hulu company logo [1]

Founded: March 2007 by Beth Comstock & Jason Kilar

Jason Kilar

Jason Kilar [3]

Beth Comstock

Beth Comstock [2]

CEO: Mike Hopkins


Mike Hopkins [19]

SVP, Head of Distribution: Tim Connolly


Tim Connolly [19]

SVP, Head of Content: Craig Erwich


Craig Erwich [19]

SVP, General Counsel: Chadwick Ho


Chadwick Ho [19]


Hulu is an OTT (over the top) streaming service launched in 2008 to provide users with “hundreds of thousands of hours of the best of the best television programming and movies to subscribers with limited commercials” [4]. Hulu offers its services in both the United States and Japan on two pay scales: “with limited commercials for $7.99 per month or with no commercials for $11.99 per month” [4]. New users can also try Hulu for a 30-day free trial.

Compared to other OTT streaming services like Netflix and HBO Go, Hulu has the benefit of being owned by three of the largest programming distributors: NBCUniversalFox, and Disney-ABC. In total, Hulu has over 500 content partners [4], providing them a great advantage in programming over their competitors. On the advertising side, Hulu has partnerships with over 2,000 brand and companies, helping it gain recognition as one of “the top ad-supported online video sites” [4]. Hulu boasts a subscriber base of 9 Million users whose viewership trends are tracked by ComScore, Nielson, and Quantcast.


Hulu was first announced during the Super Bowl XLII broadcast via an Alec Baldwin-starring commercial. Initially, the platform was available for free via an ad-supported system and at a premium level called “Hulu Plus” without ads. Archived content from its three powerhouse distributors (NBC/Fox/Disney) could be viewed in on an unlimited basis on both platforms. In 2011; however, Hulu announced that content would be available on the service the day after premiering once users authenticated their service-providers [5]. Later that year, the company struck a deal with the CW Network to also premiere their content next-day [6]. Two years later, Hulu signed on with BBC Worldwide North America to “bring as many as 2,000 episodes from 144 different BBC titles to a wider American audience” [7].

In Early 2015, AT&T struck a deal with Hulu to allow for streaming on “the telecom company’s websites and mobile apps” [11]. In June of 2015, Showtime became “the first premium service to be offered by Hulu” [8], in a monumental deal that allowed the company to effectively compete HBO Go by offering the addition of Showtime‘s premium content at only an additional $8.99/month as compared to HBO Go‘s $11.99/month charge [8]. This deal also showcased the Hulu platform’s ability to support premium add-ons, highlighting them as a powerful distribution tool for premium content providers. In

Original Programming

In 2011, Hulu partnered with documentary film-maker, Morgan Spurlock, on a 6-episode series titled, “A Day In The Life” [9]. The show was available to both free and premium subscribers and chronicled Spurlock as he followed a famous individual around for a day. In 2013, the company ramped up it’s original content by premiering “three original series and seven exclusive shows” [10]. As of April, 2016, the platform boasts 23 original titles, ranging from shows like The Awesomes to Deadbeat. 

Exclusive Rights Deals

Currently, Hulu is focussed on acquiring rights to exclusive content and original series in order to lure potential users. This January, the company gained exclusive rights to stream “Lifetime’s critically acclaimed drama series from A+E Studios, UnREAL” [11] This move, which gambled on the success of a critically acclaimed show after it’s first season, highlights the mindset of much of the company’s moves thus far in 2016. In addition to UnReal, Hulu also picked up the rights to Chance, “a provocative psychological thriller that focuses on a forensic neuropsychiatrist who reluctantly gets sucked into a violent and dangerous world of mistaken identity, police corruption and mental illness” [12].

On January 27, Hulu announced a “landmark output deal” with IFC Films that makes “Hulu the exclusive streaming home for all future documentary releases from IFC Films, which will include all documentaries from the brands IFC Films, Sundance Selects and IFC Midnight” [15]. In a first-of-its-kind deal, all IFC films will now go directly from theaters to the Hulu platform in the first “one-window” agreement of its kind [15].

