It is over for Hubbl | Dirt Report

Hubbl’s original proposition

Hubbl launched in March 2024 as Foxtel’s attempt to create a one-stop streaming experience. The $99 puck brought services such as Netflix, Disney+, Kayo and Binge into a single menu, with the promise of one remote, one bill and one experience.

Foxtel also released Hubbl Glass televisions using the same broader platform concept. The approach was similar to technology used by Sky in the United Kingdom, where a single interface brings together multiple content services.

A crowded market from the start

The challenge was that many televisions already included built-in access to Netflix, YouTube and other popular services. Consumers could also use products such as Apple TV, Amazon Fire TV devices and Chromecast to access streaming platforms without buying Hubbl.

The device therefore entered a market where much of the basic functionality was already available through televisions, existing streaming boxes and cheaper alternatives. The transcript describes Hubbl as lacking a feature that would give customers a strong reason to change platforms or purchase another device.

Launch spending and early problems

Foxtel promoted Hubbl heavily, including a major Sydney launch event and advertising featuring Hamish and Andy. Reports cited in the video suggested that around $70 million was spent on marketing, while total development and rollout costs were estimated at between $100 million and $200 million.

The platform also faced operational problems. The video refers to outages that led to $25 apology credits, as well as bugs, missing applications and features that had not arrived. Hubbl’s managing director left for a United States start-up within six months of launch, adding to the difficulties around the product.

Weak sales and maintenance mode

Foxtel chief executive Patrick Delany reportedly acknowledged that Hubbl had sold more than tens of thousands of units, with the figure likely just over 100,000. That was a limited result in a country of 26 million people, particularly given the scale of the investment and promotion.

In September 2025, Foxtel reportedly moved Hubbl into maintenance mode. That means existing customers will receive support for now, but the product is not expected to receive significant new features or continued marketing. Delany also reportedly did not guarantee that Hubbl would still exist a year later.

The timing followed DAZN’s reported acquisition of Foxtel for $3.4 billion. According to the video, the new owner was not interested in continuing to pay ongoing fees for Sky’s technology or in maintaining Foxtel’s ambitions as a hardware company.

What happens next?

Hubbl may continue in some form as a software platform, including through bundled offers or a portal for accessing content. However, the original ambition of placing a Foxtel streaming puck in living rooms across Australia appears to have ended.

Foxtel is expected to concentrate on areas more closely connected to its established business, including content, Kayo, Binge and acquiring streaming rights. The Hubbl experience illustrates the difficulty of introducing another aggregator when consumers already have several familiar and inexpensive ways to access streaming services.