Skip to Main Content
HBS Home
  • About
  • Academic Programs
  • Alumni
  • Faculty & Research
  • Baker Library
  • Giving
  • Harvard Business Review
  • Initiatives
  • News
  • Recruit
  • Map / Directions
Faculty & Research
  • Faculty
  • Research
  • Featured Topics
  • Academic Units
  • …→
  • Harvard Business School→
  • Faculty & Research→
Publications
Publications
  • October 2009 (Revised June 2010)
  • Case
  • HBS Case Collection

Hulu: An Evil Plot to Destroy the World?

By: Anita Elberse and Sunil Gupta
  • Format:Print
  • | Pages:29
ShareBar

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 and the Web; Media and Broadcasting Industry; Motion Pictures and Video Industry

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.)
  • Educators
  • Purchase

About The Authors

Anita Elberse

Marketing
→More Publications

Sunil Gupta

Marketing
→More Publications

More from the Authors

    • January 2023
    • Faculty Research

    Perfect Diary (完美日记)

    By: Shunyuan Zhang and Sunil Gupta
    • November–December 2022
    • Harvard Business Review

    Number One in Formula One: Leadership Lessons from Toto Wolff and Mercedes, the Team behind One of the Greatest Winning Streaks in All of Sports

    By: Anita Elberse
    • August 2022
    • Faculty Research

    Mastercard: Creating a World Beyond Cash

    By: Sunil Gupta and Julia Kelley
More from the Authors
  • Perfect Diary (完美日记) By: Shunyuan Zhang and Sunil Gupta
  • Number One in Formula One: Leadership Lessons from Toto Wolff and Mercedes, the Team behind One of the Greatest Winning Streaks in All of Sports By: Anita Elberse
  • Mastercard: Creating a World Beyond Cash By: Sunil Gupta and Julia Kelley
ǁ
Campus Map
Harvard Business School
Soldiers Field
Boston, MA 02163
→Map & Directions
→More Contact Information
  • Make a Gift
  • Site Map
  • Jobs
  • Harvard University
  • Trademarks
  • Policies
  • Accessibility
  • Digital Accessibility
Copyright © President & Fellows of Harvard College