Andy Forssell
CEO of Hulu
Education
 “There are many ways to look at
my bio and think it makes no
sense what I’m doing”
 BS in electrical engineer...
Early Career
 Began in U.S. Army
 Captain in Armored Cavalry
 VP, CRM OnDemand Operations
and Customer Care at Siebel
S...
Television Industry Before Hulu
 While online streaming was
available via subscription sites like
Netflix, no options wer...
The Idea Behind Hulu
 Website and subscription service
offering ad-supported on-
demand streaming video of TV
shows, movi...
How Hulu Started
 Venture announced in March
2007 with “initial distribution
partners”
 AOL, FaceBook, MSN
 Jason Kilar...
How Hulu Started
 Began advertising campaign
during the Super Bowl XLIII in
2009
 “Alec in Huluwood”
http://www.hulu.co
...
How Hulu Started
 By January 2010, Hulu has 903
million video streams
 Second only to YouTube
 Owners
 NBCUniversal Te...
Hulu Plus
 Monthly subscription service
launched in June 2010
 Still contains commercials
 Full seasons and more episod...
Hulu Today
 Andy Forssell takes over Jason
Kilar’s position as CEO
 Has made $700 million in revenue
 Plans of global s...
Andy Forssell’s Legacy
 Integral in helping Hulu grow from
two content partners and no
revenue to over 480 content
partne...
Andy Forssell’s Legacy
 His work with increasing content
partners and directing distribution
allowed Hulu to grow into th...
What Now?
 Hulu’s revenue is expected to
drop in the next year
 Rumors of Forssell selling the
company
 Now that major ...
But…
 Forsell’s impact on the television
industry was eye-opening
 Audience will withstand
advertising if it means free
...
Bibliography
"Andy Forssell." CrunchBase. N.p., n.d. Web. 23 July 2013.
"Andy Forssell." LinkedIn. N.p., n.d. Web. 23 July...
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Andy Forssell

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Andy Forssell

  1. 1. Andy Forssell CEO of Hulu
  2. 2. Education  “There are many ways to look at my bio and think it makes no sense what I’m doing”  BS in electrical engineering (Carnegie Mellon, 1987)  BS in Russian Studies (United States Military Academy, 1990)  MBA at Harvard Business School (1997)
  3. 3. Early Career  Began in U.S. Army  Captain in Armored Cavalry  VP, CRM OnDemand Operations and Customer Care at Siebel Systems  Software company involved in customer relationship management applications  VP, CRM OnDemand Operations at Oracle Corporation  American multinational computer technology corporation
  4. 4. Television Industry Before Hulu  While online streaming was available via subscription sites like Netflix, no options were using the broadcast television model  Subscription services charged with no ads  No legal way of streaming episodes before a season was released for free  In 2007, most broadcasting companies didn’t offer streaming on their websites
  5. 5. The Idea Behind Hulu  Website and subscription service offering ad-supported on- demand streaming video of TV shows, movies, webisodes and other new media, trailers, clips, and behind-the-scenes footage from NBC, Fox, ABC, TBS, and many other networks and studios  Currently 480 content companies  Free unless subscribed to Hulu Plus  Streams episodes before full season is released
  6. 6. How Hulu Started  Venture announced in March 2007 with “initial distribution partners”  AOL, FaceBook, MSN  Jason Kilar named CEO in June 2007  Andy Forssell named Senior Vice President of Content in June 2007  The name “Hulu” was chosen in August 2007 when the website went live with no content  Launched with public access in U.S. in March 2008 after beta testing
  7. 7. How Hulu Started  Began advertising campaign during the Super Bowl XLIII in 2009  “Alec in Huluwood” http://www.hulu.co m/adzone/55719
  8. 8. How Hulu Started  By January 2010, Hulu has 903 million video streams  Second only to YouTube  Owners  NBCUniversal Television Group  Fox Broadcasting Company  Disney-ABC Television Group  Business model is same as broadcast networks  Offer compelling content  Build audience  Sell ads based on audience volume
  9. 9. Hulu Plus  Monthly subscription service launched in June 2010  Still contains commercials  Full seasons and more episodes of shows already available on Hulu  $8 a month (same as Netflix)
  10. 10. Hulu Today  Andy Forssell takes over Jason Kilar’s position as CEO  Has made $700 million in revenue  Plans of global service  Only available in U.S. and Japan  Began as website, now available as an app for mobile devices  Hulu Plus gives first-party access to a variety of Blu-Ray players, Internet-connected televisions, game consoles, etc.
  11. 11. Andy Forssell’s Legacy  Integral in helping Hulu grow from two content partners and no revenue to over 480 content partners and $700 mil in revenue today  Responsible for multi-year licensing deal with CBS to bring their programming to Hulu Plus in 2010  Led the charge into bringing original programming to Hulu  Built the distribution business for both Hulu and Hulu Plus
  12. 12. Andy Forssell’s Legacy  His work with increasing content partners and directing distribution allowed Hulu to grow into the first and most successful online streaming website based on the broadcasting model  His company proved that major network television was willing to offer its services for free with ads  Forssell’s model for advertising was innovative  AdSwap  Interactive advertising
  13. 13. What Now?  Hulu’s revenue is expected to drop in the next year  Rumors of Forssell selling the company  Now that major broadcasting networks allow free streaming on their own sites, TV in general is becoming more accessible and free of charge  Major factor to Hulu’s decline  Hulu Plus can’t compete with Netflix at same price when Hulu Plus still streams ads
  14. 14. But…  Forsell’s impact on the television industry was eye-opening  Audience will withstand advertising if it means free streaming  Television is shifting to worldwide accessibility at almost no cost  Today’s generation prefers binge- watching a series instead of dealing episodes out per week  Proved a force to reckon with against subscription services  In short, Andy Forssell’s work with Hulu proved that TV viewers, like all consumers, prefer maximum accessibility at minimum cost  And advertising fell second in importance to these two factors
  15. 15. Bibliography "Andy Forssell." CrunchBase. N.p., n.d. Web. 23 July 2013. "Andy Forssell." LinkedIn. N.p., n.d. Web. 23 July 2013. Callahan, Renee H. "Hulu Is A Big Hit." Forbes. Forbes Magazine, 22 Jan. 2009. Web. 23 July 2013. "Hulu's Superbowl Commercial." YouTube. YouTube, 01 Feb. 2009. Web. 23 July 2013. LaPorte, Nicole. "An Exclusive Look At Andy Forssell's Vision For Hulu | Fast Company | Business Innovation." Fast Company. N.p., 15 Mar. 2013. Web. 23 July 2013. Meyers, Cynthia B. "Changing Industry Views of Audience Toleration of Commercials: Hulu v. Netflix." Academia. N.p., 2 Mar. 2013. Web. 23 July 2013. "More about Hulu." Hulu. N.p., n.d. Web. 23 July 2013. Yueng, Ken. "Departing Hulu CEO Jason Kilar Announces Andy Forssell as Acting Boss at the Video Giant." The Next Web. N.p., 14 Mar. 2013. Web. 23 July 2013.

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