Today’s content is written by Alexa Paradis
Hulu has always been a leading force in the streaming age, differentiating itself from Netflix by offering current seasons of network shows in addition to their vast library of shows and movies. This made them the perfect match for cord-cutters who wanted immediate access to new episodes of their favorite shows. On May 3 during their 2017 Upfront, Hulu announced that they were now offering a live TV subscription that includes over 50 channels to start that will grow over the current year. The current channel offerings include all 4 Broadcast networks, all major sports networks, 5 children’s networks along with the Scripps channels just to name a few. This package will not replace their normal streaming subscriptions but instead be an add-on for customers that will cost $40 per month and also come with the ability to stream on multiple screens at once, quite less then the average cable bill. “Hulu can now be a viewer’s primary source of television,” said Hulu CEO Mike Hopkins. “It’s a natural extension of our business, and an exciting new chapter for Hulu.” As a millennial that cut the cord once I moved out of my parents’ house, I would definitely consider adding this onto my normal Hulu subscription especially if it means I can be watching the new episode of Scandal while my boyfriend watches the Yankee game in the other room.
For advertisers this means even more inventory on Hulu, in addition to their 32 million viewers who opt for ad-supported content advertisers now have access to the standard 2 minutes of local breaks per hour on cable networks. Also announced was a new deal with Nielsen, Hulu said advertisers will have access to Nielsen’s Digital Ad Ratings (DAR) across connected-TV devices starting in the fall of 2017, to provide a validated measurement solution across screens. Another amazing new feature for advertisers is the launch of T-commerce interactive ads in partnership with BrightLine that will let subscribers purchase movie tickets through their connected TVs. The on-screen purchasing capabilities will expand to other categories like retail and quick-serve restaurants in 2018.
Aside from the exciting announcement of the live TV subscription Hulu touted their extensive release schedule of original programing for this year with all of their biggest stars stepping on stage to share their excitement. Stars of the instant hit “The Handmaid’s Tail” announced that not only did they have the most streamed series premiere on the platform out of original and acquired series but they have already been green lit for a second season. Other exciting original series announced were Marvels “Runaway Teens”, Mars mission drama “The First” from House of Cards creator Beau Willimon, Seth Rogen’s project “Future Man”, Sarah Silverman’s political comedy series “America, I love You”, “The Looming Tower” which will star Alec Baldwin along with the series finale of “The Mindy Project”.
A powerful moment took place when Mindy Kaling took the stage for her last upfront and thanked Hulu for being a place that all types of women can be showcased and celebrated, which is not something you can find in many types of entertainment today. This certainly sets Hulu apart from their traditional network counterparts as a way to connect with Millennials who place a high value on inclusivity of all types of characters, especially female ones.
This year’s upfront showed that Hulu is remaining vigilant in their quest to be streamers go-to service and advertisers go-to platform to reach a diverse and highly engaged audience. The company shows no signs of slowing down their innovation either.