In a major strategic pivot for its streaming empire, The Walt Disney Company has announced that the Hulu brand will officially go global. Starting October 8, Hulu will be launched as a dedicated international content tile within the Disney+ app, effectively replacing the Star brand in markets across Europe, Canada, Australia, and beyond.
The move marks the end of the “Star” era, which was introduced in 2021 as a home for adult-oriented content from 20th Century Studios, Searchlight, and FX. By retiring the generic Star name in favor of Hulu, Disney aims to leverage the latter’s high brand recognition and deep association with premium general entertainment as it prepares for a fully unified platform.
A Unified Streaming Vision
This transition is the first visible step toward Disney’s long-term goal of creating a “one-app” experience. Following the full acquisition of Hulu from Comcast earlier this year, CEO Bob Iger and the Disney leadership team have prioritized streamlining their digital offerings to reduce subscriber churn and simplify the viewing experience.
Subscribers outside the U.S. can expect several key changes as part of the October rollout:
• The “Hulu” Hub: The familiar green Hulu logo will replace the Star tile on the Disney+ home screen, housing the same library of mature content, including hits like The Bear, Shōgun, and Only Murders in the Building.
• Enhanced Navigation: A new global navigation bar will be introduced, featuring dedicated tabs for Disney+, Hulu, and ESPN (where available), allowing for more seamless jumping between different content pillars.
• “For You” Personalization: An upgraded recommendation engine will debut alongside the rebranding, utilizing a unified algorithm to suggest content from across the entire Disney+ and Hulu libraries based on individual viewing habits.
Preparing for 2026
While the international rebranding takes effect this autumn, it serves as a precursor to the 2026 launch of a completely integrated app. By then, Disney expects to have finalized the technical merger of the two platforms, potentially sunsetting the standalone Hulu app in the United States in favor of a singular destination for all Disney-owned entertainment.
Industry analysts suggest that the “Hulu” name carries significantly more weight with international audiences than “Star,” which often struggled to define itself as anything other than a secondary folder within the Disney+ ecosystem. This change is expected to help Disney compete more aggressively with rivals like Netflix and Max by presenting a more cohesive and recognizable brand identity.
Seamless Transition for Users
For current Disney+ subscribers, the switch on October 8 will be largely cosmetic and automatic. All watchlists, parental control settings, and viewing histories will remain intact as the Star tile simply transforms into the Hulu tile.
As Disney prepares for its next fiscal chapter, the message is clear: the Hulu brand is no longer just a domestic powerhouse, but the new global face of Disney’s adult-focused storytelling. With this move, the company is betting that a more unified “Hulu on Disney+” experience will be the key to dominance in the increasingly crowded streaming wars of 2026.
