MIPCOM 2012: TV industry should “embrace, not fear” Hulu says Kilar

Pascale Paoli-Lebailly | 10-10-2012

From 2013, over the top online video service Hulu will offer to US viewers its first exclusive coproduction with the BBC, CEO Jason Kilar revealed at MIPCOM 2012.
In a keynote entitle ‘Online TV and the evil plot to destroy the world’, Kilar tried to reassure delegates that the TV industry should embrace Hulu rather than fear it.
He highlighted case study Misfits to explain the platform strategy. Hulu acquired the exclusive rights to the UK BBC series to launch it in the US where hitherto it was unheard of. It subsequent success, supported by hard social TV services and recommendation work, was apparent and Misfits is now about the get a US remake. The British political satire The Thick of It, has also found Hulu as a co-producer.
“Our mission is to help people find and enjoy the world’s premium content how, when and where they want it”, Kilar said. “We’re active buyers across the world” he added, with a strong focus at the moment on Latin America and Japan.
Since its launch in 2007, Hulu is available on more than 250 devices, and innovated in advertising formats, such as its ad selector: users can choose from a selection of ads to watch when watching the service. Its library now comprises 55,000 episodes and has shown fast growth over the last five years, 59% in 2011. Hulu also claims 35% of the US premium online video advertising market.
“This year we’re averaging about 30 million monthly users on the Hulu service. Our Hulu Plus subscription service exceeded 2 million users earlier this year… the fastest ramp to 2 million paying subscribers in US premium video history, whether it’s online or offline.”