Remember when Hulu reacted to Netflix's price increase earlier this year by reducing the cost of its basic plan to $ 6 per month? It seems that this decision paid off in a big way, at least in terms of the subscriber numbers of this transmission service.
During its presentation at The Hulu Theater in Madison Square Garden, as part of the Digital Content NewFronts event that took place in New York, the company informed that its membership increased by 12% since the beginning of the year, reaching 28 million subscriptions .
Keep in mind that not all subscribers are paying members, since 1.3 million are free promotional plans, but the company has been able to add subscribers quickly: paid membership increased by 16.5% in the same period of time.
However, despite the large increase in the number of members, Hulu continues to lose money, which may explain the reasons behind some of the other ads the company shared. The service, which is owned by Disney and Comcast, plans to add several new programs and series to keep its audience involved, including two new Marvel-based titles: Ghost rider Y Helstrom, both of which will be released in 2020.
If Hulu manages to make these productions a success, it is a smart move against Netflix, which is rapidly losing Marvel productions now that Disney is starting to withdraw them to reinforce its own streaming platforms, ensuring that Hulu and the next Disney Plus service can Take advantage of the benefits of Marvel Universe, which is hugely popular.
In addition to Ghost rider Y Helstrom from Marvel, other new productions that Hulu is planning include:
The new season of The Handmaid’s Tale, one of the most popular series of Hulu, which has already launched its last trailer.
A series led and starring Nicole Kidman, based on the book For Nine Perfect Strangers written by Liane Moriarty, author of Big Little Lies, which was successfully brought to the screen by HBO.
A multi-year deal with Suit & Thai Productions by Chrissy Teigen, chef David Chang of Momofuku, and Vox Media Studios, to develop "food-centered programming."
A two-year agreement with Teigen to develop original programming, which could include series, dramas, and talk shows.
MS ADVERTISING INTERRUPTIONS?
These original programming efforts will be costly, so Hulu launch what he calls an experience of “binge advertising“, That allow advertisers to target viewers with non-intrusive messages that are relevant to their situation and their viewing behavior, especially for those who watch series continuously without pause, which is known as binging.
Earlier this year, Hulu showed an example of a format of what I call a "non-intrusive pause announcement," which basically places an aesthetic ad about paused content, so that viewers can see both. It is not clear if the new advertising experience of binge advertising be an extension of this paused ad format, or something completely different. Either way, it seems that Hulu users will have to prepare for their fun to be interrupted, which is the price to pay for more and better productions.
These plans will be closely followed by IAB Technology Laboratory, one of the main promoters of the event Digital Content NewFronts In New York. Tech Lab is a nonprofit consortium that develops and provides technical standards, software and services that promise to drive the growth of an effective and sustainable global digital media ecosystem that benefits consumers. It is composed of digital publishers, advertising technology firms, agencies, marketers and other companies.