- Disney Plus now has tiles for Hulu, Marvel, Pixar, and National Geographic, with Hulu episodes and movies appearing in search results and recommendations despite ongoing beta testing.
- Disney is merging Hulu with Disney Plus, a streaming service, to create a single product across the company. The move involves integrating login tools, advertising platforms, metadata, and personalization systems.
- Disney has introduced a single content library system for its Disney Plus platform, re-encoding Hulu video files for consistent metadata format, content description, and playback encoding, and incorporating artwork for various uses.
As of today, Hulu is part of Disney Plus. Hulu still has its own app, but it’s now part of Disney’s main streaming service, along with the rest of the company’s content. Even the Disney Plus logo has been modified to reflect Hulu’s signature green colour. Hulu is now a Disney Plus tile, and the technology behind it is changing the way Disney does practically everything.
Disney is integrating Hulu into Disney Plus, transforming the company’s streaming strategy. The company is integrating login tools, advertising platforms, metadata, and personalisation systems to create a single product across the company. This move represents the full Disney Plus-ification of everything, with the tech and strategy built over the past few years permeating all Disney activities.
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How to realise integration
Chris Lawson, Disney’s executive vice president of content operations, estimates that in order to achieve this goal, Disney will have to move more than 100,000 unique pieces of content from Hulu to Disney Plus,” he said, adding, “This is both our own content and content from partners.
Hulu is a 16-year-old app that uses a very different technology base than Disney Plus, which is only four years old. As a result, Disney had to re-encode all of the Hulu video files to run on Disney Plus, which could have been easily done, but instead Disney chose to take advantage of the opportunity to implement a unified content repository system for all of its content. Chris Lawson, the EVP of content operations at the company, said, “After all the work is done, we will have one master media library for the entire company with the same standard metadata formats, content descriptions, and playback encoding, which will be the highest quality the Walt Disney Company can achieve.”
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Disney Plus requires content providers to include 100,000 assets of artwork for various platforms, including the app, email marketing, and Hollywood billboards. This is twice as much as Hulu’s requirement. Disney has adapted Hulu’s art and ensured that all content providers meet Disney Plus standards. The next Marvel movie will have specific content delivery and artwork requirements.
Building metadata converters
Disney is developing a universal metadata translator to address the issue of the varying language used by studios, producers, and platforms in streaming metadata. The translator aims to provide a unified representation of content from various catalogs, ensuring that there is no single source of truth and that all content is ingested in a consistent manner.
