BURBANK: Disney is ditching Star. From 8 October, Hulu—until now available only in America and Japan—will become the entertainment brand for adult content on Disney+ in international markets. The move sets the stage for a full merger of Disney’s streaming apps next year, as the media giant tries to simplify its cluttered digital offering.
The rebrand comes with a sweeping redesign of Disney+. Subscribers will encounter a new “For You” landing page, powered by algorithms that promise to learn viewing habits over time. A navigation bar across the top splits content by service—Disney+, Hulu and ESPN—whilst a “Live” hub corrals news, sports and round-the-clock streams into one place. New badges will flag season finales, fresh series and recently added films.
Behind the scenes, Disney has rebuilt its recommendation engine from scratch. The new system will surface personalised suggestions across the platform, with user profiles made more prominent to keep viewing habits separate. The homepage gets a visual refresh too: a video carousel replaces static images, brand rows showcase the latest releases with cinematic artwork, and the overall design aims for something sleeker and more modern.
Mobile users will see widgets arrive on iOS devices, offering one-tap access to shows and films. Disney promises “mobile-first” features in the coming months, though it has kept details vague. The company describes these changes as merely the opening salvo, with more updates planned before the unified app launches next year.
The timing is no accident. Disney has been haemorrhaging money on streaming—its direct-to-consumer division lost $512m in the most recent quarter—and needs to cut costs whilst growing subscribers. Consolidating brands and improving discovery could help keep viewers hooked, reducing the churn that has plagued the industry. Whether audiences embrace the changes or simply long for the days when finding something to watch wasn’t quite so algorithmic remains to be seen.
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