Hulu

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Kelly Campbell on AdWeek

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Hulu on Disney+ logo

Hulu is an American subscription video on demand service fully controlled and majority-owned by The Walt Disney Company, with NBCUniversal (owned by Comcast) as an equity stakeholder. Hulu is a key player in the streaming video market, offering a wide range of television series, films, and original content. The service was initially established as a joint venture between NBC Universal, Providence Equity Partners, News Corporation, and later The Walt Disney Company, providing users with a selection of TV shows, clips, and movies available for streaming.

History

Hulu was officially launched in March 2008, after a year of planning and beta testing. The service was created as a response to the growing demand for online video content and the need for traditional media companies to adapt to the changing media landscape. Hulu's unique proposition was its focus on streaming current seasons of popular TV shows from its content partners, as well as offering a back catalog of series and films.

In 2010, Hulu launched a subscription service, initially called Hulu Plus, which offered full seasons of television series and access to its library of movies for a monthly fee, with limited advertisements. This was a significant shift from its original model, which was ad-supported and offered only the last few episodes of current TV seasons.

Over the years, Hulu expanded its content offerings, including the addition of original programming starting in 2011 with the web series The Morning After and later critically acclaimed series such as The Handmaid's Tale. Hulu's move into original content was seen as a way to compete with other streaming services like Netflix and Amazon Prime Video, which were also investing heavily in original series and films.

Business Model

Hulu operates on a dual revenue stream, earning income from both subscription fees and advertising. While the platform offers an ad-supported plan at a lower cost, subscribers can opt for a higher-priced, ad-free experience. Additionally, Hulu has expanded its services with Hulu + Live TV, an over-the-top IPTV service offering live and on-demand television programming from traditional networks.

Content

Hulu's content library includes a wide variety of programming, including television shows from its network partners, movies, documentaries, and Hulu Originals. The service has been recognized for its quality original content and has received numerous awards, including Emmy Awards for The Handmaid's Tale.

Technology

Hulu is accessible on various devices, including smart TVs, game consoles, smartphones, and tablets, providing users with the flexibility to watch content at home or on the go. The platform uses adaptive bitrate streaming technology to offer the best possible viewing experience based on the user's internet speed.

Challenges and Competition

Hulu faces significant competition in the streaming video market from services like Netflix, Amazon Prime Video, Disney+, and HBO Max. The rapidly changing landscape, with new entrants and evolving consumer preferences, poses ongoing challenges. Additionally, the consolidation of media companies and the increasing desire for exclusive content have led to battles over content rights and distribution.

Future Outlook

As part of The Walt Disney Company, Hulu is expected to play a strategic role in Disney's direct-to-consumer strategy, alongside Disney+ and ESPN+. The platform continues to invest in original content and explore international expansion opportunities, aiming to grow its subscriber base and compete globally.

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