The Walt Disney Company has officially announced that Hulu, one of the pioneering platforms in the streaming industry, will be phased out as a standalone app and service by 2026. After nearly two decades of operation, Hulu’s content and brand will be fully integrated into Disney+, marking a strategic shift toward a unified streaming experience.
The transition, which begins on October 8, will see Hulu replace the Star brand in international markets, becoming Disney’s global general entertainment hub. This move is part of Disney’s broader plan to consolidate its streaming offerings and streamline user experience across platforms. The company aims to create a “fully integrated unified app experience” by next year, allowing subscribers to access both Disney and Hulu content under one roof.
Despite the shutdown of Hulu’s independent app, the brand itself will not disappear. Hulu will continue to exist as a content tile within Disney+, similar to how Marvel, Star Wars, and National Geographic are currently organized. This rebranding is expected to boost global recognition of Hulu’s mature content catalog, which includes acclaimed originals like The Handmaid’s Tale, Only Murders in the Building, and Future Man.
The decision follows Disney’s full acquisition of Hulu from Comcast earlier this year, giving the company complete control over the platform’s future. In the U.S., subscribers will still have the option to purchase Disney+ and Hulu as separate plans, although Disney is expected to encourage bundled subscriptions through its Disney Bundle, which includes Disney+, Hulu, and ESPN+.
As part of the integration, Disney+ will roll out new features such as a more visual home screen, intuitive navigation, and personalized recommendations. These updates are designed to enhance content discovery and user engagement ahead of the full merger.
The announcement also coincides with a significant price hike across Disney’s streaming services. Starting October 21, Disney+ Premium (ad-free) will increase to $19.99 per month, while Hulu with ads will rise to $18.99. Hulu + Live TV will see a $7 jump, reaching $90.99 per month. These changes reflect Disney’s strategy to position its streaming offerings as premium, consolidated services.
Industry analysts view the move as a response to evolving consumer habits and intensifying competition in the streaming market. By merging Hulu into Disney+, the company aims to simplify its product lineup, reduce operational redundancies, and offer a more compelling value proposition to subscribers worldwide.
