Disney+ is preparing a significant move on its platform: the container for adult series and films. Star will be renamed Hulu outside the United States. This realignment of brands, planned for the next fall, seeks to simplify the offering and align international experience with the company's global strategy.
For those who use Disney+ in Spain and the rest of Europe, the change will have an effect more visual than catalogThe company has also announced that the app will introduce new functions and a more personalized homepage, while redefining how you communicate your performance: starting now will not report the number of subscribers as a leading indicator.
From Star to Hulu: What's Changing on Disney+
Star landed in Spain on February 23th 2021 like the Disney+ space dedicated to adult content. Since then, many series and films have been grouped under that label and their episodes They wore the Star logo in territories outside the United States. In Latin America, the brand arrived even later, in June 2024.
The next step will be to remove that identity and replace it with Hulu. In practical terms, the hub you already know will continue to exist, but under a new name and iconographyThe intention is to homogenize the Disney brand ecosystem globally, although The specific content you see will still depend on regional licensing..
It's important to remember that Disney+'s "adult" container groups titles from different labels and studios. So, just because it's called Hulu doesn't mean it's the entire Hulu catalog in the US landing as is outside that country. Productions such as The Bear alongside highly recognizable franchises such as The Simpsons, Grey's Anatomy o Lost, with availability that varies by market.
From the user's point of view, the change may generate some initial confusion (new name, new tab), but it shouldn't change your parental controls settings or the way you normally browse hubs. However, there will be some changes in the user experience that Disney has promised for this year.
Hulu Integration: Calendar and App Improvements
Beyond the rebrand, Disney has a roadmap in place to fully integrate Hulu into the main Disney+ app face to 2026This consolidation effort pursues operational efficiencies that the company estimates at around 3.000 million, in addition to reducing technological duplication. For a better experience, you can also consult platforms for compatible smart tvs.
The plan comes with an update to the app with “numerous improvements”, including a more personalized home and features that make it easier to discover content. The company also reiterated that in the United States, the option to subscribe will continue to be available. separate subscriptions, although the ultimate goal is a more integrated environment.
This repositioning reflects a unified vision for the direct-to-consumer business. The overall strategy also includes a push toward ESPN as a service. direct to consumer and the simplification of brands so that the user can better identify what to expect at each hub platform.
The combination of visual change (Star for Hulu), product improvements and a gradual technical integration aims to reinforce the value proposition of Disney+ without suddenly altering the rights windows nor the agreements in force by territory. It is, in essence, a phased transition.
Consequences by region and business context
In Spain and in many international markets, the farewell to Star and the arrival of the Hulu brand will be, initially, a change of label. It doesn't mean you'll be able to watch Hulu's entire US repertoire tomorrow, as availability will still be subject to local licensesHowever, it is a strategy that allows the adult hub's positioning to be clearer and more recognizable.
In Latin America the turn may attract attention because Star is a brand relatively recent there. However, the move fits with Disney's desire to present a portfolio globally consistent and reduce the name fragmentation that had occurred since the international rollout of Disney+.
The shift in focus comes alongside a review of how the company communicates its performance. At the end of June, Disney reported 183 million subscribers combining Disney+ and Hulu, but has announced that will stop reporting of the number of subscribers as a key metric, considering that it no longer accurately reflects the progress of the business.
In the most recent quarter, Disney+ added 127,8 million of paying subscribers and Hulu 55,5 millionThe company attributes the evolution of recent years to factors such as normalization after growth peaks (for example, the loss of some sports rights in India) and emphasizes other performance variables.
The financial results support the strategic shift. In the first nine months of the fiscal year, The Walt Disney Company achieved 11.091 million of profit (145% more year-on-year) and a turnover of 71.961 million (+5%). In the third quarter, net profit was 5.262 million and the income, of 23.650 million, with the segment of “entertainment"contributing some 10.700 million and "experiences” (parks, cruises, merchandising) around 9.100 millionThe on-demand content division recorded some 346 million profit, offsetting the weakness of the traditional television network.
The changes in the platform seek simplify brands, organize its application and prioritize business indicators more aligned with its strategy, while maintaining a stable viewing experience outside the United States in the short term.
