CASE STUDY ANALYSISMIS5001

Analysis by: Stephanie Curry

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Key Stakeholders

Distribution Partners: Content Owners▪ Studios▪ Production Companies ▪ Networks▪ Third Parties

STAKEHOLDERS ANALYSIS

Partnership: Capital Holders▪ NBCUniversal (Comcast) (Joint Venture 2007)▪ NewsCorp (21st Century Fox) (Joint Venture 2007)▪ The Walt Disney Company (Disney-ABC Television Group) (2008)▪ Time Warner (Turner Broadcasting System) (2016)

Leadership:▪ CEO: Jason Kilar (2007-2013)▪ CEO: Mike Hopkins (present)▪ CTO: Eric Feng (2007-2010) ▪ CTO: Tian Lim (present)

Benefactors:Consumers:Viewers looking for best streaming product

Advertisers: Targeting and interacting with consumers by implementing an effective advertising experience

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Customer Experience:▪ Account required-but

completely free to users▪ Ability to manage viewing

experience ▪ Video que’s allowed for

storage of videos for viewing at a later time

▪ Interaction with other users via discussion boards and shared interest

Site Design:▪ Easy navigation throughout site ▪ Video streaming through web browsing

vs. downloads or special plug-ins▪ Intuitive and free of clutter ▪ Content sharing ( easily embed Hulu

content on blogs, social networks, and other sites)

The Pay Off:Hulu saw rapid growthStemming from April 2008-May 2009 with viewership growing from 7,000 (May 2008) to 40,000 (May 2009) with a drop in June 2009 to 37,000 Unique Viewers

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SYSTEM OF INTEREST:

THE USER EXPERIENCE

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Ecosystem: Strengths and Weaknesses

Powered byPowered by

Free Service

Share Applications

Current TV Programs

(Next Day)

Free with cable service

Premium Content

Live Streaming

Limited Content (due to licensing)

Networks Opposition (keeping content exclusive to their own platforms)

Must have cable subscription

Same advertising load as traditional

TV

SYSTEMS THINKING

THE RICH (BIG)

PICTURE

Hulu’s FocusCreating a system

that each stakeholder loved

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Users

AdvertisersContent Owners

More Revenue Share

LessAdvertisement

More Content

Optimal Advertisement

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STAYING COMPETITIVE

Hulu might want to think of adding to their model offering a yearly subscription (no contract) with a slight discount of monthly fees

Provide more original content and find the capability to provide all episodes of original content for “binge” niche

Partnering with internet service provider possibly third party or maybe Verizon

Free Subscription (2009 Model)

Monthly Subscription Model $$ (2017 Model)

Tiered Platform|Premium Add-ons

Yearly Subscription added to

Monthly Subscription Model $$ (The Future)

A NEW COMPETITIVE SYSTEM

SUBSCRIPTION MODEL TIER: 2009-FUTURE

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Works Sited:

Elberse, A., & Gupta, S. (2010). Hulu: An Evil Plot toDestroy the world? Boston: Harvard Business School Press.

About Hulu-Hulu Press Site (2017).About Hulu: hulu.com

Schonfeld, Erick. “Hulu Versus TV Everywhere: What Happens After The Comcast-NBC Merger Is Complete?” TechCrunch, TechCrunch, 29 Mar. 2010, techcrunch.com/2010/03/29/hulu-tv-everywhere-comcast-nbc/.