Disney today confirmed it will phase out the standalone Hulu app in 2026, shifting its entire Hulu content library into Disney+ as part of a broader plan to unify its streaming portfolio. The move is accompanied by a decision to stop reporting separate subscriber numbers for Hulu and Disney+, marking a strategic pivot toward a single streaming identity per THR
Disney has already bought Comcast’s remaining stake in Hulu, paying roughly US $9 billion in total for full ownership. With full control, Disney aims to streamline technology, consolidate ad operations, and reduce duplication. Analysts estimate the integration could save around US $3 billion in redundant costs and infrastructure.
Standalone subscriptions for Hulu and Disney+ will still be offered, but content access will move into a new, unified Disney+ app launching in 2026. In international Disney+ versions, the Star hub will be replaced by a Hulu-branded tile this fall, positioning Hulu as Disney’s global general entertainment offering. And with a single ad-serving infrastructure (“Mission Control”) already in place helps combine ad campaigns across both platforms seamlessly.
Disney promises a more seamless user experience, improved content personalisation, and potentially lower churn due to reduced confusion across platforms. However, users familiar with Hulu’s interface voiced concern that the integration might dilute Hulu’s identity and usability.
Unified ad infrastructure allows sales teams to push integrated Disney+ + Hulu ad buys, reducing siloed ad offerings and simplifying campaign management.
Disney is shifting away from reporting traditional subscriber counts, stating these metrics have become “less meaningful” in evaluating streaming performance. The consolidation is expected to drive stronger financial outcomes through higher ad revenue, operational efficiencies, and increased subscriber retention.
The 2026 integration of Hulu into Disney+ signals Disney’s aggressive push to make Disney+ the ultimate streaming destination, combining family entertainment, general content, live sports, and news under one roof. While this move offers operational and user benefits, it also raises concerns among hardcore Hulu fans who fear loss of brand distinctiveness and potential content confusion.
As Disney transitions to a unified app, the industry will be closely watching whether this consolidation strengthens engagement and profitability, or disrupts user loyalty in the long run.
