The Walt Disney Company will fully integrate Hulu into Disney+ in the United States starting early 2026, ending the standalone Hulu app for domestic users in a move aimed at streamlining its streaming portfolio and deepening engagement within a single platform. The integration will allow Disney+ subscribers in the U.S. to access Hulu programming directly within the Disney+ app, with Hulu maintained as a separate content tile in international markets where it operates as a brand rather than a platform.
Disney CEO Bob Iger framed the move as a strategic evolution following the company’s earlier launch of a “Hulu on Disney+” beta in 2023 and the expansion of bundled offerings. “Integrating Hulu into Disney+ is the next logical step in our strategy to provide greater value, simplify the user experience, and deepen engagement across our combined content library,” Iger said during Disney’s fiscal third-quarter earnings call.
The decision comes as Disney’s direct-to-consumer (DTC) segment posted $6.2 billion in revenue for the quarter ended June 28, 2025, a 7% increase year over year, with operating income reaching $550 million compared to a $512 million loss in the same quarter last year. The company credited higher subscription revenue, improved advertising performance, and cost efficiencies as drivers of the turnaround.
Beginning with the fiscal fourth quarter, Disney will no longer report separate subscriber counts or average revenue per user (ARPU) for Disney+, Hulu, or ESPN+, instead disclosing only the aggregated totals for its DTC business. CFO Hugh Johnston explained the change as part of aligning financial disclosures with the integrated operational strategy. “We believe the combined subscriber base is the most relevant metric for investors going forward, as our streaming services increasingly operate as a unified ecosystem,” he said.
Hulu ended the third quarter with 50.2 million subscribers, Disney+ had 158.4 million, and ESPN+ counted 27.6 million, giving Disney a combined streaming base of more than 236 million subscriptions worldwide before the change in reporting metrics.
The integration also underscores Disney’s positioning in a competitive streaming landscape where consolidation and bundled value propositions are becoming critical to subscriber acquisition and retention. By bringing Hulu’s breadth of general entertainment content under the Disney+ interface, the company aims to increase cross-platform viewership, reduce churn, and bolster advertising opportunities.
As Iger summarized, “This integration is about more than combining apps; it’s about creating a more compelling and efficient product for our customers while driving stronger economics for our business.” The rollout will begin in early 2026 for U.S. users, with international adjustments following market-specific strategies for the Hulu brand.