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Case
| HBS Case Collection
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2010
(Revised from original 2009 version)
Hulu: An Evil Plot to Destroy the World?
by
Anita Elberse and Sunil Gupta
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Abstract
In July 2009, Jason Kilar, the chief executive officer of Hulu, is debating whether the online video aggregator should move away from a purely advertising-supported model, and whether it should participate in an industry-wide initiative to develop and test "authentication" technology that can facilitate a subscription or pay-per-view model. The case traces the early years of Hulu, a joint venture between News Corp. and NBC Universal, that was initially met with strong skepticism but quickly became on the most celebrated and popular online video business. Provides in-depth information on how the company serves content owners, users, and advertisers. Describes the online video space in considerable detail, also covering economic and viewership statistics that enable a rich discussion of viable business models.
Keywords: Advertising;
Business Model;
Television Entertainment;
Distribution Channels;
Service Operations;
Internet;
Online Technology;
Media and Broadcasting Industry;
Motion Pictures and Video Industry;