Upcoming Streaming Merger Means End of Standalone Hulu App

An upcoming change in the streaming industry is set to revolutionize the way viewers access content. Following its acquisition of Hulu, The Walt Disney Company has announced plans to integrate Hulu's library into the Disney+ application, effectively ending the standalone Hulu app. This means viewers can look forward to a unified, enhanced experience, with a wider range of content all in one place. The unified experience is expected to be fully in place by 2026.

Disney CEO Bob Iger stated the move is designed to create an "improved consumer experience." This strategic move is expected to increase Disney's competitive edge in the streaming market and provide a more comprehensive entertainment package for consumers. During an earnings call, Iger explained, "This will create an impressive package of entertainment, pairing the highest caliber brands and franchises, great general entertainment, kids programming, news, and industry-leading live sports content all in a single app."

This consolidation also extends to international markets. Starting in the fall of 2025, Hulu plans to replace the 'Star' tile on the international version of Disney+. The unified experience is expected to be fully in place by 2026, further unifying the company's streaming offerings globally.

Impact on the Streaming Industry

This strategic shift reflects a broader trend in the streaming industry, where major players are consolidating their content libraries to better compete in a crowded market. The merger of Disney+ and Hulu is a significant development that will transform the way millions of subscribers access their favorite TV shows and movies.

A Unified Experience

While the standalone Hulu app will be phased out, the company has indicated that consumers will still have the flexibility to subscribe to Hulu's content separately, without paying for the entire Disney+ catalog, and vice versa. Additionally, the Hulu brand will replace the Star tile on the international version of Disney+ starting in the fall of 2025. This integration marks a significant step in Disney's streaming strategy to streamline its offerings and create a more cohesive platform for subscribers, while still giving them the freedom to choose their viewing experience.

What this Means for Advertisers

The integration of Hulu into Disney+ represents a significant opportunity for streaming advertisers. By combining the two platforms, Disney will offer a single, unified ad platform with a massive audience reach. This consolidation simplifies the ad-buying process, allowing marketers to run campaigns across both services and leverage the combined data to create more targeted advertisements. The merger will also enable Disney to enhance its ad-supported tiers and increase revenue by providing more personalized and engaging ad experiences for viewers.