Observed Signal · Feb 25, 2026 · Product Launch · Source: State of Streaming · Impact: 4/5 · Sentiment: Positive
Disney+ App Redesigned, Replaces Star with Hulu
Disney is redesigning the Disney+ app and replacing its international "Star" brand with Hulu as part of a plan to merge its streaming services into a single integrated app. The update introduces a new "For You" recommendations tab, a dedicated "Live" section for news and sports, and a top navigation bar that surfaces Disney+, Hulu and ESPN only if the user subscribes. The company says users will begin seeing a revamped app starting 8th October, with a fully integrated single‑app experience targeted for release in 2026. The redesign precedes planned price increases (Disney+ with ads +$2 to $12/month; ad‑free tier +$3 to $19/month). The change follows Disney buying the remainder of Hulu from Comcast earlier this year.
Major streaming platform (Disney) consolidating Hulu globally changes CTV/OTT inventory, subscription packaging and ad monetization — relevant to advertisers, publishers and programmatic buyers as it reshapes audience reach and ad inventory under a single platform.
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Key Takeaways & Evidence Grounding
- Disney is overhauling the Disney+ app and replacing the international "Star" brand with Hulu.
- The revamped app introduces a "For You" recommendations tab, a dedicated "Live" section for news and sports, and a top navigation bar highlighting Disney+, Hulu and ESPN.
- Users will begin seeing the revamped app starting 8th October; Disney plans a single fully integrated app experience due in 2026.
- Disney+ price increases are scheduled to take effect on the 21st of October: the ad‑supported tier rises by $2 to $12/month and the ad‑free Premium tier rises by $3 to $19/month.
- Disney acquired the remainder of Hulu from Comcast earlier this year, enabling the integration.
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Disney folds Hulu into Disney+, ends Hulu app
Disney announced it will retire the standalone Hulu app in 2026 and fully integrate Hulu’s content into a single, unified Disney+ service built on one technology stack. CEO Bob Iger said the consolidation aims to improve consumer experience, lower churn, and drive profitability over subscriber growth. Disney will expand the Hulu brand internationally (replacing the Star tile) and stop reporting quarterly subscriber numbers for its streaming platforms, shifting focus to profitability metrics. The consolidation follows Disney acquiring Comcast’s remaining Hulu stake (reported at roughly $9 billion). Separately, Disney set an August 21 launch for a standalone ESPN streaming service priced at $29.99/month and is pursuing a proposed joint venture to combine Hulu’s live TV business with Fubo.
Disney Moves Legacy Hulu Bundles to Disney+-First Plans
Disney is accelerating a 2026 restructuring of its streaming subscriptions by migrating customers from legacy Hulu-led bundles (including Disney+ and ESPN+) to plans that make Disney+ the primary service with Hulu content nested inside. The company is discontinuing certain automatic credits for overlapping subscriptions and is converting some ad-free Hulu entitlements into ad-supported tiers unless customers switch to newer Disney+-anchored bundles that include ad-free Hulu. Disney plans to fully integrate Hulu into the Disney+ application during 2026, winding down the standalone Hulu app and delivering Hulu originals and next-day broadcast content exclusively via Disney+. The consolidation aims to simplify operations, centralize billing and recommendation systems, and provide tighter control over advertising inventory, user data, and cross-promotion across its content franchises.
Disney+ to Add Hulu + Live TV Inside App
Disney will integrate Hulu + Live TV directly into the Disney+ application, consolidating on-demand libraries and live television (linear channels, live sports and news) into a unified app. The company previously rolled out profile linking between Hulu and Disney+ for eligible bundle subscribers and plans backend unification to create a "super app" experience. The standalone Hulu app is expected to be phased out as features—such as an enhanced live guide, real-time programming from networks like ABC and ESPN, and the ability to browse and record live content—are progressively rolled out across 2026. Initial testing is underway for select bundle holders; Hulu-only subscribers will retain access via the evolving Disney+ platform during the transition.
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