Disney is officially replacing the Star brand internationally with Hulu as its new general entertainment tile within the Disney+ streaming platform. This change takes effect on October 8 and marks a clear shift in Disney’s global streaming strategy.
In the United States, Hulu is getting more visibility inside the Disney+ app. A new top navigation bar will now feature a “For You” tab, along with individual tabs for Disney+, Hulu, and ESPN, depending on the user’s subscription bundle. The “For You” section will serve as the new default landing page and is powered by an updated recommendation algorithm that personalizes content suggestions based on viewing history.
Internationally, Hulu will take the place of Star, which had served as the brand for general entertainment since 2021. The Star tile helped Disney+ initially scale in markets like India, primarily by bundling exclusive rights to the Indian Premier League cricket. But with the loss of that sports content and a broader effort to consolidate brands globally, Hulu is now taking over that position.
Disney is also rolling out a redesigned homepage experience. The visual layout will include a new “hero” carousel with autoplaying video previews and more dynamic brand rows that spotlight the latest titles from each brand. Poster-style artwork will become more prominent across the platform.
Other user interface updates include a “Live” hub for instant access to live news, sports, and branded streams. New badges such as “Season Finale,” “New Series,” and “New Movie” are being introduced to help users quickly identify what’s fresh and trending.
Disney is also expanding its personalized viewing features. Each user profile will now offer more tailored recommendations and visual cues to support easier discovery. The company says mobile-first and mobile-exclusive experiences are also coming to the Disney+ app in the months ahead, pointing to possible vertical video or other short-form formats optimized for smartphones.
These design and branding updates are part of a broader push toward a unified app experience that Disney plans to roll out next year. That unified app will more fully integrate Hulu and ESPN within Disney+, reflecting Disney’s long-term strategy to streamline its streaming offerings.
This update also comes just ahead of a planned price increase. Starting October 21, Disney+ with ads will increase by $2 to $11.99 per month. The ad-free Disney+ Premium tier will rise by $3 to $18.99 per month. Bundle pricing, including packages with Hulu and ESPN, will go up accordingly.
While this redesign is about improving discovery and navigation, it’s also aimed at justifying higher subscription costs and setting the stage for tighter integration across Disney’s streaming brands. But as always, changes to the homepage can impact engagement, and how users respond will be something to watch closely.
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