The Disney Plus-Hulu Merger is Way More Than a Streaming Bundle

The Disney Plus-Hulu Merger is Way More Than a Streaming Bundle

BY DAVID PIERCE

March 27, 2024 | As of today, Hulu is part of Disney Plus. Hulu still exists — it still even has its own app — but it’s also being bundled into Disney’s primary streaming service alongside all the company’s other content. Even the Disney Plus logo changed to integrate that iconic green Hulu hue.

From a product perspective, the Hulu integration is roughly what you’d imagine. Hulu is now a tile inside the app, next to Marvel and Pixar and National Geographic and the rest. The price hasn’t changed; it’s still US-only, and the app’s not going away. Hulu shows and movies will also show up in search results and recommendations; if you’re subscribed to Hulu, you’ll get everything seamlessly, and if you’re not, the app will try to convince you to sign up. Disney has been beta-testing this for months, and it works fine — it can be somewhat confusing to figure out what’s “a Hulu thing,” whereas “a Pixar thing” is much easier to define, but there’s nothing shockingly new or confusing here. It’s just Hulu inside of Disney Plus.

But “it’s just Hulu inside of Disney Plus” turns out to be a bigger deal — and a bigger undertaking — than it sounds. As it has prepared to integrate Hulu, Disney has also been changing the way the whole company thinks about streaming. It has worked to better integrate everything from login tools to advertising platforms to metadata and personalization systems so that Disney can go from owning a collection of streaming services and platforms to having something much more like a single product across the whole company.

Read more on The Verge.

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