Disney Integrates Hulu Shutting Down Separate Platform, Unveils Unified Streaming Strategy

Disney has announced a strategic shift to fully integrate Hulu into Disney+, aiming to create a robust streaming service that consolidates its wide array of entertainment offerings. This move, revealed during the Walt Disney Company's quarterly earnings call, will culminate in a unified Disney+ and Hulu app available in 2026. This integration represents a significant step forward as Disney leverages its now complete ownership of Hulu to enhance the consumer streaming experience.

The decision to merge the two platforms was outlined by Disney CEO Bob Iger and CFO Hugh Johnston, who emphasized the benefits for subscribers. They highlighted the synergies between Disney+ and Hulu, envisioning an app that combines premier brands and programming, including high-caliber entertainment, family-friendly content, news, and top-tier live sports. Both services will coexist on a single tech platform, a strategy Disney anticipates will reduce churn and provide new opportunities for ad sales bundling.

Subscribers can take comfort in the option to maintain standalone subscriptions to either Hulu or Disney+, even as the integrated service becomes available. Disney's ongoing investment in this technology aims to enhance the personalized consumer experience on the platform.

The full integration marks the culmination of a multi-year process that included Disney's acquisition of Comcast's one-third stake in Hulu. This final step was completed in June 2025 at a total cost of around $9 billion, following earlier payments in November 2023 and mid-2025. These moves reflect Disney's focused strategy to position Hulu as a key component of its international general entertainment offerings, replacing the Star brand on Disney+ in overseas markets beginning in the fall of 2025.

Further plans include combining Hulu's U.S.-based live TV segment with Fubo, under a joint venture primarily owned by Disney. This will sustain the Hulu + Live TV brand independently, while the transition integrates these functions into a broader Disney ecosystem.

With technological enhancements underway, Disney is committed to improving user experience with new features and a more personalized homepage for its services. By 2026, the unified app aims to deliver customers extensive content choices, convenience, and enriched personalization.

Despite the impending integration, Hulu's identity will continue to play a vital role globally. Disney has set in motion plans to elevate Hulu's brand internationally, replacing existing segments of Disney+. This strategy aligns with Disney's vision of a consistent global content offering, enhancing clarity across markets.

In a broader context, this move aligns with Disney's decision to cease individual reporting on subscriber numbers for Disney+, Hulu, and ESPN+, mirroring practices from competitors like Netflix. The anticipated ESPN standalone streaming service, launching later in August, can be bundled with the unified Disney+ and Hulu experience to offer a comprehensive sports and entertainment package.

This consolidation move by Disney follows industry trends where streaming services are reducing the traditional segmentation, opting instead for a singular, more robust offering that leverages cross-platform content that can drive subscriber engagement and retention. Disney's strategic plan aims to secure a competitive edge in the evolving streaming landscape, delivering enhanced value through its integrated services.