Disney says it is “fully integrating” Hulu into Disney+, plans to launch a “unified” Disney+ and Hulu app in 2026 and migrate Hulu's live TV subscribers to Fubo

Hulu will replace the Star brand on Disney+ internationally this fall

Variety 2025-08-06 Todd Spangler

Context & Ripple Effects

Disney has been moving toward a combined consumer experience for years: it outlined a single-app Disney+ and Hulu experience in 2023 and then added Hulu discovery and viewing inside Disney+ in 2024. This announcement advances that staged integration from an in-app bundle to a unified product plan.

The international branding change also completes a longer repositioning of Star, which Disney introduced as its overseas general-entertainment platform. Separately, the live-TV handoff follows the Disney-Fubo joint venture agreement announced earlier this year.

First-order effects

Disney+ and Hulu subscribers are being steered toward one unified app in 2026, while Hulu becomes the consumer-facing brand replacing Star in international Disney+ markets.
Hulu + Live TV subscribers will migrate to Fubo, separating Disney’s live-TV customer base from the broader Disney+ and Hulu on-demand integration.

Second-order effects

Disney can concentrate app development, content merchandising, and subscription journeys around Disney+, while Fubo takes on the immediate subscriber-transition and service-continuity challenge for live TV.
The split makes the distinction between on-demand bundling and virtual pay-TV clearer: Disney’s entertainment bundle consolidates while Fubo becomes the destination for the transferred live-TV audience.

Third-order effects

If the rollout holds, Disney’s streaming portfolio shifts from separately branded services toward one global consumer front door, with regional brand differences reduced by Hulu’s expansion.
The arrangement is an example of Hulu’s prior integration into Disney+ evolving into platform consolidation while live-TV distribution is handled through a specialist partner; its success will depend on whether migrations preserve subscriber value without increasing bundle cannibalization.

The trend: Streaming companies are simplifying consumer brands and app experiences while using partnerships to keep more operationally distinct services, such as live TV, outside the core product.

Discussion

@brianstelter Brian Stelter on x
As a 15+ year fan of Hulu, I think it is the fastest, user-friendliest streaming app out there, so I sure hope Disney incorporates Hulu tech...
@madamefowler @madamefowler on x
I understand Disney is the bigger owner but Hulu is the bigger streaming brand. I think Hulu should absorb Disney content and not the other way around.
@sourceryan Ryan W on x
Hulu's UI is much better than Disney+. Hopefully there are some improvements cause this isn't appealing.
@nyasimoneg Nya Simone on x
The Disney+/Hulu UI is terrible so I hate the apps merging.
r/Hulu r on reddit
Hulu standalone app to end in 2026, content to fold into Disney+
r/cordcutters r on reddit
Hulu App to Be Phased Out as Disney Is ‘Fully Integrating’ Service Into Disney+
@sherman4949 Alex Sherman on x
Disney CEO Bob Iger says during Disneu conf call ESPN will now have 28 clean windows for NFL games, up from 22. The seven games on the NFL Network will all be part of ESPN's direct-to-consumer offering. ESPN's total NFL games will increase from 25 to 28
@sherman4949 Alex Sherman on x
Some major sports news this morning —ESPN, WWE ink five-year deal for WrestleMania, Royal Rumble, other live events I'm told Disney is paying $325m for the package per year for five years More on ⁦@SquawkCNBC⁩ in a few minutes https://www.cnbc.com/...
@sherman4949 Alex Sherman on x
Disney CEO Bob Iger addressing this point right now — The features/functionality of the ESPN app will be a better experience, so ESPN wants you using the app .... But if you prefer to just watch ESPN linear, Disney is fine with that too. That's why cable subs will get the app.
@sherman4949 Alex Sherman on x
And given the NFL sold **one** game to YouTube this season, the NFL may sell these four games on a literal game by game basis to different platforms to maximize value and test audience/engagement.
@pkafka Peter Kafka on x
Classic NFL. A deal to sell more games (and other stuff) to Disney *also* means an opportunity to sell more games to the likes of Netflix. [image]
r/CFB r on reddit
[Official] ESPN's Direct-to-Consumer Service and Enhanced App Launching August 21

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