Curious George [17]

Curious George [17]

In March, Hulu and Universal announced a deal that gives the platform exclusive rights to the Curious George series for past and future releases within the window of a three-year deal [16]. In total, Hulu users “gain access to all nine seasons – over 100 episodes – of CURIOUS GEORGE® TV series”. Additionally, Hulu will be the home to all Curious George feature-length films and the destination of “direct-to-TV specials” [16].

Content Creator

Aside from picking up the rights to existing content, Hulu sees itself as a platform for content creators to flex their muscles. Speaking at the Code/Media conference, CEO Mike Hopkins said, “What we’re trying to do is give creators the resources they need … and go for it” [14]. While the company is “lacking a defining show like “Orange Is the New Black” or “Transparent,” [14] Hulu is confident in its ability to win bidding wars for broadcast smash-hits, something apparent in the company’s success at beating out Netflix and HBO Go for the rights to Fox‘s Empire.

Virtual Reality

On March 24, Hulu announced the launch of it’s virtual reality application. Available on Samsung’s Gear VR platform, Hulu says that it will be bringing all current content to the app and will be “augmenting the experience with some of the very best 360-degree video content available” [18]. Additionally, the company states that users will be able to “watch the entire Hulu 2D library in immersive 360-degree environments” [18].


With the competitive world of OTT streaming as fiery a battle as ever, Hulu sees to distance itself from the competition by providing its users with innovative, exclusive content. To reel in new customers, the company hopes to be the first to strike gold in new ventures such as virtual reality and will continue to hope that its licensing deals continue to drive revenues.



[2] Dan, Avi. “GE’s CMO Beth Comstock Inspires Innovation Through Instigating.” Forbes. Forbes Magazine, 19 Apr. 2012. Web. 25 Apr. 2016. <>.

[3] Jason Kilar, Chief Executive Officer of Hulu LLC, Speaks during A…” Getty Images. N.p., n.d. Web. 25 Apr. 2016. <>.

[4] About Hulu.” Watch TV and Movies on Xbox, PS3, Apple TV, and More. N.p., n.d. Web. 25 Apr. 2016. <>.

[5] Stelter, Brian. “Fox to Limit Next-Day Streaming on Hulu to Paying Cable Customers.” The New York Times. The New York Times, 26 July 2011. Web. 25 Apr. 2016. <>.

[6] Wasserman, Todd. “Hulu to Get Current Season of Gossip Girl and Other CW Content.” Mashable. N.p., 28 Oct. 2011. Web. 25 Apr. 2016. <>.

[7] Hulu BBC Deal: A Positive Step After Some Cloudy Times » CEOWORLD Magazine.” CEOWORLD Magazine. N.p., 18 Sept. 2013. Web. 25 Apr. 2016. <>.

[8] Perez, Sarah. “Showtime Becomes The First Premium Service To Be Offered By Hulu.” TechCrunch. N.p., 23 June 2015. Web. 25 Apr. 2016. <>.

[9] Emami, Gazelle. “Morgan Spurlock ‘A Day In The Life’: Original Series Premieres On Hulu (VIDEO).” The Huffington Post., n.d. Web. 25 Apr. 2016. <>.

[10] Gates, Sara. “Hulu Expands Original Content, Announces Three Series And Seven Exclusive Shows (VIDEO).” The Huffington Post., n.d. Web. 25 Apr. 2016. <>.

[11] Smiley, Minda. “AT&T Strikes Deal with Hulu to Offer Subscription Service to Its Customers.” The Drum. N.p., 25 Apr. 2016. Web. 25 Apr. 2016. <>.

[12] News.” TV Shows and Movies. Ed. Press Admin. N.p., n.d. Web. 25 Apr. 2016. <>.

[13] News.” Watch TV and Movies on Xbox, PS3, Apple TV, and More. N.p., n.d. Web. 25 Apr. 2016. <>.

[14] CHMIELEWSKI, Dawn. “Hulu Finally Gets Serious With Original TV Series — But Is It Too Little, Too Late?” Recode. N.p., 18 Feb. 2016. Web. 25 Apr. 2016. <>.

