Disney has announced that Hulu will be fully integrated into its flagship streaming service, Disney+, marking the end of its run as a standalone platform after more than two decades. The complete merger is slated for completion by 2026, with the transition beginning this fall.
Starting October 8, the Hulu brand will replace Star as the hub for general entertainment and adult-oriented content in Disney+’s international markets. Concurrently, subscribers in the United States will begin to see Hulu content integrated into the Disney+ app through a series of planned updates, culminating in a single, unified platform.
Launched in 2007, Hulu became a streaming pioneer, known for its next-day airings of network television shows and acclaimed original series like The Handmaid’s Tale. Although the dedicated Hulu app will be phased out, the brand will live on as “Hulu on Disney+.” Disney, which acquired full control of the service from Comcast this summer, believes the Hulu name holds stronger international brand recognition than its previous Star label.
This strategic shift coincides with a series of price increases across Disney’s streaming portfolio, effective October 21:
- Disney+ with ads: Rises to $11.99 per month (from $9.99).
- Disney+ Premium (no ads): Jumps to $19 per month (from $16).
- Hulu with ads: Increases to $11.99 per month.
- Hulu (no ads): Remains at $18.99 per month.
- Hulu + Live TV with ads: Jumps to $90 per month (from $83).
- ESPN+: Increases to $12.99 per month (from $11.99).
Disney attributes the price adjustments to the expanded content library resulting from the merger and its continued investment in original programming.
While customers can continue to subscribe to Hulu and Disney+ as separate services for now, the standalone Hulu platform is expected to be completely phased out by 2026. This consolidation represents a significant pivot in Disney’s direct-to-consumer strategy, moving away from managing multiple brands to creating a single, comprehensive service designed to streamline the user experience and strengthen its position in the competitive streaming market.
