Hulu #1

Posted on September 30, 2015 by Hannah Mesches

Hannah Mesches

Hulu logo (1) source: Hulu

Company

Hulu is a premium streaming service that offers subscribers hours of content- both television programming and movies- with limited commercials for $7.99 a month or no commercials for $11.99 a month. Launched in 2008, Hulu has remained a leader in redefining how TV and how it is consumed by loyal viewers. The company boasts nearly 9 million subscribers, over 500 content partners, and 2,000 advertising partners. (2) Hulu recently reached a milestone of 700 million hours of content streamed by subscribers.

CEO Mike Hopkins (3) source: Hulu

Senior Vice President, Head of Content Craig Erwich (3) source: Hulu

Senior Vice President, Head of Distribution Tim Connolly (3) source: Hulu

Financials

Hulu is not a publicly traded company, thus the company’s financial profile is not available in the same detail as that of a company with quarterly SEC filings. Despite this, on October 6th 2015, Hulu published the news that it and Viacom expanded their content partnership in a new multi-year agreement. (4) With this deal, Hulu became the exclusive subscription video on demand (SVOD) home to full seasons of popular series from Nickelodeon, Comedy Central and MTV such as Inside Amy Schumer, Broad City and Finding Carter. These programs are highly popular with adults 18-34 and will attract cord cutters with the accessibility the company provides through online streaming. (5)

The deal also expands Hulu’s catalog of children’s programming. Full older seasons of Nickelodeon shows that have never been available for online streaming on the site are now exclusive to the service. In addition to this, all episodes of 90’s and 00’s era programs like The Wild Thornberrys, Drake and Josh, Hey Arnold and Ren & Stimpy will be available for the first time ever on Hulu. The renewal and expansion of this deal will allow the company to acquire programs that audiences who are ditching cable will be looking to watch elsewhere due to their popularity.

Newly Released Content

To compete with Netflix, Hulu released two original series, Casual and RocketJump: The Show in Q4 of 2015 (6), and brought back cancelled program The Mindy Project. On October 21st, 2015, Casual, which stars Michaela Watkins, Tommy Dewey and Tara Lynne Barr, was renewed for a second season due to the success of Producer Jason Reitman’s dysfunctional family comedy. (7) The release date of RocketJump, a documentary series about Youtube filmmaker Freddie Wong and the creation of his action-comedy short films, was delayed until December 2nd, 2015. (8) The original series will still likely draw a substantial audience as name recognition will play a large role.

The Mindy Project (9) source: Geekynews

Hulu also revived cult favorite The Mindy Project starring Mindy Kaling, Chris Messina and Ike Barinholtz exclusively for its streaming service when it was cancelled by Fox. The company signed on for 26 episodes of the program for its fourth season. With more creative freedom given by Hulu, the show has involved more mature themes and plots, and thus has attracted a wider audience. (10) A.V. Club reviewed the Hulu season premiere entitled “While I Was Sleeping” as an A on its scale, calling the episode “an amazing season opener, her best-ever.” (11)

Earlier this year, Hulu premiered the show Difficult People on August 5th, 2015. The series was created by Julie Klausner who stars alongside Billy Eichner. Eichner’s performance immediately garnered positive attention from critics and the show was given an 85% on Rotten Tomatoes and a 76 on Metacritic. (12) After landing a role on Parks and Recreation due to the success of his popular Youtube series Billy on the Street, the actor’s high energy style became in demand as he was cast on several hit programs, but found the most success with Hulu.