[15] Press Admin. “HULU STRIKES FIRST EVER DEAL FOR PAY ONE WINDOW RIGHTS WITH IFC FILMS.” N.p., n.d. Web. 25 Apr. 2016. <>.

[16] Press Admin. “HULU and UNIVERSAL INK GROUNDBREAKING DEAL FOR CURIOUS GEORGE® TV.” Hulu News. N.p., 17 Mar. 2016. Web. <>.


[18] Press Admin. “Hulu Launches Virtual Reality Application.” Hulu News. N.p., n.d. Web. 25 Apr. 2016. <>.

[19] Press Admin. “Executives.” Hulu Executives. N.p., n.d. Web. 25 Apr. 2016. <>.



by Sarah Thaler

Hulu LLC
12312 West Olympic Boulevard
Los Angeles, CA 90064
Phone: (310)-571-4700
Fax: (310)-571-4701

Company Overview
Both a website and over-the-top subscription service, Hulu provides online video streaming of a wide variety of video that range anywhere from current hit television series, movies, and webisodes to behind the scenes footage and movie trailers from an array of networks. In it’s current standing, Hulu is only offered to residents of the United States and Japan; regions outside of these countries are blocked by an IP address location. The Hulu platform allows users to access content through internet-receiving devices such as popular gaming consoles like the “Wii” and “Xbox”. Internet-viable televisions, set-top boxes, tablets, and of course, the PC are also used to transmit content instantly. Hulu’s display presents content in a flash video format to ensure speedy streaming and high-quality resolution; selected media can be streamed in HD depending on the network providing the syndicated content. Web syndication services are also provided by Hulu to companies like Facebook, AOL and Comcast to keep users within reach of supported affiliates. Hulu was created in 2008 initially by Beth Comstock as a joint venture of NBCUniversal Television Group (Comcast), Fox Broadcasting Company (21st Century Fox) and Disney–ABC Television Group (The Walt Disney Company), and was partially funded by Providence Equity Partners. However, in October of 2012, Providence Equity Partners sold it’s ten-percent share of Hulu LLC and is no longer a part of its holdings. [1] [2]

Key Executives: [2]

Mike Hopkins [a]


Chief Executive Officer

Chadwick Ho [b]

Senior Vice President and General Counsel

Senior Vice President and General Counsel

Elaine Paul [c]

Chief Financial Officer

Chief Financial Officer

Jean-Paul Colaco [d]

Senior Vice President and General Manager of Advertising

Senior Vice President and General Manager of Advertising


Hulu’s ad-supported business model is portion of it’s revenue along with customer purchases of subscriptions to Hulu plus. Because Hulu is a private holding, quarterly financials are not reported or disclosed to the general public. However, former CEO Jason Kilar revealed the 2012 figures, along with the numbers Hulu has achieved in the past five years in a blog post that wrapped up the fiscal year to perhaps illustrate the stark progression in the company’s net value. In 2012, Hulu broke records generating a 65% increase from their 2011 numbers and grossing $695 million in revenue, an all-time high for the company. [3] [4]

The Hollywood Insider briefed Hulu’s 2012 financials as well and reported that:

“The Hulu Plus subscription product, which launched in November 2010, boasts 3 million paying subscribers today, more than twice what they were at the end of 2011.The service increased title offerings by 40 percent in 2012 to 60,000 TV episodes, 2,300 TV series and 50,000 hours of video on Hulu and Hulu Plus. Kilar also said Hulu spent more than $500 million to acquire content this year.”

Viewership and Programming

Viewership numbers of Hulu users are measured through the same rating companies that track other media-viewing platforms such as Neilson, Quantcast, and ComScore. According to their findings, viewership numbers are steadily decreasing despite their impressive revenue for the 2012 fiscal year dropping from 19 million viewers in December 2011 to 12 million in August 2012.


Hulu’s current content partners (NBC, ABC, Fox, Current TV, ION Television, USA Network, Bravo, Fuel TV, FX, NFL Network, Speed, Big Ten Network, Syfy, Sundance, E!, G4, Versus, A&E, Oxygen and online comedy sources such as Onion News Network) allow the company to distribute their content on the Hulu website while Hulu reaps (on average) thirty to fifty percent of the advertising revenue generated by the shows it distributes.

