It’s not really a birthday party, since this is only the anniversary of Hulu.com’s beta launch. Which is all the more amazing considering how far it has grown in a year — when half of that year was conducted in private beta. Since its official launch in March, Hulu can now boast that in September nearly 150 million videos were streamed.
This is phenomenal, it’s precisely the year-end target I had for Hulu in December. Now I have to ratchet that up to 200 million. To go from 0 to 200 in under a year is remarkable. Consider that in its best months, Comcast VOD streams 300 million video views. That’s a big number. Hulu will be at the level some time next year. Without having to invest in VOD servers the way Comcast did.
That’s right, folks, Hulu is here to stay. And <bashfully> I have to admit I called it. A year ago today, I published a report called Online Video Syndicator Hulu.com Overperforms At Beta Launch. I said:
Today Hulu.com, the NBC Universal and News Corp. online video joint venture, launched a private beta test that beats our expectations of what the company would achieve. It syndicates video, enables sharing, and does it all with top-notch content and a design flare reminiscent of Apple. If Hulu can keep expenses down, the company stands as a threat to competing online TV companies like Joost, as well as old-line cable companies and telco TV entrants.
Specificallly to cable companies, I warned:
Cable companies and telco TV providers can begin the fear watch. By delivering a solution that advertisers want, syndication partners are happy to implement, and consumers will easily lap up, Hulu has assembled an experience directly comparable to that offered by cablecos and telco TV companies. Think about it: You have first-run TV shows, classic TV reruns, and movies from the back catalog. All you need is a pay-per-view option for new releases, and you might as well call Cox Communications, Time Warner Cable, or any of the rest and cancel your TV subscription while simultaneously opting for the fastest Internet connection they can possibly offer. That tells us what Hulu will offer next.
The warning is only stronger now as Hulu has even more content than it had back then and even more advertisers lining up to pay a premium on a CPM basis to participate. I hate to say I told you so…
Ironically, Comcast is a beneficiary of the Hulu experience since Hulu is the engine behind most of the content available at Fancast.com, Comcast’s online TV portal play.
What about you? Are you a Hulu.com junkie yet? Are you doing just TV or have you browsed any of the hundreds of movies? I’m hooked on both. I’ve watched over 3 hours of video just on Hulu this week alone. That puts me squarely in the most engaged online viewer category and I have Hulu to blame.