Some decisions by top executives at major companies defy all logic, as if rationality took a backseat to ego.
This week, news broke that Disney is pulling the plug on Hulu, its popular streaming platform, with plans to fold its entire content library into Disney+.
According to Disney CEO Bob Iger, the move is aimed at cutting operational costs and eliminating the issue of "technological duplication." In other words, the media giant no longer wants to juggle two similar products distinguished only by their content libraries.
For years, this duality defined Disney’s streaming strategy. The company neatly separated its family-friendly content, housed on Disney+, from its premium, critically acclaimed series like *The Bear* and *Shōgun*, which found a home on Hulu. So, Iger’s sudden talk of “economic efficiency” feels oddly timed, if not outright hollow.
His claim that Disney wants to avoid spending $7 billion on streaming programming — unlike ESPN, which bleeds money but somehow escapes the chopping block — raises eyebrows. Hulu, after all, isn’t just profitable; it’s an Emmy-winning powerhouse. Even cautious journalists have dared to hint that this isn’t about money at all. The real issue? Disney’s leadership can’t stomach the fact that their “secondary” streaming service has been outshining Disney+.
Hulu’s success has been a thorn in Disney’s side, a reminder that their flagship platform, despite its Marvel and Star Wars juggernauts, isn’t the only star in the room. The decision to kill Hulu reeks of corporate jealousy, a move to ensure no one dares overshadow Bob Iger’s grand vision for Disney+.
By consolidating everything under one brand, Disney is betting on streamlining its empire — but at what cost? Fans of Hulu’s distinct identity and its bold, adult-oriented content may find themselves lost in the family-friendly sea of Disney+. And while Iger frames this as a savvy business move, it’s hard to shake the feeling that pride, not pragmatism, is calling the shots.
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Disney’s gamble might save a few bucks in the short term, but alienating Hulu’s loyal audience and diluting its unique brand could backfire. In a streaming landscape where differentiation is everything, blending Hulu’s edge with Disney+’s wholesome sheen feels like a recipe for losing what made both platforms special. Did Disney say its prayers before making this call? Because it’s going to need a miracle to convince fans this wasn’t a colossal mistake.