Watch Battlefield trailer here 

Hulu does have a few of their own original content segments that air exclusively on their webisode-style platform. In 2011, the launch of their first series “The Morning After“, a satirical, comedic news show, on Hulu plus. This marked a moment in the company’s transition from a strictly content-distributing-only business model to one of both content distributing and producing. In January 2012, Hulu announced the release of their first scripted program “Battleground”, a political drama series shot in through a documentary style lens to air on the free Hulu platform to appeal to wider audience numbers. Also included in Hulu’s repertoire of original content are “The Fashion Fund”, a female-audience geared reality series where the winner of the show will receive $300,000 to start their career in the fashion industry, “Up To Speed” a historical travel series, and “A Day In the Life” a documentary series that follows a musician and producer. 

In April of 2012, Hulu added four more shows to their list that they have promised to air in the next few years if funds and viewing numbers permit; We Got NextThe AwesomesDon’t Quit Your Daydream, and Flow. Today, Hulu has joined forces with BBC to create a series that satisfies consumer craving for British humor and comedic thrill; “The Wrong Man” [5] [6]

Watch The Wrong Man trailer here

What’s Next? 

Hulu continues to grapple with possible methods of surpassing it’s big-name competitors such as Netflix, Youtube, iTunes, and Amazon. To separate themselves from the rest, Hulu aims to keep their content on the cutting-edge and easily streamable for its users.

pay-TV bundles: The Wall Street Journal on November 12th 2013 posted an article discussing Hulu’s interest in offering subscribers pay-TV bundles. Hulu has recognized that binge watching has become a shameless trend in viewership. According to the journal article companies willing to participate and partner with Hulu in the projected route to pay-TV are Comcast Corp., Time Warner Cable Inc., Cox Communications Inc., AT&T Inc.,and Verizon Communications Inc. Hulu has also discussed arrangements with AT&T to bundle its Hulu Plus subscription service with their wireless broadband offerings. [7]
HuluPlus integration with iOs and Chromecast: On October 21st, 2013 Hulu announced on it’s official blog that HuluPlus will be adding iOS support for Google’s popular Chromecast device, which plugs into any HDTV to let users watch online videos from tablets, smartphones or computers. HuluPlus first came to Chromecast on iPad and Android. The HuluPlus app also allows users to browse content, pause shows and add episodes to a queue, while simultaneously “casting” it to a TV. The Hulu Plus integration with Chromecast will convert the app into a custom remote letting users control video on their Chromecast connected TVs, while allowing them to browse the Hulu Plus app directly from their iPhones as well. [8] [9]


Sources (written content)










Image Sourcing 









LIN Media

By Yilin Pei

LIN Media Logo (Courtesy of

       LIN Media, LLC

One West Exchange Street, Suite 5A
Providence, RI 02903

About the Company


LIN TV logo

LIN Media was founded in 1961  under the name “LIN Broadcasting”. In 1994, “LIN Television Corporation” spun off from “LIN Broadcasting” as a public company. In 2010, the company rebranded to LIN Media, transforming to a local multimedia company but the cooperate name didn’t change.

In 2013, LIN was re-organized into LIN Media, LLC, at Delaware.[1]  Nowadatries to drive brand, potential audience and revenue growth by providing by diverse platforms such as mobile products, apps and web sites. [2]

TV Stations

LIN Media Brands (Courtesy of linmedia. com)

LIN Media Brands

LIN Media operates or services 43 stations (40 full-power and 3 low-power stations), 7 digital channels in 23 markets with 10.5% U.S. households to deliver local news, sports, community stories and entertainment programming. The 43 stations include 11 CBS affiliates, 10 FOX affiliates, 7 NBC affiliates, 5 ABC affiliates, 8 CW affiliates, 8 MNT affiliates and a TEL affiliate and the company also operates 14 multi-station markets. [3] [4] LIN Media concentrates on median-size stations and markets which is in the range of  #20 DMA to #70 DMA. [5]

