The Future of Hulu: Disney's Streaming Evolution
Disney has unveiled plans to "fully integrate" Hulu within its Disney+ app by 2026, as announced by CEO Bob Iger. A representative stated that standalone Hulu subscriptions would continue, though it's uncertain for how long. The integration aims to unify the catalogs and user profiles, potentially rendering the separate Hulu app unnecessary.
This strategic shift reflects Disney’s approach to streamline its streaming services, which, according to analysts, may make Hulu’s business model redundant. Speculations suggest the Hulu app might be phased out, although Disney has yet to confirm this officially.
Central to Disney's strategy is enhancing user experience, with Iger emphasizing improved engagement when both Disney+ and Hulu content are accessible under one interface. The premise is to diminish churn rates and bolster customer retention through a consolidated platform.
The integration process, which began earlier in 2025, incorporated a Hulu tile within Disney+. This required significant technical alignment, including the migration of over 100,000 assets and updating platforms for login and advertising, as reported by industry sources.
Disney's acquisition of Comcast's stakes in Hulu has been instrumental in this transition. The forthcoming Disney+ app aims to boost profitability in the streaming sector by driving engagement and advertising revenue while mitigating subscriber turnover.
Despite the integration, Hulu possesses substantial value, evident in its 55.5 million subscriber base as of 2025. While Disney+ has a larger audience, Hulu’s standalone status contributes significantly to Disney's revenue, thanks to its higher average monthly earnings per subscriber compared to Disney+.
Analysts believe Disney may incentivize subscribers towards a bundled approach, promoting a comprehensive Disney+ package that may include Hulu’s offerings. This strategy not only maximizes consumer choices but potentially reduces churn through appealing bundle deals.
The standalone Hulu services, including its Live TV, provide further reasons to maintain its brand presence, alongside Disney’s considerations on content categorization for brand consistency.
Globally, Disney plans to retain the Hulu name, replacing "Star" with Hulu as the general entertainment brand within international markets. This move indicates a prolonged, albeit repositioned, existence for Hulu.
Current trends suggest Disney will facilitate a transition of Hulu users to Disney+, anticipating further consolidations in the streaming landscape. Hulu's evolution under Disney's broader streaming strategy remains a pivotal development in the industry.
