Disney is giving Hulu a global stage. The company announced that Hulu will replace the Star brand as the general entertainment tile on Disney+ internationally this fall — marking Hulu’s first major expansion outside of the U.S. and Japan.
The move comes just weeks after Disney completed its buyout of Comcast’s remaining stake in Hulu, securing full ownership of the nearly 20-year-old streaming service.
A New Global Entertainment Brand
Currently, Disney+ features dedicated tiles for Disney, Pixar, Marvel, Star Wars, and National Geographic. In select markets, it also offers ESPN and Star. With this change, Hulu will take over Star’s position as the platform’s general entertainment brand.
Disney executives confirmed in their Q3 earnings commentary that work is already underway to enhance the Disney+ app, including new features and a more personalized homepage. The ultimate goal is a unified Disney+ and Hulu streaming experience by next year.
“All of this work will culminate with the unified Disney+ and Hulu streaming app experience,” the company said, adding that the integration will bring a single tech stack and streamlined ad sales.
Hulu Still Safe in the U.S. (For Now)
Despite speculation about Hulu’s U.S. future, Disney insiders say reports of a full shutdown are premature. Stand-alone Hulu will remain available in the United States through at least 2026 for subscribers who don’t opt for the Disney+ bundle.
Industry analysts believe Hulu could be a stronger brand internationally than Star. “I actually think it’s a better brand than Star for international,” said Guy Bisson, Executive Director at Ampere Analysis.
Hulu’s Road to Global Reach
Hulu has long been seen as a potential international player. Back in 2009, the service was close to a major content deal with UK network ITV, but it never materialized. Outside of a short-lived Japanese service sold to Nippon in 2014, Hulu has remained U.S.-exclusive — until now.
This new global rollout is part of Disney’s broader strategy to strengthen its streaming dominance. Since its 2019 launch, Disney+ has rapidly expanded worldwide, with Star acting as its general entertainment hub in Latin America, Asia, and other markets. Hulu’s rebranding in this role will align Disney’s streaming identity globally.
What It Means for U.S. Viewers
For American subscribers, the change will likely be most noticeable in the growing integration of Hulu content into Disney+. Disney CEO Bob Iger and CFO Hugh Johnson called this integration a “major step forward” that will deliver “an impressive package of entertainment” to viewers.
As Disney moves toward a fully unified platform, U.S. audiences can expect more cross-platform programming, deeper personalization, and a smoother user experience — without losing the Hulu brand they know.
