Disney is restructuring its streaming operations to consolidate Hulu into Disney+, aiming to close the gap with market leader Netflix. CEO Josh D'Amaro has elevated streaming to a top priority, appointing Adam Smith as co-president of the direct-to-consumer business and head of product and technology. Smith, who joined from YouTube in September 2024, recently unveiled the company’s internal product and tech organizational structure to clarify strategic direction. The new hierarchy centers on Smith’s eight direct reports, led by Andre Rohe, executive vice president of product engineering. Rohe oversees a distributed engineering and analytics team focused on scaling streaming infrastructure, data capabilities, and international expansion. Under this reorganization, Disney is pursuing a unified super app experience that merges Hulu’s content library with Disney+ while streamlining advertising and commerce operations. A key technological initiative is the development of AI-driven advertising tools, which leadership recently highlighted as a major area of operational traction. Rohe has also established internal guidelines to ensure AI integration remains productivity-focused rather than purely experimental. Beyond software, the restructuring supports Disney’s broader engagement strategy, which includes expanding short-form video content across all platforms. The leadership overhaul coincides with strong market performance. According to Nielsen, Disney’s combined streamers captured their highest monthly United States viewership share in nearly three years in March 2026, marking the strongest quarterly showing against Netflix in over a year. Financially, the direct-to-consumer segment generated 582 million dollars in profits last quarter. Despite ongoing subscription price adjustments, Disney+ and Hulu maintained an industry-leading retention rate, with churn falling below four percent in May. The platform currently serves approximately 196 million global subscriptions. By consolidating engineering, product management, and advertising teams under a unified tech leadership, Disney aims to accelerate feature deployment, optimize infrastructure costs, and sustain viewer engagement as the streaming industry shifts toward integrated, ad-supported platforms.