Disney Unveils Star International Streaming Brand

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The Walt Disney Company

In many regions, Star will become a hub for general entertainment content within the Disney+ app.

Disney has already attracted more than 86 million global subscribers to family-friendly streaming service Disney+, but it's still hungry for more.

The company is preparing to launch a new streaming brand that will offer a lineup of general entertainment from brands like ABC, FX and 20th Century Studios to international audiences.

Dubbed Star, the brand will become the home of Disney's broad slate of content internationally. But how people access Star will depend on where they live.

Europe, Canada, Australia, New Zealand and a few other markets, Star will become a new brand hub within the Disney+ app beginning on Feb. 23. Disney+ will get a price hike to account for the infusion of that content. (In Europe, for instance, the service will cost 9 euros.)

In Latin America, Star will become a standalone streaming service known as Star+. Launching in June 2021, the service will feature general entertainment film and television programming and a slate of live sports, including soccer and tennis.

Star will not be available  in the U.S., where Disney already operates general entertainment streamer Hulu.

Disney explored taking Hulu, which has nearly 39 million subscribers, international but decided that it would be better to launch a new service with global brand recognition. Star's name is meant to evoke Hotstar, the subscription streaming service for Indian programming that Disney acquired via its purchase of 21st Century Fox, which owned parent company Star India. Hotstar had more than 18 million subscribers as of October.

Disney CEO Bob Chapek teased the launch of Star in August, promising that the company was looking "to mirror our successful Disney+ strategy by using our Disney+ technical platform, bringing in content we already own and distributing it under a successful international brand that we also already own."

More to come.