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Case Study Analysis
By Nicole Raymond
2007
The Unnamed Company
Founders
2008
 Beta Release
2009
 40 million unique viewers
Customers
 Content Owners
 Users
 Advertisers
Advertising
Strategy
Standard Format
Premium Format
Exclusive Format
15-30 sec. spots + banners that link directly to adve...
Ad Selector
Problem
Alternative #1
 Keep It Free Model
Alternative #1 (cont.)
Alternative #2
 Subscription model
Alternative #2 (cont.)
How to Price
Alternative #2 (cont.)
Ad Effectiveness
Alternative #3
 If you can’t beat ‘em, join ‘em.
Alternative #3 (cont.)
Customer Loyalty
Content
Owners
Users &
Advertisers
HULU
Cable
Subscribers
Advertisers
?????????
TV...
Recommendation (Combo
Alternative #1 and Alternative #2)
Hulu should move to a free and subscription model.
 New revenue ...
2014
Subscription Pricing
Likely Outcome
 More Original / Exclusive Content
Any Questions?
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Case Study Analysis for Hulu by Nicole Raymond

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This is a Case Study Analysis I completed for Digital Media (ie: Social Media Marketing), an Entertainment Business Course at Los Angeles Film School. I really enjoyed reading about the company Hulu and have since been a subscriber. I look forward to watching the future unfold for the entertainment businesses who are moving towards an OTT service platform.

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Case Study Analysis for Hulu by Nicole Raymond

  1. 1. Case Study Analysis By Nicole Raymond
  2. 2. 2007 The Unnamed Company
  3. 3. Founders
  4. 4. 2008  Beta Release
  5. 5. 2009  40 million unique viewers
  6. 6. Customers  Content Owners  Users  Advertisers
  7. 7. Advertising Strategy Standard Format Premium Format Exclusive Format 15-30 sec. spots + banners that link directly to advertisers site. “Brought to you by…” in-stream before content begins + canvas ad Ad Selector feature lets users choose their favorite ads. Or long ad segment before content, or scattered throughout.
  8. 8. Ad Selector
  9. 9. Problem
  10. 10. Alternative #1  Keep It Free Model
  11. 11. Alternative #1 (cont.)
  12. 12. Alternative #2  Subscription model
  13. 13. Alternative #2 (cont.) How to Price
  14. 14. Alternative #2 (cont.) Ad Effectiveness
  15. 15. Alternative #3  If you can’t beat ‘em, join ‘em.
  16. 16. Alternative #3 (cont.) Customer Loyalty Content Owners Users & Advertisers HULU Cable Subscribers Advertisers ????????? TV Everywhere
  17. 17. Recommendation (Combo Alternative #1 and Alternative #2) Hulu should move to a free and subscription model.  New revenue streams  Ad revenue model still intact  Keep the users happy who wouldn’t pay for the service.  Options for service pricing for limited ads/ premium content  Funds generated to create Original content.
  18. 18. 2014
  19. 19. Subscription Pricing
  20. 20. Likely Outcome  More Original / Exclusive Content
  21. 21. Any Questions?

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