How Hulu Is Cashing In on TV’s ‘Long, Slow Decline’

Sep 22, 2016  •  Post A Comment

When the streaming service Hulu goes after ad dollars, it is effectively competing against the same media companies that own Hulu, according to Peter Naylor, Hulu’s senior vice president of advertising sales, who talks about the company’s ad strategy in a report in The Wall Street Journal.

Naylor is quoted in the report saying: “We’re going after the TV dollars because broadcast and cable ratings points are on this long, slow decline, and marketers are trying to find TV watchers, and they’re watching TV on Hulu.”

“But Mr. Naylor said Hulu’s owners — Comcast’s NBCUniversal, 21st Century Fox, Walt Disney Co. and new stakeholder Time Warner Inc. — understand it’s a necessary bet to have a stake in a streaming service,” the report adds.

Said Naylor: “When I’m out in the field competing with my TV counterparts, it’s competition for dollars, but by and large I think they’d rather own us than not.”

“Hulu’s potential competition with its owners is only increasing,” WSJ adds. “Like digital rivals such as Amazon and Apple, Hulu is planning to create a new subscription service that would stream feeds of popular broadcast and cable TV channels. Mr. Naylor called the project a ‘pretty big future bet’ and said the company has talked about going to market early next year.”


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