Hulu

One of the top two premium CTV advertising platforms in the United States, now fully owned by Disney and integrated into its cross-portfolio ad sales operation

Hulu, now fully integrated into The Walt Disney Company following Disney's completion of its buyout of Comcast's 33% stake for approximately $9 billion in June 2025, is one of the most significant streaming platforms in the United States. Offering a broad library of on-demand TV shows, movies, and original content alongside a robust live TV package, Hulu serves tens of millions of subscribers across ad-supported and ad-free subscription tiers. Its ad-supported tier — Hulu with Ads — represents one of the largest and most premium connected TV (CTV) advertising environments in the country, attracting major brand advertisers seeking engaged, high-quality streaming audiences. In the AdTech ecosystem, Hulu holds an outsized position as a premium CTV inventory owner and a pioneer in streaming advertising innovation. The platform has long offered advanced advertising capabilities including pause ads, binge ads, gateway ads, and addressable targeting, enabling advertisers to reach audiences with precision and contextual relevance. Hulu's integration into Disney's broader advertising stack — including Disney Advertising and the Disney Real-Time Ad Exchange (DRAX) — gives buyers access to unified audience data and cross-portfolio reach spanning ESPN, ABC, Disney+, and National Geographic. Looking ahead, Disney has announced plans to unify the Hulu and Disney+ apps into a single combined experience expected to launch in late 2026, further consolidating Disney's streaming footprint and advertising inventory under one platform. This convergence positions Disney as one of the most powerful forces in CTV advertising, with Hulu's brand and content library serving as a critical pillar of that strategy. Hulu continues to operate as a distinct consumer brand and advertising product even as its backend infrastructure and go-to-market approach become increasingly unified with Disney's broader streaming and ad sales organization.