Disney Ceases Subscriber Reporting and Rebrands Star to Hulu
Disney stops reporting subscriber numbers and rebrands Star to Hulu.
Key Points
- • Disney will no longer report subscriber numbers for Disney+ and Hulu.
- • Star will be phased out, with Hulu replacing it globally within Disney+.
- • Disney's Q3 2025 revenue increased by 2% to $23.7 billion, but profit dropped 15%.
- • Plans are underway to launch a new ESPN streaming service with major sports partnerships.
In a significant shift in strategy, Disney announced that it will stop reporting subscriber numbers for its streaming services, following a similar move by Netflix. This decision, effective immediately, suggests that Disney believes subscriber counts are increasingly irrelevant for measuring performance, although the company will continue to provide profitability metrics for its platforms. Disney CEO Bob Iger emphasized this change aligns with a broader reinterpretation of success in streaming businesses.
Additionally, Disney plans to phase out the Star brand within its Disney+ platform, integrating Hulu globally to streamline user experience and achieve better brand consistency. The rebranding aims to enhance the overall offering for subscribers in various markets, making Hulu a more prominent presence in international territory.
In its recent Q3 2025 earnings report, Disney revealed a light revenue growth of 2%, reaching $23.7 billion, primarily driven by its resort and direct-to-consumer segments. However, the entertainment division reported a concerning 15% decline in profit to $1 billion, underscoring the financial pressures the business currently faces. Notably, Disney reported that its direct-to-consumer segment, including Disney+ and Hulu, saw a revenue increase of $346 million, with subscribers now totaling 128 million and projections for growth to 138 million by fiscal year's end, bolstered by a new partnership with Charter Communications.
In related developments, Disney is set to launch a new ESPN streaming service alongside significant content deals with the NFL and WWE, reinforcing its commitment to enhancing its sports broadcasting footprint. Iger stated that these agreements will help reshape Disney’s presence in the live sports arena, boosting its competitive edge in content creation and distribution.