Disney is initiating the process of phasing out Hulu’s standalone application and service. Concurrently, the entertainment giant is making significant investments in the Hulu brand, including plans for its global expansion.
Starting October 8, Hulu will assume the role of the global general entertainment brand on Disney+ in markets outside the U.S., replacing the Star tile. This shift is part of Disney’s commitment to crafting a “fully integrated unified app experience” set to launch in 2026. Disney+ users will begin experiencing deeper integrations of Hulu’s content across the Disney+ app through ongoing product updates to enhance the user experience.
The transition from Star to Hulu is aimed at increasing global awareness of the extensive adult-focused content available on Disney+. This rebranding will also enable Disney to allocate marketing resources and strategic social initiatives to promote Hulu worldwide.
Additionally, Disney emphasizes that the Star-to-Hulu rebranding extends beyond mere aesthetic changes. The company aims to create a more user-friendly environment for discovering Hulu content and other offerings on Disney+.
In the coming weeks, Disney+ will roll out a “more visual home screen,” along with enhanced navigation and tailored recommendations. According to the company, these enhancements represent the initial phase of improvements, with further updates anticipated before the introduction of the unified app experience next year.
These strategic changes follow Disney’s completion of the full acquisition of Hulu from Comcast in June this year. By 2026, Disney plans to conclude Hulu as a standalone service and fully integrate it into Disney+. For U.S. consumers, individual subscriptions to Disney+ and Hulu will remain available.
In the U.S., Disney has announced upcoming price increases effective October 21 for most of its Disney+, Hulu, and ESPN offerings. For instance, the standalone Disney+ tier with ads will see a price increase from $9.99 to $11.99 per month, while the ad-free Disney+ Premium tier is increasing from $15.99 to $18.99 per month. Similarly, the ad-supported Hulu standalone plan will rise from $9.99 to $11.99 per month, whereas the premium Hulu subscription without ads will remain at $18.99 monthly.
Disney has released a captivating animation showcasing the updated Disney+ user interface with Hulu integrated:
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