Hulu's days are numbered, and Disney just made it official
News of the integration came during Disney's third quarterly earnings report and is part of the company's ongoing focus on streaming entertainment, including an upcoming Aug. 21 release of an ESPN streaming service.
'The company is taking major steps forward in streaming with the upcoming launch of ESPN's direct-to-consumer service, our just-announced plans with the NFL, and our forthcoming integration of Hulu into Disney+, creating a truly differentiated streaming proposition that harnesses the highest-caliber brands and franchises, general entertainment, family programming, news, and industry-leading sports content,' Disney CEO Bob Iger said in the report.
While Hulu isn't disappearing as a brand, its set to fold into the existing platform. This quarter, Disney+ and Hulu subscriptions grew to 183 million, up by 2.4 million from the previous quarter. Despite growth in subscriptions, and beating earning projections, the entertainment giant's stock was down 2% at the time of publishing.
Closing out a decades-long effort
Hulu was initially founded in 2007 as a joint venture between 21st Century Fox (then News Corporation) and NBC Universal, with The Walt Disney Company and others later joining as stakeholders.
Disney acquired 21st Century Fox's entertainment assets in 2019, giving the company controlling interest of the streaming platform ahead of of Disney+'s debut. Since, Disney has tried to acquire the remaining 33% of stakes in Hulu owned by Comcast (which bought NBC Universal). In June this year, both companies reached an agreement, with Disney set to pay $439 million to take full control of the platform.
A Hulu integration unto the existing app had already been teased back in 2023, when Disney rolled out a beta version featuring Hulu's content inside the Disney+ app.
Goodbye'Star+,' hello new homepage
Users outside of the US might already be familiar with Hulu's programming available on the Disney+ app, under the tile dubbed 'Star+.'
Until last year, Star+ served Latin America with its standalone app and platform featuring shows from FX, ABC, Hulu originals, and more. The standalone app folded into Disney+ last july, integrating as a tile within the app. Starting in the fall, the Star tile will now be replaced in Disney's international markets by Hulu's logo.
Additionally, imporvements to the existing app are underway, the company revealed during their earnings call.
'Over the coming months, we will be implementing improvements within the Disney+ app, including exciting new features and a more personalized homepage,' Iger said. 'All of which will culminate with the unified Disney+ and Hulu streaming app experience that will be available to consumers next year.'
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