It is a very big cog though. The ESPN news sent Disney's stock down by 3% Friday, despite the fact they did the news dump after the markets closed the day before Thanksgiving. Investors are getting nervous over these trends, despite the fact that Disney's non-TV properties are probably doing well, and certainly stand to get a big boost shortly with the release of The Force Awakens.
But you gotta remember that ever since top capital gains got cut way below 50% (which caused sound judgment to be replaced by flipping and short-term thinking), the stock market knee-jerks like crazy, based on not much... hell, a company gets clobbered if they beat their own estimates by a lot but fall short of what some hedge guy arbitrarily decided.. and they've got the knee-jerks computerized, which means they happen even faster... it's like epileptic fits, but with dollars instead of the nervous system...
You gotta look deeper to see how it fits into the mega-content-machine...