Future Content

On February 15th, 2016, Hulu will release its highly anticipated series 11/22/63 based on the 2011 best selling novel written by Stephen King and published by Scribner. (13) The thriller, starring James Franco tells the story of a high school english teacher who travels back in time to prevent the assassination of President. John F. Kennedy. The mission is threatened by Lee Harvey Oswald, a love interest, and the past’s unwillingness to change itself. (14)

11/22/63 (15) source: Entertainment Weekly

Offline, Hulu will be bringing a popular fan experience to Los Angeles this winter. After its success in New York City, Hulu is resurrecting the Seinfeld: The Apartment exhibit for the show’s L.A. fans. (16) The pop up installation features a replica of Jerry Seinfeld’s Upper West Side apartment, and full gallery experience, as well as new items from the series. The exhibit will be located on 8445 Melrose Ave. and will be open from December 16th- 20th. The popularity of both the installation and the series as a whole is imperative for Hulu’s success in streaming Seinfeld in its entirety on the site. A whole new audience is reached as a result, and old fans are able to relive the series in a new way. (17)

Showtime

In addition to the new commercial free subscription that Hulu offers, customers are now able to pay an additional fee to get Showtime as a premium add on for $8.99 a month. Now viewers are able to watch award winning programs such as Homeland, The Affair, Ray Donovan, Masters of Sex and Episodes through the streaming service. (18)

Showtime on Hulu (19) source: Hulu

Although this service comes at an extra cost, it will attract millennial viewers as they stray away from more expensive cable packages and move to exclusively online sites such as Hulu and its competitors Netflix and Amazon. (20) Subscribers will be able to take Showtime programs on the go as it is available on Apple devices, Android phones and tablets, Playstation, Wii, and Xbox One.

Overview

Overall, Hulu has had a productive year. From introducing a new subscription free of commercials, to receiving rave reviews for its original series, to expanding its agreement with Viacom and partnering with Showtime, the company is quickly amassing both content and loyal subscribers. Unlike Netflix, the site is able to make content available the day after it airs on live television, which attracts cord cutting fans as the service is less expensive and available on more interfaces. With a highly anticipated release coming in the first quarter of the 2016 fiscal year, Hulu is releasing content at a steady stream that keeps customers invested.

Sources

(1) Hulu – Watch TV, Originals, and Hit Movies.” Hulu. N.p., n.d. Web. 29 Nov. 2015.

(2) “About Hulu.” About Hulu. N.p., n.d. Web. 29 Nov. 2015.

(3) “Executives.” Executives. N.p., n.d. Web. 29 Nov. 2015.

(4) “Hulu and Viacom Expand Content Partnership In Robust, New Multi-Year Agreement.” News. N.p., n.d. Web. 29 Nov. 2015.

(5) “Cord Cutters News – All the News Cord Cutters Need about Cord Cutting! Covering, Roku, Fire TV, Apple TV, Chromecast, Netflix, Hulu, & More!”Cord Cutters News. N.p., n.d. Web. 29 Nov. 2015.

(6) “Hulu Originals Premiere Dates.” Premiere Dates. N.p., n.d. Web. 29 Nov. 2015.

(7) “Jason Reitman’s ‘Casual’ Gets Season 2 on Hulu.” Variety. N.p., 21 Oct. 2015. Web. 29 Nov. 2015.

(8) “‘RocketJump: The Show’ Premiere on Hulu Pushed Back to December.”Variety. N.p., 09 Oct. 2015. Web. 29 Nov. 2015.

(9) “First Look: Lee Pace in The Mindy Project.” GeekyNews. N.p., 06 Jan. 2015. Web. 29 Nov. 2015.

(10) “The Mindy Project Isn’t Cancelled After All, Here’s What’s Happening.”CINEMABLEND. N.p., 15 May 2015. Web. 29 Nov. 2015.

(11) “The Mindy Project:.” “While I Was Sleeping” · The Mindy Project · TV Review “While I Was Sleeping” · TV Club · The A.V. Club. N.p., 15 Sept. 2015. Web. 29 Nov. 2015.

(12) “‘Difficult People’ on Hulu: Will Critics’ Raves Lead to Awards for Julie Klausner, Billy Eichner?” GoldDerby. N.p., n.d. Web. 29 Nov. 2015.

(13) “11.22.63.” Hulu Press. N.p., n.d. Web. 29 Nov. 2015.

(14) “11.22.63.” IMDb. IMDb.com, n.d. Web. 29 Nov. 2015.

