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Strategic Content Retention for Hulu's Viability

Explore the importance of curated content in Hulu's mission to offer premium video services to users worldwide. Learn how the platform navigates challenges like network access limitations and competition among content providers for viewer engagement. Discover strategies to overcome hurdles and retain users in the evolving digital content landscape.

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Strategic Content Retention for Hulu's Viability

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  1. Content and Consumer: What content does Hulu have to retain to remain viable?

  2. Hulu Mission Statement: • “Hulu's mission is to help people find and enjoy the world's premium video content when, where and how they want it. As we pursue this mission, we aspire to create a service that users, advertisers, and content owners unabashedly love.” • (www.hulu.com)

  3. To get/keep eyeballs, Hulu must: • Have content users want to access - Not all networks, no loyalty from content providers • Be available to viewers who want to tune in - Not accessible outside the US

  4. Wrong Medium? • TV programming is typically “lean back” kind of content (entertain me!) • Computers encourage “lean forward” content – i.e. Engagement • Unless you have Hulu Plus, which you have to pay for, you can only view the content on your computer

  5. Stop the internal fighting • People just want content. • They don’t care who is friends with who in the content producer/ content provider world • i.e. if someone has Google TV and wants to access Hulu shows, they’re out of luck because Google isn’t friends with the clique behind Hulu. And vice versa. • So consumers end up paying the cable companies (too much) to get it all, even the stuff they don’t want. Or find alternative sources... P2P anyone?

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