Disney has announced that FX is now being classed as its own global brand across Television, Hulu, Star+ and on Disney+ internationally.
FX on Hulu is going to be dropped and will simply be rebranded to FX later this month. With the FX logo now appearing on all of its content, similar to how Marvel or National Geographic are used.
Now all FX content — original to streaming or second window to cable — will be organized in an “FX” section on any Disney streaming platform inside and outside of the U.S.
The change has come into effect this month and will include new original scripted content, in addition to any library titles from FX., which currently contains more than 170 seasons and 1800 episodes of television.
In a statement, FX’s John Landgraf said:
“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. 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.”
In the statement, Rebecca Campbell, chairman of Disney’s direct to consumer and international said:
“With more than a billion hours of FX programming viewed on Hulu since the launch of the FX hub, we’ve further cemented Hulu as the home for stories that impact culture, inspire conversation, and connect with viewers in meaningful ways and we’re excited to see the brand evolve to connect with international audiences on Disney+ and Star+. 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.”
FX is going to continue to double down on creating new original programming, with a target of 30 shows (25 scripted and five unscripted) in 2022. Many of which will be exclusive to Hulu and internationally on Disney+.
Over the past year, many FX shows have debuted on Hulu and Disney+, including “Y: The Last Man”, “The Premise”, “Reservation Dogs”, “American Horror Stories” and more.
Currently, FX doesn’t have its own hub within Disney+, as it does on Hulu, but could we see this happening soon.
What do you think of FX becoming a major brand for Disney’s streaming services?
Roger has been a Disney fan since he was a kid and this interest has grown over the years. He has visited Disney Parks around the globe and has a vast collection of Disney movies and collectibles. He is the owner of What's On Disney Plus & DisKingdom.