Disney Drops ‘FX On Hulu’ Branding

Disney is officially getting rid of the “FX on Hulu” moniker. Starting this month, the name will be phased out. Instead, all FX programming will be organized in an “FX” hub on the streamer. The FX logo will also appear over the titles of the network’s shows.

“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 within our excellent and rapidly growing portfolio of general entertainment programming for adult audiences,” Rebecca Campbell, Disney’s chairman, international and direct-to-consumer, said in a statement to Variety.

In a statement of his own, FX CEO John Landgraf added: “We realized a decade ago that FX would soon no longer be primarily a location, but a rather branded mark of quality that would travel across multiple distribution platforms. For 20 years, we have worked tirelessly to make the FX mark synonymous to the consumer with original programming that is distinctive and excellent as well as entertaining.”

“This change furthers the natural evolution of FX and we are grateful to the company and our partners at DMED for their belief and investment in FX branded programming,” Landgraf continued. “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.”

The “FX on Hulu” hub was first introduced in March 2020 to highlight Hulu as the streaming home of both FX content and Hulu-exclusive FX originals like Mrs. America and American Crime Stories. But as Disney expands worldwide (where Hulu is not available), “FX” allows the House of Mouse to maintain brand consistency as FX shows stream on Star+ in Latin America and Disney+ in other international territories.