Hulu’s rise above Disney+ this year wasn’t the result of a breakout hit or price cut. (Read the announcement of our most recent Top 10 list.) It came from a bold distribution strategy. Disney’s agreement with Charter Communications to distribute Hulu to Charter Select subscribers instantly added about 10 million new subscribers, showing that broadband partnerships can be just as powerful as new content in expanding a streaming service’s reach.
This is part of a bigger trend. As traditional pay TV continues to shrink, broadband providers are stepping in as the new content aggregators. They’re bundling streaming apps with internet service, giving customers an easier way to access their favorite platforms while keeping them within their ecosystem.
Disney is also taking a different but equally strategic approach by combining Hulu, Disney+, and ESPN+ into one app. This move simplifies the customer experience and opens new doors for advertising and cross-promotion. With all three brands under one roof, Disney can target audiences across entertainment and sports, creating more effective and measurable ad campaigns.
As I mentioned in our Streaming Video Tracker session, it’s all about controlling the gateway to the viewer. Whether that gateway is a TV operating system, a broadband connection, or an all-in-one app, whoever owns that access point owns the consumer relationship.
Streaming is entering a new phase where scale and strategy matter as much as shows and movies. The platforms that can blend content, technology, and advertising most effectively will define the next chapter of the streaming economy.
Parks Associates provides quarterly insights into streaming performance, platform strategy, and consumer trends through its Streaming Video Tracker. Contact us for more information or media inquiries.
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