Shares of Walt Disney Co. were expected to come under pressure on Friday after the company revealed that it lost three million subscribers to its sports network ESPN within one year.

The ESPN faithful are down to 92 million as of the fiscal year ended Oct. 3., Disney DIS, -3.08% said in a regulatory filing dated Wednesday. That compares with 95 million for fiscal year 2014, and 99 million for 2013. It also brings customer numbers back to where they were 10 years ago, a level of 92 million for 2006. Shares of Disney fell 2% in premarket trading.

In August, Chief Executive Robert Iger revealed the sports powerhouse channel had experienced “some subscriber losses.” Wall Street punished Disney shares after the media giant said its cable business—which is largely driven by ESPN—would see operating income growth in the “mid-single digits”. That was a step down from a previous forecast, which saw “high single digit” income growth between fiscal 2013 and 2016.

But that dimmer outlook from Disney was partly the reason that media stocks got hit hard in the summer. In its fiscal fourth-quarter earnings report in November, the company posted a 7.3% rise in profit, but disappointed on the revenue side.

The Mouse House isn’t alone in its subscriber struggles, though. Time Warner Inc. US:TWX revealed sliding cable TV membership numbers earlier this month.

Nielsen data has revealed that subscription growth for ESPN has been waning since 2011. Disney pays around $2 billion a year for NFL football games and will pay $1.4 billion to the NBA starting in 2016. Both of these deals have raised analyst concerns about whether the company is paying too much.

ESPN subscribers paid just over $6 each on average a month for the service in 2014. Based on that, the loss of 3 million subscribers in one year would be taking around $216 million away from Disney’s coffers.

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Still, its shares were up 26% year-to-date, as of Nov. 25. One big thing keeping the magic alive for investors is Disney’s movie business. “Star Wars: Episode VII—The Force Awakens,” which opens Dec. 18, is expected to rake in $200 million in its opening weekend. No movie has ever earned even $100 million in that debut period. The company’s latest Pixar production, “The Good Dinosaur,” hits movie theaters on the Thanksgiving weekend.

After the Thanksgiving Day shutdown, investors will get their first chance to react to the ESPN subscriber news in a shortened session for U.S. stocks on Friday. Any real reaction may not hit until next week, when the bigger institutional investors have returned.