October has firmly established itself as a strategic month for the entertainment industry. Halloween has transcended its cultural roots to become a key seasonal event for audiovisual viewing — especially on streaming platforms.
During this period, audiences show a stronger preference for horror content. In Latin America, viewership begins to rise in September and peaks between October and November. In 2024, reach grew by 19% from September to October, while the year-on-year comparison (October 2023 vs. October 2024) shows a 27% increase — with Mexico leading the region, reaching 64% in 2024.
To leverage this opportunity, streaming services rethink their user experience (UX) to boost the visibility and engagement of Halloween-related titles. Fabric conducted an analysis on how major streaming platforms in the USA and the key LATAM markets adapted their UX during Halloween 2025.
These features include thematic collections, prominent banners, seasonal filters, and specific sub-categories — such as “Classic Horror,” “Family-Friendly,” or “Based on Stephen King”. These strategies strengthen emotional connection with audiences and encourage content discovery during the season.
Disney+: Integrating “Huluween” as a Thematic Axis
In Argentina, Brazil and Mexico, following the integration of Hulu into its interface, Disney+ replicates the “Huluween” experience, featuring a special section on its home screen with Hulu’s Halloween titles.
In contrast, in the United States — where Disney+ has not yet integrated with Hulu — the platform added a “Halloween Collection” category on the home screen — only four scrolls from the start. Even though Disney+ maintains global consistency in branding and visual storytelling, visibility levels vary by market. In LATAM, the same section appears further down (between 12 and 22 scrolls), showing lower visual priority outside the USA.
Netflix: “Netflix & Chills” — A Fully Integrated Halloween Experience
Netflix presents the most cohesive design strategy for the Halloween season. Across the four markets analyzed, the platform features the “Netflix & Chills” collection, bringing together sub-categories like “Thirst for Blood,” “Horror without the Gore,” and “Family Fright Night.” This section was first introduced in the platform’s interface in 2024 and has been reintroduced again this year.
Netflix is also the only platform that allows users to filter directly by “Halloween” in the movies section, simplifying the themed browsing experience.
Regarding the horror genre category:
Argentina: “Modern Horror Classics” and “Horror Movies” appear on both the home page and movies section.
Brazil and the USA: “Modern Horror Classics” is available directly on the home page.
Mexico: The category appears on both the home page and movies section.
In terms of visibility, access is easier in Brazil and the USA, where the category appears after only 6 scrolls. In Mexico and Argentina, it requires more navigation (7 and 10 scrolls, respectively).
Prime Video: Limited Regional Halloween Integration
In Argentina, Brazil and Mexico, Prime Video does not feature Halloween-themed sections or filters, maintaining a standard interface. In the USA, however, the platform adds a dedicated Halloween section and filter, accessible from the main menu — reflecting a localized strategy where customization depends on the market.
The “Horror Movies” and “Horror TV” categories remain active across all regions, though their placement on the home page varies. In LATAM, they appear after 3–8 scrolls, while in the USA they are positioned beyond 20.
HBO Max: Visual Consistency and Market-Specific Personalization
HBO Max maintains a cohesive Halloween design across markets, centered on the collection “Face Your Demons”. In all countries, this section includes sub-categories like “Elevated Horror”, “Stephen King”, and “Home, Creepy Home”. However, the platform tailors its UX presentation to each market:
Argentina and Brazil: “Face Your Demons” appears on the home page with the mentioned sub-categories.
Mexico: The collection is placed in the movies section, accessible after four scrolls.
United States: The collection features prominently on the home page with categories such as “Must-Scream Horror,” “A Killer Movie Marathon,” and “Vintage Horrors.”
In the USA, this category appears near the top of the home page, while in Latin America it requires more scrolling (between 4 and 14), though it remains prominent in the movies section.
The Strategy Behind the Design
Beyond personalization, Halloween serves as a testing ground for temporary UX strategies. Platforms experiment with navigation formats, content hierarchy, and engagement models that can later be applied to other seasons — such as Christmas, summer, or major premieres.
The strongest Halloween UX strategies combine high visibility (collections positioned at the top of the home page), dedicated filters, and segmented personalization.
By adapting their interfaces during Halloween, streaming platforms not only respond to a global cultural trend but also leverage a commercial opportunity to enhance visibility, engagement, and audience retention within the streaming ecosystem.
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