Disney Dropping ‘FX on Hulu’ Branding

Disney Dec. 6 announced it would drop the “FX on Hulu” marketing tag launched two years ago to elevate the streamer’s content mojo. Now Disney will simply employ the FX moniker — acquired in the studio’s 20th Century Fox asset purchase — on related content across its streaming platforms, except Disney+.

Hulu subscribers have reportedly streamed more than 1 billion combined hours of FX’s edgier content since 2020. FX catalog shows include “American Horror Story,” “Archer,” “Atlanta,” “It’s Always Sunny in Philadelphia,” “What We Do in the Shadows,” “Sons of Anarchy,” “Justified,” “Fosse/Verdon” and “Fargo,” “You Are the Worst”and “The Shield,” among others.

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“FX’s award-winning adult programming is vital to our services both domestically and internationally, and we want to shine a brighter light on the brand,” Rebecca Campbell, chairman of international and direct-to-consumer, said in a statement.

John Landgraf, chairman of FX, said the switch aims to underscore the brand’s status and significance as a standalone brand.

“We are confident that the FX brand, wherever the consumer finds it, will continue to deliver the highest-quality programs any service has to offer,” he said.