What's Happening?
On October 8, 2025, Disney replaced the Star tile with Hulu on its international streaming platform, affecting subscribers in regions such as the UK and EMEA. This change is part of Disney's strategy to integrate
Hulu more prominently into its global offerings following its acquisition earlier in the year. The move coincides with upcoming price increases for Disney+ and Hulu bundles in the U.S., set for October 21, 2025. The redesign aims to enhance adult content discovery and streamline the user interface ahead of a full app merge planned for 2026.
Why It's Important?
Disney's decision to replace the Star tile with Hulu internationally marks a significant shift in its global streaming strategy. By centralizing Hulu within its platform, Disney aims to leverage the brand's recognition and expand its reach in adult content markets. The timing of this change, alongside U.S. price hikes, could influence subscriber retention and engagement. The integration of Hulu into Disney+ may also impact content visibility and promotional strategies, potentially affecting smaller or niche titles. This move reflects broader trends in the streaming industry towards consolidation and brand unification.
What's Next?
Disney plans further updates to its streaming platform, including a redesigned user interface and new recommendation features. These changes are expected to roll out before a complete app merge in 2026. Analysts and subscribers will be watching to see how these updates affect content discovery and pricing dynamics. The integration of Hulu into Disney+ could lead to shifts in promotional focus and audience engagement, influencing the competitive landscape of global streaming services.