(15) “First Look: See James Franco in Stephen King’s Time-travel JFK Assassination Thriller 11/22/63.” Entertainment Weekly. N.p., n.d. Web. 29 Nov. 2015.

(16) “Inside the ‘Seinfeld’ Apartment Pop-Up in New York.” The Hollywood Reporter. N.p., n.d. Web. 29 Nov. 2015.

(17) “Hulu to Bring SEINFELD: THE APARTMENT Fan Experience to LA This December.” Broadway World. N.p., n.d. Web. 29 Nov. 2015.

(18) “Hulu with Showtime.” Hulu. N.p., n.d. Web. 29 Nov. 2015.

(19) “What Is SHOWTIME® on Hulu?” Hulu. N.p., n.d. Web. 29 Nov. 2015.

Hulu

Posted on April 21, 2014 by Caroline Soss

By Caroline Soss

Photo courtesy of: [1] www.crunchbase.com

ADDRESS

12312 West Olympic Boulevard
Los Angeles, CA 90064 [2]

CONTACT

Phone (310) 570-4700
Website www.hulu.com
Twitter @hulu

PROFILE

Hulu is an over-the-top video service provider streaming on-demand programming from NBC, ABC, A&E, AMC, FOX, The CW, MTV and more.

Hulu offers advertisement-supported free programming with limited commercial interruption on its website Hulu.com. Regular advertisers include Johnson & Johnson, McDonald’s, Microsoft, GEICO and Target.

Photo courtesy of: [4] www.vulture.com

For a monthly fee of $7.99, Hulu Plus subscribers can stream unlimited premium and exclusive content from any Hulu+ enabled device. These devices include smart televisions, game consoles, smartphones/tablets and media players like Apple TV and Roku [3].

Hulu delivers over 70,400 hours of video from 514 different content partners [5]. Hulu streams popular TV shows such as FAMILY GUY, SCANDAL, THE VOICE, PARKS AND RECREATION, SATURDAY NIGHT LIVE, THE DAILY SHOW WITH JON STEWART [6] and more than 800 films from The Criterion Collection [7].

Photo courtesy of: [6] www.hulu.com

Hulu also produces its own original content like DEADBEAT, EAST LOS HIGH, THE AWESOMES and THE HOTWIVES OF ORLANDO [8].

Watch Hulu’s promo for their 2014 Originals here. Video courtesy of: [9] www.hulu.com.

Hulu.com was launched in 2008 as a joint venture between Comcast’s NBCUniversal and News Corporation [10]. Today, NBCUniversal, The Walt Disney Company’s Disney-ABC Television Group and 21st Century Fox’s Fox Broadcasting Company together own Hulu’s online subscription service [11].

As of February 2014, Hulu reported more than five million Hulu+ subscribers and thirty million monthly free service users [12] with over four billion videos streamed in 2013 [13].

KEY EXECUTIVES

CEO Mike Hopkins, photo courtesy of: [14] www.engadget.com

Last October, Hulu replaced its acting CEO with Mike Hopkins, former President of Distribution at Fox for five years [14]. Within weeks of joining the company, Hopkins hired Disney’s Elaine Paul as CFO [11]. In February 2014, Hopkins hired NBC’s Peter Naylor as SVP of Advertising Sales [13] and Sony’s Tiam Lim as Chief Technology Officer [12]. In March 2014, Disney’s Tim Connolly joined the company as Head of Distribution [15]. In April 2014, Warner Bros.’ Craig Erwich was hired as Hulu’s SVP and Head of Content [16].

FINANCIALS

Hulu is a privately held company and not required to publicly release its financial information. However, CEO Mike Hopkins reported Hulu earning one billion dollars in annual revenue at the end of last year [17]. In 2013, Hulu’s owners (Comcast, Disney and 21st Century Fox) also dropped offers to sell Hulu and instead invested $750 million dollars into the company [11].

Photo courtesy of: [18] www.techcrunch.com

FOCUS IN THE U.S.

