Hulu: An Evil Plot to Destroy the World?

Anita  Elberse; Sunil  Gupta

Case | HBS Case Collection | October 2009 (Revised June 2010)

Hulu: An Evil Plot to Destroy the World?

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;

Format: Print

29 pages

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Citation:

Elberse, Anita, and Sunil Gupta. "Hulu: An Evil Plot to Destroy the World?" Harvard Business School Case 510-005, October 2009. (Revised June 2010.)

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Hulu: An Evil Plot to Destroy the World?

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