It was made official in early November 2023 that the Walt Disney Company would pay up for Comcast’s stake in Hulu for the hefty price tag of $8.6 billion, at least. And before that news, Disney rolled out a brand-new dual bundle of Hulu and Disney+ that paved the road for the upcoming “one-app experience” Iger’s teased. In December, a beta launched, teasing the functionality and corporate synergy to come. Throughout this process, Iger was sure to clarify that Disney+, Hulu, and ESPN+ wouldn’t actually be going away. 

Meanwhile, standalone Disney+ subscribers in the U.S. will be in for a harder sell on Hulu. They’ll see Hulu content promoted in the app — accompanied by new upgrade options in multiple places in Disney+ and across additional devices prompting them to get Hulu. Bundle plans with both services cost $9.99/month with ads ($2 more than Disney+ Basic with ads by itself) and $19.99/month without ads (versus $13.99/month for standalone Disney+ Premium). Disney+ and Hulu each remain available as standalone offerings.

Disney is launching its first marketing campaign for Hulu on Disney+, touted as a 360-degree initiative that includes out-of-home placements, custom broadcast and digital ads, cross-branded social media posts and bicoastal “experiential stunts,” including on-site activations at the Disneyland Resort and Walt Disney World Resort. (Watch the first Hulu on Disney+ spot below.)

The overarching message: “Disney+ and Hulu are better together! And they’re available for one unbelievable price,” said Joe Earley, president of direct-to-consumer for Disney Entertainment.

Press Release: https://press.disneyplus.com/hulu-on-disney-plus-launches-today-in-the-us-for-bundle-subscribers