Hulu Books New Hit Shows To Lineup

With the help of NBC Universal Television and New Media Distribution, Hulu is refreshing its library with all prior seasons of “The Mindy Project,” new episodes of “Brooklyn Nine-Nine" and a host of other shows.

Additional shows soon to hit Hulu Plus include “The Real Housewives” franchise, “Top Chef,” “Top Chef Masters,” “The Millionaire Matchmaker,” “Flipping Out” and “Keeping Up With the Kardashians."

A lot has changed since Hulu hit the Web in 2007. Digital channels are now packed with premium content options, as new entrants like Amazon and Netflix jockey for position.

To compete, Hulu continues to pursue a dual business model of ad-supported and subscription-based services.

Supporting both businesses, Hulu recently worked with Chipotle Mexican Grill to develop a new comedy series called “Farmed and Dangerous.” Streaming on both Hulu and Hulu Plus, the show highlights Chipotle’s “commitment to serving food made with quality ingredients.”

Working in Hulu’s favor, a clear majority of millennials (72%) report filling up on free streaming sites, according to a recent TiVo survey, while the majority of all millennial viewing -- 22% -- prefer traditional TV shows on Hulu.

Yet, some analysts continue to question Hulu's future. Research firm IDC recently estimated that Hulu had a 1.1% share of the digital ad marketplace, but said it expected that share “to stagnate or even decline going forward.”

During the third quarter of last year, IDC estimated that Hulu had a 3.9% share of all display ad dollars -- down from 4.1% during the prior quarter. One problem is that Hulu’s sales team has not had the best content to sell. Analysts have even noted that the company has yet to deliver a hit on par with Netflix’s original series “House of Cards.”  

“Hulu launched more than 20 originals in 2013, and stated that it plans to double that number over the next few years. But it did not seem like any of these series generated the type of buzz that Netflix's originals did in 2013, and that HBO’s series have been doing for decades," Morgan Stanley analyst Scott Devitt noted in a recent report.

 

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