LIN's stations and markets

LIN’s Stations and Markets

As of July 13th, 2013, household rating of LIN Media was 3.7 estimated by Nielsen, the most respected global information and measurement company. The rating of LIN Media is higher than the company’s competitors, Gray,  Media General and Nexstar which ratings are respectively 3.4, 2.9 and 2.2. [6] And LIN’s big- four stations’ news rating is 24% higher than national average level.[7] In addition, LIN Media also works on Unique Local Programming such as The Rhode Show in WPRI, Mardnda – Where You Live in WOTV, and The Hampton Roads Show on WAVY[8]

LIN Digital

LIN Digital

LIN Digital logo

LIN Media was one of the first broadcasters to build their own digital business. LIN Digital,the subsidiary of LIN Media, differentiates LIN Media from other broadcasting companies by  providing unique and high-impacted digital marketing solutions to the most honored agencies and brands in U.S. and helps them to  target potential audiences by customized websites, delivering high quality videos, and mobile devices. In addition, By cooperating with television and interactive analytic companies, LIN Digital also provides value evaluation of cross-platform products for advertisers.  LIN DIgital is the top 30 Ad network announced by comScore, which is the most respected digital analytics company in U.S. [9]

Peer Comparison - Q2'13 Digital Revenue

competitor comparison of digital revenues of Q2’13

As of the second quarter of 2013, LIN Media’s digital revenue was $25.1 million which was triple of the second quarter digital revenue of Nexstar, one of the most competitive broadcasting company of LIN Media.[10]

 Nowadays, LIN DIgital’s sales has reached to 32 markets including Chicago, New York City and Los Angeles. Moreover,  LIN Digital released new novel products recently which connect brands cross different platforms such as videos, displays, social media and mobile by working with HYFN and Dedicated Media, the companies that LIN Media acquires major ownership. On Oct. 24th, comScore announced that LIN Digital is the #17 comScore video network. [11]


 Key Executives

Vincent L. Sadusky – President & CEO

Vincent L. Sadusky

Vincent L. Sadusky

Scott M. Blumenthal – EVP Television

Scott M. Blumenthal

Scott M. Blumenthal

Richard J. Schmaeling –  Senior Vice President Chief Financial Officer

 Richard J. Schmaeling

Richard J. Schmaeling

Kimberly S. Davis –  Vice President Human Resources

Kimberly S. Davis

Kimberly S. Davis

For more information on LIN Media’s executives, click here.

Stock Information

LIN Media LLC Class A Common St Stock Chart - Fall of 2013
LIN Media LLC Class A Common St Stock Chart – Fall of 2013 
LIN Media LLC Class A Common St Stock Chart - Fall of 2012

LIN Media LLC Class A Common St Stock Chart – Fall of 2012

 The share price of LIN Media LLC (ticker: LIN) has increased 50.9% in the Fall of 2013 (from August 26th to November 19th). On Aug. 28th, LIN Media got the lowest share price, $16.00, and On Oct. 24th, the company reaches the highest, $26.05 a piece. At the same period of 2012, the lowest share price is $3.94 and the highest share price is $5.82. [12] The success of LIN Digital is one of the main reasons of the share price’s increase.

Financial Information

For the nine months ended September 30th of 2013, LIN Media’s net revenues were $468,448 million, which have increased 31.1% compared with 2011’s $357,292 million.

As of 2013, because of the launch of LIN Digital as well as acquiring major ownership of HYFN and Dedicated Media, the company expects that the digital revenues might over $100 million, which might increase 76% compared with 2012’s $56.8 million. The company also expects that revenues will reach to the range of $190 million to $210 million to achieve a mid 20s operation margin in 2016.[13] 

Dedicated Media logo

Dedicated Media logo



As of the third quarter ended Sept. 30th, LIN Media’s local revenues including retransmission consent fee revenues, local advertising and TV station website revenues was $105.5 million that have increased 44% by comparing with the third quarter of 2012’s $73.3 million. [14]

In addition, LIN Media estimates that $14.7 million to $17.7 million might drop in the fourth quarter’s net revenues of 2013 compared to the fourth quarter of 2012 because of the decline of significant political advertising in 2013. [15]


On Oct. 3rd, LIN Media held an investor conference in Austin, Texas and admitted that the company might sell some TV spectrum in FCC’s incentive auction held in 2014. That can help the company profit out of selling Class A low-power stations.

