Disney's plans for Hulu: Integration into Disney+ and its future prospects
Disney's CEO, Bob Iger, recently declared a significant shift in their streaming strategy by announcing that Hulu will be "fully integrated" into the Disney+ app by 2026. Despite reassurance from Disney representatives about the availability of standalone Hulu subscriptions, industry watchers remain skeptical about its long-term viability.
The idea of offering a streamlined app that combines the assets, recommendations, and user profiles for both Disney+ and Hulu could potentially render a separate Hulu app unnecessary. Successfully merging the extensive libraries of these two platforms may lead executives to conclude that a standalone Hulu service is redundant.
Industry reports are mixed regarding the future of Hulu. For some, the app phase-out seems imminent, as reported by [Variety](https://variety.com/2025/digital/news/hulu-app-phased-out-disney-plus-fully-integrating-1236480450/), yet others believe its closure is probable but undecided. As of yet, Disney has not commented directly on these speculations about Hulu's standalone service.
During a recent earnings call, Iger emphasized the consumer experience as the core reason for this shift. "You're going to end up with a far better consumer experience when those apps are combined," he stated, highlighting improved user experience and decreased churn as primary objectives.
This development is not without precedent, as Disney began early integration efforts in March, offering a dedicated Hulu tile within Disney+. Subscribers to both services have been able to access Hulu content within Disney+ since then. The completion of this integration includes extensive technical upgrades, such as unified login interfaces and advertising systems. This work also involves re-encoding Hulu's vast content library to ensure cross-platform compatibility.
Although Disney recently garnered full ownership of Hulu by acquiring Comcast's remaining stake, there is still substantial value in the Hulu brand. Hulu currently boasts 55.5 million subscribers. While this may be less than half of Disney+'s subscriber count, it presents a risk of losing millions of subscribers if Hulu were to no longer exist as a standalone service. Currently, Disney fans can purchase bundled subscriptions with both Disney+ and Hulu for a slight increase in cost over standalone subscriptions, which certainly aids in countering churn.
In addition, Hulu generates more monthly revenue per subscriber compared to Disney+, making it financially advantageous to maintain the brand. However, Disney’s broader strategic vision seems to contemplate emerging as the dominant streaming player by integrating Hulu content into Disney+, potentially under a unified brand.
In doing so, the revamped app aims to bolster Disney's streaming margins, enhance advertising revenues, and increase operational efficiencies. For now, Hulu remains active, its future its its standalone form continues to warrant attention as Disney reshapes its streaming landscape. With further mergers and acquisitions likely in the industry, the evolution of Hulu represents a critical pivot in streaming strategy.
