Starting from March 27, Disney+ subscribers in the U.S. will now get access to the full Hulu experience integrated into their Disney+ subscription, providing them with a dual service.
The extensive library of Hulu consisting of 70,000-plus TV episodes and movies including programs like “Poor Things”, “The Bear” and “Murders in the Building” will now feature directly in the Disney+ app along with its famous shows and films from Star Wars, Marvel, Pixar and more. However, because of content licensing few Hulu titles like ITV reality dating show ”Love Island” and ABC’s hit sitcom “Modern Family” will be unavailable on Disney+ along with the Hulu + Live TV package. Before this integration, Hulu content had already been available on Disney+ starting from early December, as part of the beta integration phase.
To boost the overall viewing hours among customers who have already subscribed to both Disney+ and Hulu individually but are not aware of the extensive content offerings, this integration was done. This will also lead to lower cancellation rates because the higher the engagement, the lower the chance for the cancellation of the platform. However, users having only Disney+ subscription in the U.S. will see the Hulu content along with new upgrade options promoted in the app to explore Hulu’s offerings.
The upgrade options will feature plans like the Bundle plan at $9.99 per month with ads (a $2 increase from the standalone Disney+ Basic with ads) and $19.99 per month without ads (a $6 increase from the standalone Disney+ Premium).
“Disney+ and Hulu are better together! And they’re available for one unbelievable price,” said Joe Early, president of direct-to-consumer for Disney Entertainment.
Disney also unveiled the first-ever marketing campaign for Hulu on Disney+ described as a comprehensive 360-degree initiative. The campaign will include cross-branded social media posts, digital advertisements, customized broadcasts and bicoastal “experiential stuff” which will include on-site activations at the Walt Disney World Resort and Disneyland Resort.
In addition to the marketing campaign, the Disney+ logo has also been updated with a new color scheme called “aurora.” This color scheme perfectly combines Hulu’s signature green hue with Disney+ iconic blue and is inspired by the iconic character from “Sleeping Beauty” and the aurora borealis. Alongside the updated logo, a new orchestral “mnemonic” audio mark has been featured created by the very famous Oscar winner composer Ludwig Göransson.
Disney has not disclosed the exact number of subscribers who are availing its streaming bundles, clarifying that customers who utilize multiproduct offerings in the U.S. are counted as paid subscribers for each service. So, as of December 30, 2023, Disney+ has seen a slight sequential decline from 46.5 million subscribers to 46.1 million in the U.S. and Canada following price adjustments on the ad-free tier. On the contrary, Hulu’s subscriber has increased to 49.7 million from 48.5 million.
After the integration of Hulu’s diverse entertainment offerings including adult-oriented content with Disney+, Disney has been actively urging its subscribers to create individual profiles for each family member by setting kid-friendly ratings to promote a family-friendly environment.