To launch Hulu on Disney+ in the U.S., our main challenge was to communicate value and convenience of bringing together the extensive Disney+ and Hulu libraries – including beloved characters, award-winning films and series, and 100 years’ worth of inspiring stories – all in one place in the Disney+ app. The strategy targeted Disney Bundle subscribers and non-subscribers combining an emotional and educational approach. The “Better Together” concept was brought to life through emotional films and an industry event that combined talent from both services. The UX/UI was also used to educate subscribers. Hulu on Disney+ launch in March 2024 achieved growth in engagement for both services, brand preference and upgrades to a Bundle plan.