Disney+ Hulu integration is Disney’s plan to fold Hulu into Disney+ in 2026.
The company is pitching a single, unified experience that can increase watch time and improve advertising economics. ([The Verge][1])
What Disney says the Disney+ Hulu integration will do
Disney has been clear about direction, even if product details are still limited. In August 2025, Disney CEO Bob Iger said the company is combining Hulu into Disney+ to create a unified app experience spanning branded entertainment, general entertainment, news, and sports. ([Los Angeles Times][2])
The Verge reported the Disney+ Hulu integration will place all of Hulu’s content inside Disney+, raising questions about the long-term need for Hulu’s standalone app. ([The Verge][1])
Business Insider has described the effort as a “super app” strategy. The goal is to keep subscribers inside one Disney-controlled surface more often. ([Business Insider][3])
Why the Disney+ Hulu integration is happening now
Ownership was a gating factor. Disney finalized full control of Hulu in June 2025 after agreeing to pay NBCUniversal an additional $438.7 million to close the valuation process. ([Reuters][4])
With that resolved, Disney can move faster on platform consolidation. The Verge noted the Comcast deal completion as a key enabler of the Disney+ Hulu integration. ([The Verge][1])
Disney is also under pressure to raise engagement, not just subscribers. Business Insider cited Nielsen data showing Disney+ and Hulu held a 4.7% share of U.S. TV viewing, well behind Netflix at 8.3% and YouTube at 12.9%. ([Business Insider][3])
That gap matters because watch time drives both retention and ad inventory. It also changes how Wall Street values a streaming bundle.
Product shifts already underway
Disney is not waiting until 2026 to change the interface. In an October 2, 2025 update, Disney said Hulu would become the global general entertainment brand on Disney+ beginning October 8, replacing Star in international markets. ([The Walt Disney Company][5])
That same Disney post said the company was preparing for a fully integrated unified app experience the next year. It also detailed navigation updates, including separate Disney+, Hulu, and ESPN tabs depending on a user’s subscription. ([The Walt Disney Company][5])
These steps are consistent with the Disney+ Hulu integration playbook. Build shared navigation first, then merge discovery, profiles, and playback flows.
Advertising economics are a central bet
The Disney+ Hulu integration is also an ad-tech story. Business Insider reported Disney merged Disney+ and Hulu ad servers, a step employees described as crucial to operating campaigns through one system. ([Business Insider][6])
In theory, one ad stack improves yield. It can reduce duplicated inventory. It can also make it easier to sell cross-service campaigns with consistent measurement.
This matters because streaming is moving from subscriber growth to profitability per user. Disney’s own earnings materials show streaming is now a meaningful profit contributor, even as linear TV weakens. ([The Walt Disney Company][7])
What happens to Hulu as a standalone app
Disney has not fully closed the door on separate purchases. The Verge reported a Disney spokesperson said customers will still be able to buy Hulu and Disney+ separately after the unified experience launches. ([The Verge][1])
That nuance is important. The Disney+ Hulu integration can still exist alongside distinct price points. It can also preserve Hulu’s identity for viewers who do not want the Disney+ brand wrapper.
There is still uncertainty around Hulu + Live TV. Several outlets have noted open questions about how live TV fits into the unified product design. ([The Verge][1])
The upside and the risks
The upside of Disney+ Hulu integration is straightforward:
Higher engagement through a single homepage and recommendations. ([The Verge][1])
Lower churn if subscribers find more “always-on” viewing choices. ([Business Insider][3])
Better ad yield through unified inventory and simpler buying. ([Business Insider][6])
The risks are also real. Large migrations can break logins, profiles, and billing flows. Brand confusion can trigger cancellations. And any short-term decline in satisfaction can reduce the very engagement Disney is targeting.
There is also an optics risk. If Disney emphasizes the Disney+ Hulu integration, it may also face tougher questions about pricing power during a period of subscription fatigue.
What to watch in 2026
Three signals will show whether Disney+ Hulu integration is working.
First, engagement. Watch viewing share and time spent metrics, not just subscriber totals. ([Business Insider][3])
Second, advertising performance. Look for improved sell-through and steadier ad loads without higher churn. ([Business Insider][6])
Third, product stability. If the unified app reduces customer support issues, Disney can scale faster.