Disney Doubles Down on Hulu

The mouse house isn’t just playing games—it’s plotting a major streaming move that will permanently change the landscape for Hulu subscribers. While speculation about Hulu’s demise has swirled for years, the reality is that the entertainment giant is not ‘killing’ its general entertainment hub; it’s integrating and expanding it on a global scale.

The core of Disney’s new strategy is to create a single, unified app experience, bringing the best of both worlds—Disney+’s premium franchises and Hulu’s mature, general entertainment library—under one roof. And they’re doing it without a “kill date” for the popular streamer, ensuring its valuable content remains a central pillar of their strategy.

The Global Hulu Takeover

The most immediate change? Hulu is going global.

In international markets where Disney+ currently uses the ‘Star’ brand for its adult-oriented content, that tile is being replaced by the Hulu brand. This rebranding is a massive strategic move, positioning Hulu as Disney’s single, recognizable worldwide hub for general entertainment programming, from hit series to R-rated films.

This move establishes Hulu as a powerful global brand, moving beyond its previous US-only existence and setting the stage for a much larger presence.

The Unified App Experience

For US subscribers, the biggest development is the ongoing and upcoming full integration of Hulu into the Disney+ app.

While an initial “Hulu on Disney+” tile offered cross-access to some content for bundle subscribers, the new plan is a seamless, unified app experience set to roll out in 2026. This is about more than just a tile; it’s about combining the underlying technology and user experience to offer all content—from Marvel and Star Wars to The Bear and FX’s drama library—within a single application.

The goal is twofold:

1. Enhance User Experience: A single app reduces the need to switch between services, making discovery of content easier and more convenient.
2. Reduce Churn: A better, more unified experience encourages subscribers to stay, reducing the number of cancellations (churn) by showcasing the full breadth of Disney’s content library.

What This Means for Subscribers

The good news for Hulu devotees is that the brand and its content are not going away. The shift is one of platform, not content.

• No Forced Bundles (For Now): Though the content will be in one app, Disney has indicated that subscribers will still retain the option to subscribe to Hulu as a standalone service, although they will access it through the unified Disney+ platform.
• The Content Vault Unlocked: Having everything in one place—including the upcoming full integration of ESPN’s streaming content—makes Disney’s total offering arguably one of the most comprehensive packages on the market.
• A Price Hike is Coming: As is standard across the streaming industry, these major feature and brand integrations coincide with price increases for various Disney+, Hulu, and bundled plans, reflecting the enhanced value and consolidation of services.

In a competitive streaming market, Disney’s decision to elevate Hulu and weave it into the fabric of Disney+ is a clear signal: the future of their streaming strategy is consolidation, globalization, and comprehensive convenience. Hulu isn’t being killed off; it’s being given a massive, new, worldwide mission.