Hulu’s Quest for New Content
Dana Walden, the impending President of The Walt Disney Company, is a bona fide hitmaker.
The executive’s resume sparkles with decades of wildly successful programs.
Photo: The Walt Disney Company
Since Walden joined Disney in 2019, she has been in charge of populating its streaming services.
Recently, Walden has adjusted her approach a bit to appeal to potential viewers. Let’s discuss Hulu’s quest for new content.
The Philosophical Change
I suspect that Dana Walden would argue that she hasn’t experienced a philosophical change.
She’d probably describe the recent programming decisions as augmenting what Hulu already streamed.
EXECUTIVE PORTRAIT – Dana Walden, Co-Chairman, Disney Entertainment, The Walt Disney Company. (Disney/Maarten de Boer)
Still, I cannot help but notice the impact that some programs have had on later content.
For example, Shogun debuted as a limited series on Hulu, a one-and-done program.
Photo: Variety
Approximately 750 Emmys later, we’re getting a second season of Shogun.
What Walden learned from Shogun is that subscribers love limited series.
Photo: Disney+
The idea of catching up on Grey’s Anatomy at this point is laughable on its face.
Anecdotally, I watched about five seasons of NCIS. To watch the rest, I’d need a six-week vacation.
Similarly, people who just did a Stranger Things speedrun dedicated a full week to the show.
Longer series come with time commitments that limited series don’t.
So, fans have an easier time tearing through a show they know has a specific start and conclusion.
I’m not saying that’s the only reason for Hulu’s biggest 2026 hit, but it definitely helps.
The show I’m referencing is a – wait for it! – limited series. Yes, it’s Love Story.
And I know what you’re thinking, so I’ll head you off at the pass. To some, this is season five.
Click the Link, and You’ll Love Dana Walden
Photo: IndieWire
Producers Ryan Murphy and Brad Falchuk created the American Story franchise in 2016.
This idea grew as an offshoot of their more successful franchise, American Horror Story.
Photo: Hollywood Reporter
The first American Story series focused on the OJ Simpson trial, and the duo produced three others.
However, all of them focused on seedier content, such as Aaron Hernandez’s life.
Photo: FX
With Love Story, Hulu has recreated the 1990s-era New York to tell the tragic tale of JFK Jr.’s doomed love affair.
The late John F. Kennedy Jr. and his wife, Carolyn Bessette, died in a plane crash in 1999.
Photo: FX
So, this content is much more straightforward and, for lack of a better word, tasteful than their other shows.
Walden doesn’t appear capable of saying no to Murphy whenever he has an idea.
Photo: FX
That’s completely understandable once you read this 2019 article about their relationship. Seriously, read it.
Ryan Murphy is one of the most storied producers of our era. To hear him tell it, Walden’s the reason why it happened.
(CHAIRMAN, DISNEY TELEVISION STUDIOS AND ABC ENTERTAINMENT)
She gave the artist his big break, and they’re so close that she’s the godmother to his kids.
So, all of Murphy and Falchuk’s ideas go to Walden first, generally with remarkable success.
(ABC/Frank Micelotta),
What she wants right now are programs with the potential to become persistent draws.
However, consumers have grown more jaded, which forced Murphy to change tactics.
Love Story Is a Blockbuster
Photo: FX
Love Story is decidedly different than most of his recent content, although not unprecedented.
By this point, people have forgotten that Glee began as a love story between a jock and a member of Glee Club.
Photo: FX
Love Story returns Murphy to his roots and provides Hulu with precisely the kind of content Walden craves.
As proof, Variety reports that the show has already gained 25 million viewer hours.
Deadline
This is technically a Nielsen Streaming Ratings article, so let’s adjust the math.
That’s the same as 1.5 billion viewer minutes, which makes it a huge hit.
In fact, according to Disney, this is “a record streaming number for an FX limited series.”
Of course, the key difference with Love Story versus Shogun is that it won’t get a season two.
Photo: IMDB
Since this is based on real-life events, there’s an unfortunate, unavoidable ending.
However, Walden has another ace in her sleeve, as Hulu’s churning out reality show seasons.
Photo: IMDB
The Secret Lives of Mormon Wives, which debuted in September 2024, is already up to season four.
The new episodes begin on March 12th, which is a comically accelerated pace.
Disney’s newfound commitment to trashy reality television is absolutely paying dividends.
The show’s not just a hit but a cheap one to produce at that. And it’s doing so well that cast members are now producers.
Photo: Matt Winkelmeyer/Getty Images
Dana Walden really is expanding Disney’s playbook based on what she’s noticing on other streamers.
When Comcast spun off Versant, it specifically kept Bravo TV due to its Bravolebrities.
(Photo by Phil Faraone/GA/The Hollywood Reporter via Getty Images)
Now, Disney is creating its own with The Secret Lives of Mormon Wives. One of them even got a film role.
These Hulu shows are doing so well that the streamer apparently found the money for The Orville. I think we’re getting season four after all!
This Week’s Streaming Hits
Wall Street Journal
Okay, now we’ll cover the Nielsen Streaming Ratings for the week of February 2nd-8th, 2026.
As a reminder, Disney suffered one of its worst performances ever last week in terms of total entries.
Photo: Bluey.tv
So, Disney+ and Hulu need a comeback this week, although we know Love Story counts next time.
Here are Disney’s entrants on this week’s streaming charts:
- Bluey – 871 million viewer minutes
- Law & Order – 790 million viewer minutes
- Grey’s Anatomy – 688 million viewer minutes
- Alone – 659 million viewer minutes
- Bob’s Burgers – 549 million viewer minutes
- Family Guy – 538 million viewer minutes
- Night at the Museum – 244 million viewer minutes
Photo: Bluey
Well, that’s a little better than last time, but it’s still pretty much low tide for Disney.
Since the Disney+ app added more content, viewers watch more different programs rather than a select few.
Photo: Disney+
The byproduct of this behavior is that Disney’s most reliable hits don’t perform quite as well.
Even Bluey has trended downward at times over the past six months.
But we do have a bright spot this week. Alone made the charts, which is a first for that show.
Also, the appearance of Night at the Museum is excellent news for Disney.
The studio is currently working on a franchise reboot and appreciates the newfound awareness.
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Feature: Hulu
