Disney Integrates Hulu into Disney+ Platform
In a strategic move to streamline its streaming services, Walt Disney DIS.N has successfully integrated the general-audience-centric Hulu platform into the Disney+ app. This integration, which began as a test phase last year, now brings a diverse range of content under one digital roof. Subscribers can now enjoy the gritty culinary drama “The Bear” and the spine-chilling “American Horror Story” alongside family favorites like “Moana” and “Frozen.”
The merger is seen as a response to the evolving media consumption landscape, where traditional cable TV is witnessing a steady decline. By consolidating its offerings, Disney aims to simplify the user experience and bolster its subscription numbers. The Disney+ app will feature thousands of movies and TV shows from Hulu, all searchable within the same interface. Additionally, subscribers who have not yet opted for the Disney+ bundle will be prompted to add Hulu at a nominal increase of $2 per month.
Disney has taken careful measures to ensure that the family-friendly ethos of Disney+ remains intact. Enhanced parental control settings have been introduced, enabling subscribers to filter out mature content from Hulu on children’s profiles, according to Disney executives.
Despite the initial financial losses incurred by Disney’s streaming TV unit since the launch of Disney+ in November 2019, Chief Executive Bob Iger remains optimistic about the division’s profitability in the current year. This move comes at a time when Disney is facing scrutiny from activist investors over its heavy investments in direct-to-consumer services and competition with Netflix NFLX.O, the industry leader.
As of December 2023, Disney+ boasts nearly 150 million global subscribers, with Hulu accounting for nearly 50 million. The integration of these services is expected to create a more robust and competitive streaming offering in the market.
