Disney to Phase Out Hulu App, Fully Integrate into Disney+

Summary

• The standalone Hulu app will be fully integrated into Disney+ in 2026
• The Hulu brand will also replace the international Star tile on Disney+
• This move is a long-term play to consolidate services, cut costs, and boost engagement

In a move that signals a new chapter for its streaming strategy, Disney has announced that the standalone Hulu app will be phased out and fully integrated into Disney+ in 2026. This decision, revealed during the company’s quarterly earnings call, aims to create a “unified app experience” that combines Disney’s premium brands with Hulu’s general entertainment, all under one roof.

This consolidation follows Disney’s recent acquisition of NBCUniversal’s remaining stake in Hulu, giving the media giant full control over the streaming service. While the Hulu app will eventually cease to exist, Disney has clarified that consumers will still be able to purchase a standalone subscription to either Disney+ or Hulu. However, both services will be accessible through the same unified Disney+ app, with content availability based on the subscriber’s chosen plan.

The integration is not limited to the U.S. market. Disney has also confirmed that the Hulu brand will replace the Star tile on Disney+ internationally this fall. This move positions Hulu as Disney’s global general entertainment brand, expanding its reach and brand recognition to a worldwide audience. The Star tile, which currently houses content from Disney-owned studios like FX and 20th Century Studios, will now be under the more recognizable Hulu banner.

According to Disney CEO Bob Iger and CFO Hugh Johnston, this full integration is a long-term play to “enhance our ability to continue to grow profitability and margins.” By consolidating the services onto a single tech platform, Disney expects to see lower operational costs, higher user engagement, and a reduction in subscriber churn. This new, streamlined approach will also create more opportunities for advertising revenue and new bundles, allowing for greater pricing flexibility in the future.

The decision to merge Hulu and Disney+ is a clear signal of the ongoing consolidation in the streaming industry, as companies seek to create comprehensive, all-in-one platforms to compete with market leaders. For Disney, this means a singular destination for content ranging from Marvel and Star Wars to family programming, news, live sports (with the upcoming ESPN DTC app), and Hulu’s extensive library of general entertainment.