In February 2014, Hulu sold its Japanese subsidiary to Tokyo-based Nippon Television Network Corporation. Since 2011, Hulu had streamed 13,000+ videos from fifty different American and European content providers to Japan. While Hulu will continue to make its content and brand available for use by Nippon TV as well as provide infrastructure service to the Japanese company, Hulu will focus on the U.S. rather than internationally [19].

MULTI-PLATFORM

Hulu aims to operate on all types of platforms with 50% of Hulu+ subscribers streaming solely on devices [17].

Photo courtesy of: [21] blog.hulu.com

In April 2014, Amazon.com launched Amazon Fire TV – the company’s new set-top box/game console hybrid positioned to replace media players like Apple TV, Roku and Xbox [20].

Amazon Fire TV streams not only Amazon’s own online video subscription service (Amazon Prime) but also partner on-demand services, including Hulu Plus. Hulu promises the “most enhanced and updated version of the Hulu Plus Living Room experience on Amazon Fire TV” [21]. Further, Amazon added Hulu Plus to the list of services available through voice search by speaking into the Fire TV remote – making Hulu even easier to utilize on this new platform [22].

NEW CONTENT

Hulu is continuing to grow its content library with both current season television and original programming [17].

Photo courtesy of: [23] blog.hulu.com

In April 2014, CEO Mike Hopkins announced Hulu will be exclusively streaming NBCUniversal-produced THE MINDY PROJECT and Golden Globe-winning comedy BROOKLYN NINE-NINE as well as popular series like KEEPING UP WITH THE KARDASHIANS and TOP CHEF. These high-in-demand hit programs will not be available to competitors Netflix or Amazon Prime, ultimately giving Hulu monopoly control over more content [23].

Hulu also recently acquired the rights to stream ELEMENTARY, the highly rated CBS drama starring Jonny Lee Miller and Lucy Liu [24], and popular CBS classics like THE BRADY BRUNCH and CHEERS.

Photo courtesy of: [25] blog.hulu.com

Hulu is expanding its library of popular TV shows from past decades [25]. This may be a tactic to keep fairly older viewers, who grew up with this content, entertained; 60% of Hulu subscribers fall between the ages of 18 and 49 years old with an average age of 39 [26].

Photo courtesy of: [26] www.hulu.com/advertising

However, the Nielsen Company will continue excluding broadband-only households, a large total of Hulu Plus viewership, in the ratings for the 2014-2015 television season [27].

ORIGINAL CONTENT

Hulu developed twenty original series in 2013 and plans to launch twenty more this year [28]. Hulu’s original shows THE AWESOMES, BEHIND THE MASK and THE WRONG MANS were among the top ten weekly shows watched on Hulu when they aired in 2013 and were all recently renewed for another season in 2014 [17].

New in 2014, Hulu’s original comedy series DEADBEAT, starring Tyler Labine, is receiving strong reviews from Variety, the New York Post and the Philadelphia Inquirer since its premiere [29]. All ten episodes of the show’s first season were uploaded to Hulu on April 9th, 2014, and only hours later DEADBEAT as dubbed “Hulu’s best show yet” [30].

Photo courtesy of: [29] www.hulu.com

DEADBEAT follows Kevin Pacalioglu (Tyler Labine), a lazy stoner who can see the dead and becomes a freelance medium to pay his rent, helping ghosts move on to the afterlife by competing in eating contests and proposition their ex-girlfriends.

Watch the DEADBEAT series trailer here. Video courtesy of: [31] www.hulu.com.

Critics, however, argue that Hulu being owned by television companies may explain why competitor Netflix is still spending so much more than Hulu on original programming [32].

TV EVERYWHERE

In the past year, Hulu has hired 260 new employees to complete a staff of more than 725 members with plans to continue growing the company [17].

As public interest in more convenient Internet TV Everywhere services grows, analysts predict subscribers may more easily authenticate their pay services through a social media account like Facebook or Twitter – a business tactic that may be in Hulu’s near future [33].