Disney Rebrands Hulu Globally, Plans Integration into Disney+ by 2026

What's Happening?

Disney is set to rebrand its general-entertainment tile in Disney+ outside the U.S. by replacing the Star hub with a new Hulu tile starting October 8, 2025. This move marks Hulu's transformation into Disney's global general-entertainment brand. Existing Star content will remain accessible under the Hulu tile. Disney plans to launch a fully integrated streaming experience in 2026, combining Disney+, Hulu, and ESPN into a single service. The standalone Hulu app in the U.S. will continue through at least 2026, but a complete integration and potential retirement of the app is anticipated. The upcoming Disney+ redesign will include a navigation bar with tabs for Disney+, Hulu, and ESPN, a personalized 'For You' page, more visible profile icons, and new tags highlighting new or recommended programs. Price hikes will accompany this integration, with the ad-supported Disney+ plan increasing from $9.99 to $11.99 per month and the ad-free tier to $18.99.

Why It's Important?

The integration of Hulu into Disney+ represents a significant shift in Disney's streaming strategy, aiming to consolidate its services to enhance profitability and reduce costs. Analysts suggest that this consolidation could save billions by eliminating duplicate technology and administration, and by cutting customer-acquisition costs by up to 30%, boosting retention. Disney's CEO Bob Iger and CFO Hugh Johnston argue that pairing Disney's blockbuster brands with Hulu's adult-oriented content and ESPN's sports will create an 'impressive package of entertainment' and improve profitability. The move is also a strategic response to competition from other streaming giants like Netflix and Warner Bros. Discovery's Max, simplifying user experience and allowing Disney to cross-promote content.

What's Next?

Disney plans to roll out a unified 'super app' in 2026 that combines Disney+, Hulu, and ESPN, ending the standalone Hulu app in the U.S. and offering a streamlined user experience. This integration is accompanied by significant price hikes across Disney's streaming tiers. Analysts are split on the future of the Hulu brand: some believe it could eventually be retired to simplify marketing, while others insist that Hulu's identity is critical to the success of Disney's bundled offering. As Disney raises prices and seeks to 'Netflix-ify' its streaming business, the company must carefully balance consumer value perception with its ambition to become a leading streaming superpower.

Beyond the Headlines

The integration isn't without challenges. Hulu built its reputation on edgy adult dramas and comedies, which exist alongside Disney's family content. Some parents worry that merging the services could expose children to mature programming. To address this, Disney will implement robust parental controls and maintain profile-level content filters. There is also risk in raising prices during a cost-of-living crisis. Disney hopes the expanded catalog and slicker app will justify price hikes, but some subscribers may cancel if they perceive the value proposition to shrink. Analysts caution that while bundling reduces churn, it can obscure how individual services perform and may mask underlying attrition.