In a major streaming consolidation, Disney is sunsetting the standalone Hulu app in 2026, fully integrating its content into a single, unified Disney+ service. The move signals a strategic shift away from chasing subscriber growth toward building a more profitable and streamlined entertainment bundle.
Streamlining the streams: The goal is to create a "far better consumer experience" and "lower churn" by combining all programming from both services into one destination, CEO Bob Iger said on an earnings call. The unified service will be built on a single technology stack, creating operational efficiencies for the company. While the app is vanishing, the Hulu brand itself is going global, replacing the Star tile in international markets this fall.
Shifting the goalposts: In a move that mirrors a similar decision by Netflix, Disney also announced it will stop reporting quarterly subscriber numbers for its streaming platforms. The company stated the metrics have become "less meaningful" for evaluating performance. The new yardstick for success is now overall profitability, not just the sheer volume of subscribers.
Sealing the deal: The consolidation was made possible by Disney finally taking full ownership of Hulu, a process that concluded after it bought out Comcast’s remaining stake for roughly $9 billion. Having complete operational control gave Disney the key to make sweeping changes to the service, which was one of streaming's earliest pioneers.
For one of the original players in the streaming game, the move marks a final chapter. The focus now shifts from brand competition to creating a single, powerful entertainment hub designed to keep users inside Disney's walls.
Also on Disney's docket: The company is making other big moves in streaming, setting an August 21 launch date for its much-anticipated standalone ESPN service, priced at $29.99 per month. Meanwhile, Hulu's live TV business is heading in a different direction entirely, with a proposed joint venture to combine with Fubo.
