Slide1: The main reason for the decline in TV audience base is the

growth of digital media. As the Internet becomes faster & more

accessible than ever before, the end-users now choose to watch their
favorite movies and TV shows online, bypassing traditional networks
including our client.
In this part, I will describe the emergence of online TV & how it affects
traditional TV & cable networks. Then we will look closely at Hulu
represents big TV networks effort to venture into the online TV
segment.
Slide2: In terms of online TV, we recognize 4 main groups of players:
1. Online TV sites: Provide online movie/TV streaming services. Those
sites collect subscription or purchase fees => pay TV networks for
distribution rights.
2. Video sharing sites: allow uploading & streaming of videos (short
clips, music videos, vlogs)
Free, main revenue from ad.
3. Global TV like Viki & Dramafever provides streaming services for not
only English-speaking shows, but also international shows (asian
dramas, bollywood) with multilingual subtitles differentiating
themselves from general online TV sites & attract viewers with various
interests
4. Free, illegal video sites: Typically sites that provide many links to
external streaming sites, users can stream online/download for free
No guarantee of quality, risks of viruses & frequent pop-up ads
By providing rich & high quality contents, allowing streaming on
multiple devices with low/no cost, those sites have turn millions of
traditional Tv viewers into theirs customers.
Illegal sites pose big challenges for TV networks, as they are good
choice for people unwilling to spend money on copyrighted video
contents.
Slide3: As online media grow at such a rapid rate, 3 giant TV networks
(NBC, Fox, Disney-ABC) responded with the birth of Hulu - self-demand
online TV site that competes with Netflix, Amazon Prime Video &
YouTube
Hulus main sources of revenue include sales of advertising and
subscription fee from the paid version Hulu Plus

With the support from big M&E corps, by 2013 Hulu offered 2,900 TV
series from 488 content partners
With the growth of Internet connected devices, half of Hulus
subscribers were reported to stream content via devices other than
desktops (laptops, tablets, Internet TV)
Slide4: As of 2013, Hulu expects to reach 5 million subscribers & over
1000 brands advertised on-site, according to CEO Mike Hopkins on
Hulus blog.
Revenue that year was also expected to reach $1 billion, growing more
than 40% from 2012, announced Hopkins
Those would definitely be huge success for the 5-year-old company,
YET
In a world that Netflix doesnt exist
Slide5: The figure 5 millions of subscribers seems to be minor
compared to Netflixs total 30 million paid subscribers in 2013
(excluding free-trial subscribers)
According to Forbes findings,
Netflix added 10 million paid streaming subscribers in the year ending
in September 2013, more than twice what Hulu has added ever.
Given also the case that Netflix was born 3 years before Hulu
introduced its subscription service & early established its customer
base & market leader position, theres a long way to go for Hulu to
catch up with the big guy.
Slide6: Financial performance side, Netflix garners nearly even more
revenue in a single quarter as Hulu does in a year. If you look solely at
subscription revenue, the Netflix quarterly figure is the bigger number.
Slide 7: Digital media allows consumers to bypass cable providers,
thereby bypassing one main source of revenue for TV Networks. It also
makes traditional advertising less effective, thereby putting pressure
on the other main source of revenue for TV Networks
To compete in the age of digital media, major TV networks have been
investing in Hulu, expect to turn it into a market leader & generate an
alternative source of revenue. However, Netflixs still a major threat
that prevents them from achieving their goal. Kirstyn will go into more
detail about