Speculation has been mounting inside the media giant that Disney+ could gobble up the Hulu brand altogether.

After acquiring full control of Hulu from Comcast in June, Disney plans to fully integrate the streaming service into Disney+, with a plans to launch a unified Disney+ and Hulu streaming app experience that will be available to consumers next year.

The Walt Disney Co. will stop reporting quarterly subscriber numbers and ARPU for its streaming platforms Disney+, Hulu and ESPN+, as it seeks to put more focus on the profitability of its streaming efforts. The company revealed the change in executive commentary from Disney CEO Bob Iger and CFO Hugh Johnston Wednesday morning.