable franchises for Disney.

Star Wars isn’t the Top Revenue Generator for Disney

Frozen is Disney’s most profitable venture (from Frozen 2013)
Star Wars is among the most successful media franchises of all time. At one point the intergalactic space franchise was worth over $65 billion (as per Title Max via Visual Capitalist), Moreover, thanks to the franchise’s sale to Disney, the creator George Lucas even went on to become the richest celebrity at one point (via Celebrity Net Worth).

Now responsible for the generation of over $12 billion in revenue for its new home Disney, the franchise has contributed over 2.9X than what Disney originally brought it for. Despite countless series, movies, video games, and more, the franchise is not even in the top three when it comes to ROI for the media powerhouse.

As per Disney’s Plan for Shareholder Value Creation, March 2024, the top three franchises that are responsible for the top chunk of its revenue and return on investments are Frozen with an impressive 9.9X ROI, Toy Story with over 5.5X ROI, and the Avengers franchise at 3.3X.

Despite Star Wars having an incredible fan base including people of all ages, it is shocking that Elsa’s icy powers are what attract people the most, whether it be the movies, TV specials, merchandise, or theme park attractions. Although a timeless cherished tale, even more shocking, is that Toy Story would turn out to be Disney’s second most profitable franchise.

Fans React to Star Wars Not Being Disney’s Most Revenue-Generating Franchise

The Star Wars franchise
While the Marvel Cinematic Universe has been failing in recent years, its being in the top 3 is an impressive feat on its own. Yet to not have the Star Wars franchise in the top 3 has been somewhat shocking, but fans reckon that it is not really a surprise.

As the news went viral on the internet, some fans reckoned that it was Disney’s own doing by not creating good enough movies and series and rather riding on the success of past movies. Here is what fans had to say about it:

Overall, while Star Wars may not be the top revenue generator for Disney, it remains one of the most beloved franchises worldwide. As the House of the Mouse continues to expand its portfolio, it will be interesting to see how the future of all these franchises unfolds.

The Star Wars and all the other franchises mentioned can be streamed on Disney+.