Disney Begins Beta Testing 'Hulu on Disney+' Integration

Combined Streaming Experience Aims to Boost Engagement and Reduce Churn

Disney has begun integrating Hulu content into its Disney+ streaming service, with a beta version of the combined service now available to subscribers of both platforms.
The new feature, known as 'Hulu on Disney+', allows users to access a majority of Hulu's content library within the Disney+ app, alongside existing Disney, Pixar, Marvel, Star Wars, and National Geographic content.
The integration is part of Disney's strategy to increase user engagement, reduce customer churn, and lower acquisition costs, with the aim of achieving profitability by the end of fiscal 2024.
Despite the integration, Hulu and Disney+ will continue to exist as separate offerings, with certain content and features, such as Hulu's live TV service, remaining exclusive to the standalone Hulu app.
The full integration of Hulu content onto Disney+ is scheduled for March 2024, at which point Disney plans to promote its bundled subscription options more aggressively.