Disney is moving towards full integration of Hulu into the Disney+ app to create a seamless user experience, significantly increasing engagement. The integration involves extensive updates including reworking login tools, advertising platforms, and video file compatibility. The updated app, anticipated in 2026, aims to enhance streaming quality and user recommendations by combining assets from both platforms. Disney recently acquired Comcast's remaining stake in Hulu for about $9 billion, while highlighting the value of maintaining Hulu for its current 55.5 million subscribers despite its smaller size compared to Disney+.
When we gave people an opportunity to have a more seamless experience between Disney+ and Hulu, we saw engagement increasing. And we would hope that when we take this next step, which is basically full integration, that that engagement will go up even more.
The initial integration of Hulu, which previously used a different tech platform than the 12-year-younger Disney+ app, required the reworking of everything from login tools to advertising platforms, to metadata and personalization systems.
Iger also pointed to work around the app's recommendations, including what users see on the Disney+ homepage. Additionally, the app has added more streams, such as one that plays The Simpsons 24/7.
The updated user experience will help the profitability and margins of Disney's streaming business (which also includes ESPN+) by boosting engagement, reducing subscriber churn, increasing advertising revenue, and driving operational efficiencies.
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