Disney reveals Hulu phaseout window

A delicate move reshapes a famous streaming name without revealing what truly lies ahead

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Something big is shifting behind the familiar logos. Subtle changes hint that Disney is quietly preparing a new chapter for its streaming landscape. While few details have surfaced publicly, the signals suggest a major realignment in how viewers will access and recognize one of its most iconic digital brands. For now, Hulu remains in focusโ€”its role clearly evolving, even if the full picture stays just out of sight.

What Disneyโ€™s phaseout actually changes and when

Disney says the standalone app will be retired, and content will live inside Disney+. The brand stays, because the company sees value in name recognition. According to a Thursday statement, integrations continue through iterative product updates, so the experience feels natural, not abrupt. That approach reduces churn risk while the catalog moves.

On October 8, the brand becomes Disney+โ€™s general-entertainment label outside the U.S., replacing Star. The change is designed to lift awareness, especially for adult-focused series and films. Marketing and social teams now promote the label globally. Because placement drives discovery, the iconography, tiles, and rails matter as much as shows.

The path ends in 2026, when Disney targets a fully unified app. Until then, users will notice deeper homepage placement and smarter surfacing of dramas, comedies, and unscripted hits. The Hulu standalone service winds down, yet Disney says customers can still buy both offerings as separate plans during the transition, so billing options remain flexible.

How Hulu becomes Disney+โ€™s global general-entertainment brand

The company is not dropping the name; it is reframing it. Beyond the U.S., the label replaces Star across Disney+, so viewers see one entertainment banner. That swap simplifies messaging, because one global brand is easier to explain, track, and market across languages and regions, as Variety reported.

Product work lands first. Disney+ rolls out a more visual home screen in the next weeks. Navigation gets more intuitive, while recommendations adapt faster to viewing habits. Because presentation nudges choice, the new design pushes dramas, thrillers, and reality series into clearer lanes, so sampling improves without extra clicks or searches.

These changes are โ€œonly the beginning,โ€ with more updates planned ahead of the unified app launch next year. The roadmap spreads risk, since small steps let teams tune performance and retention. Although the rollout is staged, users see immediate benefits: cleaner grids, quicker access to shows, and easier movement between profiles and hubs.

What subscribers should expect across features, access, and catalogs

In the U.S., the service and app will shut down after Disney completes the shift. Content moves to Disney+, while the label continues as a hub. Because many households share devices, placement on the homepage matters. Users should see entertainment rows appear sooner, then deepen as the migration advances.

Internationally, the Star badge retires. The entertainment catalog sits under the new name on Disney+. That change keeps parental controls and profile settings intact, because the platform handles them. Users should expect the same local originals and licensed series, just filed under a different banner that the company believes is clearer.

Disneyโ€™s week also included headlines at ABC, which suspended and later reinstated Jimmy Kimmel. Even so, the pricing plan moves forward. The company balances brand consolidation with rate changes, while it argues that better navigation and smarter recommendations increase perceived value. The goal is fewer apps to manage, and fewer places to look.

Prices, bundles, and how Hulu plans affect your bill

Disney announced U.S. price increases in mid-September, effective October 21. The Disney+ standalone plan rises by $2, from $9.99 to $11.99 per month. The ad-supported plan for the entertainment label also goes up by $2, from $9.99 to $11.99. Timelines match the phaseout, so billing and branding move together.

The premium plan without ads stays at $18.99 per month. Hulu + Live TV with ads increases by $7, from $83 to $90 per month. Those figures matter for households cutting cable, because live sports and news often decide bundles. Keeping the ad-free price stable softens the headline, while the live tier bears the jump.

Disney+ Premium without ads rises by $3, moving from $16 to $19 per month. ESPN Select, formerly ESPN+, also increases on October 21, from $11.99 to $12.99. Because many users stack services, the combined effect depends on each mix. Annual choices, student rates, and regional taxes still shape the final monthly bill.

Acquisition, international strategy, and the road to one app

Disney completed full ownership in June after a long-running deal with Comcast. Corporate clarity unlocks product clarity, so the company can merge tech stacks and catalogs. The aim is one login, one interface, and fewer support paths. Engineering then focuses on speed, search quality, and uptime, not on duplicate app maintenance.

Marketing and social activity now run globally under the same label. Disney argues that recognition lifts trial and rewatch rates. Because the entertainment catalog skews adult, a single badge helps users find thrillers, FX series, prestige dramas, and cult comedies faster. The switch also streamlines partner promotions across devices and carriers.

The company promises a โ€œmore visualโ€ Disney+ in the next few weeks, then more updates in the lead-up to a unified experience next year. The 2026 target sets the end state: one place for originals, licensed hits, and films under one roof. During this window, Hulu remains a brand, not a separate app.

What this shift means for your streaming routine right now

Change starts on the screen you already use, so you will notice a crisper homepage and clearer hubs first. The label replaces Star abroad on October 8, while U.S. users see deeper integrations before the unified experience arrives. Because pricing shifts on October 21, plan mixes matter; however, Hulu content stays easy to find inside Disney+.