Hulu Goes Global: Disney+ Announces Massive International Rebrand and Unified App Overhaul
Disney has announced a significant strategic shift for its global streaming platform, Disney+, by officially integrating Hulu as its worldwide General Entertainment brand starting 8 October. This move will see Hulu replace the existing “Star” branding in international markets, setting the stage for a fully unified app experience slated for launch next year.
The rebrand is accompanied by a major, iterative slate of product and design updates rolling out over the coming weeks and months, aimed at creating a more dynamic and intuitive user experience (UX) across the Disney+ platform.
Enhanced Navigation and User Experience
A core focus of the update is streamlining navigation and improving content discovery. The platform will introduce several key design elements:
- New Navigation Bar: A navigation bar will be added to the top of the homepage for simplified access.
- The “For You” Tab: This will be the new default landing screen for subscribers, serving as the central hub for recommended viewing. This personalisation engine is powered by an advanced algorithm designed to learn and improve based on individual user preferences over time.
- Dedicated Brand Tabs: Depending on a user’s subscription tier, new tabs for Disney+, Hulu, and ESPN will be available, making it easier to explore each service’s catalogue individually.
- Live Hub: A dedicated ‘Live’ section in the main vertical navigation will offer immediate access to the latest live news, sports, events, and 24/7 streaming channels.
- Timeliness Badges: New badging tags, such as “Season Finale,” “New Series,” and “New Movie,” will be added to highlight timely and relevant content.
Increased Personalisation and Discovery
To ensure users quickly find and enjoy content, Disney+ is rolling out a sophisticated personalisation engine. This engine will drive recommendations across all touchpoints on the platform, with the “For You” tab as its primary showcase.
Additionally, user profiles are being made more prominent across the UI to ensure viewers are accessing content tailored to their specific viewing habits, which is crucial for households with multiple users.
A Modern, Dynamic Homepage
The new design also promises a visual refresh, bringing the platform’s characters and stories front and centre with a more modern aesthetic. Key visual improvements include:
- New Video Display: The Hero carousel will feature an updated video display.
- Dynamic Brand Row: An enhanced brand row will dynamically showcase the latest titles from each of Disney’s core brands.
- Cinematic Artwork: Content sets will be updated to feature more cinematic, poster-style artwork, enhancing the visual appeal of the library.
Global Brand Unification and Mobile Enhancements
The drive toward a simplified and unified global service extends to Asian markets. In line with the global switch from Star to Hulu, Disney+ Hotstar in several Southeast Asian countries, including Malaysia, Thailand, Indonesia, and the Philippines, will also transition to the simplified Disney+ name starting 9 October. This move reinforces the consistent global streaming identity and ensures subscribers in these markets gain access to the expanded content catalogue under the new Hulu tile.
While several of these design updates will apply across living room screens, the company confirmed that significant thought is being dedicated to the mobile experience.
iOS users will soon see the launch of widgets, providing an additional “front door” for one-click access directly into Disney+ programming. The company also teased plans for mobile-first and mobile-exclusive experiences to further engage new audiences in the year ahead, all leading up to the full unified app launch.
