Disney is set to replace its Star brand with Hulu as a global general entertainment tile on the international Disney+ service, marking the first major expansion for Hulu.
The move comes after Disney’s acquisition of Comcast’s stake in Hulu last month and follows Disney’s latest earnings quarter results. According to executive commentary, work is underway to enhance technology and implement improvements within the Disney+ app.
Hulu currently has limited brand recognition outside of the US and Japan, but analysts believe it has potential for international growth. Guy Bisson, Executive Director at Ampere Analysis, stated that Hulu may be a better brand for international markets compared to Star.
In the US, Hulu is expected to remain available as a stand-alone service for customers who prefer not to bundle with Disney+. The decision to integrate Hulu into Disney+ has been seen as a way to increase revenue by offering a single plan with more options.
The change marks a significant shift in Disney’s strategy, and analysts are watching closely. With the integration of Hulu into Disney+, consumers will have access to a unified app experience with exciting new features and personalized content recommendations.
As Disney moves forward, it remains to be seen how the Star brand will be utilized internationally, particularly in Japan where it may be used to avoid confusion with Hulu. The decision will likely depend on market trends and consumer preferences.
Source: https://deadline.com/2025/08/hulu-to-become-international-tile-on-disney-replacing-star-1236479835