Disney Hulu XP

One of the largest premium cross-platform streaming ad products in the U.S., backed by Disney's portfolio of top-tier content brands and Hulu's ad-supported subscriber base.

Disney Hulu XP (Cross-Platform) is an advertising product launched by The Walt Disney Company in January 2020 that consolidates Hulu's streaming inventory with Disney's broader digital video portfolio—including ABC, ESPN, FX, and National Geographic streaming properties—into a single unified buying experience. Advertisers can negotiate one deal to reach target audiences across all these properties, with Disney guaranteeing audience delivery and billing only on completed video views. The product was designed to simplify the fragmented streaming ad-buying process and give brands a scaled, premium video solution without managing multiple insertion orders. Disney Hulu XP integrates with InnovidXP (formerly Innovid's measurement suite) to provide cross-platform measurement and attribution, enabling advertisers to understand reach, frequency, and outcomes across the combined inventory. This measurement integration was a key differentiator, addressing a major pain point for advertisers trying to deduplicate audiences across streaming platforms. The program supports both upfront and scatter market buying, and has been positioned as a premium alternative to fragmented programmatic buys. In the broader AdTech ecosystem, Disney Hulu XP represents Disney's strategic effort to compete with other scaled streaming ad platforms like NBCUniversal's One Platform and Paramount's EyeQ. By leveraging its ownership of Hulu (majority stake acquired in 2019) and its vast portfolio of premium content brands, Disney positioned this offering as one of the largest and most brand-safe cross-platform video ad products in the U.S. market, appealing primarily to large national advertisers and agency holding companies.