In addition, LIN Media plans to auction off WCTX, a MyNet affiliated television station located in New Haven, CT, and sign its MNT-anchored programming under ABC affiliate WTNH, and the company might make $115 million cash flow under this decision. [16]

Besides, LIN Media owned station, KHON-TV, a fox-affiliated television station located in Honolulu (#69 DMA), upgraded the newscast to high definition, switched the digital platforms and got the most advanced graphics system on Oct. 18th.[17] The improvement of technology is one of the most effective way to capture audiences.

What’s Next for LIN Media? 

Public advertising is one of the foundation of LIN Media’s revenue and 2014 will have a new strong political cycle such as the heated debate of healthcare. Those political activities will give the company incremental opportunity to make profits.

For programming, Mr. Sadusky said that continuing combining high-rated sports and entertainment syndicated programming and local programming together is the most effective method in television.

As of 2014 Sochi Winter Olympics, LIN Media will focus on freestyle skiing and snowboarding instead of the most popular events like ice hockey. In addition, LIN’s news stations are finding local content such as local athletes’ stories to increase coverage and attention.

Besides, LIN Media announces to keep increasing net retransmission consent fee without disclosing how many percentages they will keep. Moreover, the company plans working on shorter cycle operations with cable because of the rapid movement of the market and longer cycle operations with the networks. [18]

The company expects that the net retransmission consent fee might exceed $90 million in 2013, which might increase almost 200% compared with 2009’s $30.1 million. [19]

On Dec. 10th, LIN Media will hold a small or medium cap conference at JP Morgan. By that time, the company will discuss more about future investments and developing strategies. [20] 


Major competitors of LIN Media include Nexstar, Gray, EW Scripps, Media General and Fisher Communications. [21]



[1] LIN Media History – 

[2] About LIN Media – – Retrieved Date: Sept. 25th, 2013

[3] About LIN Media –

[4] LIN’s long-term affiliations – – Retrieved Date: Oct. 3rd, 2013

[5] LIN Media’s Markets Rank Range – – Retrieved Date: Sept. 5th, 2013

[6] Peer Comparison of ratings – – Retrieved Date: Oct. 3rd, 2013

[7] LIN’s Local News Rating – – Retrieved Date: Oct. 3rd, 2013

[8] LIN’s Local Programmings – – Retrieved Date: Oct. 3rd, 2013

[9] About LIN Digital –

[10] Competitor Comparison of digital revenues of Q2’13 – – Retrieved Date: Oct. 3rd, 2013

[11] LIN Digital’s Video Network Rank of ComScore – – Retrieved Date: Oct. 24, 2013

[12] LIN Media Class A Common St Stock Chart of the Fall 2013 –;range=20130826,20131115;compare=;indicator=volume;charttype=area;crosshair=on;ohlcvalues=0;logscale=off;source=undefined;

[13] LIN Media Digital Revenue – -Retrieved Date: Oct. 3rd, 2013

[14] LIN’s Local Revenue – – Retrieved Date: NOV. 6th, 2013

[15] LIN’s Q4’13 Revenue Expectation – – Retrieved Date: Nov. 6th, 2013

[16] LIN Media’s Plan of Selling Spectrum – – Retrieved Date: Oct. 30th, 2013

[17] KHON upgraded newscasts in HD – – Retrieved Date: Oct. 18th, 2013

[18] LIN Media’s Tech, Media & Telecom Conference - (requires registration) – Retrieved date: NOV. 12th, 2013.

[19] LIN’s Net Retransmission Consent Fee – – Retrieved Date: Oct. 3rd, 2013

[20] LIN Media’s Future Cap Conference -

[21] LIN Media’s Competitors – – Retrieved Date: Oct. 3rd, 2013