Old Content:

Hulu Needs Microsoft

April 11, 2009 by Kyle Brady
Tags: Hulu, Microsoft, Netflix, Online Video, Video, XBOX360
As required by the FTC, a Full Disclosure is available - this piece adheres to the Code of Ethics

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My idea is not as evil as it sounds.  Granted, Microsoft is campaigning to change their image, and their driven nature scares me, but that's a different story for another day.

I've mentioned Hulu here before, in a plea for them to help networks understand the importance of their service, and their response (although in hindsight, Dollhouse sucks and deserved to be canceled).  And we've all heard about how Netflix's streaming video service boomed after being available on the XBOX360 network.

Personally, I prefer to watch Netflix streaming movies on my TV/couch setup than on my computer/chair setup, and I'm sure many other people feel the same.  In fact, I even feel like I get better quality through my XBOX than my actual computer!  (Note:  "differing quality based on device" is a legitimate claim.)

But my point is this:  Hulu has seen great growth, but they're going to reach a point where the geek-circles are saturated with the use of the service, and they're going to need to expand.  Both to continue growth of the userbase, as well as find more (and better) advertiser dollars.

And the XBOX network is a perfect way to do that.

If there was a Hulu application on my XBOX, I would use it even more than I watch Hulu on my computer now.  Even if it had limiting features (like Netflix), such as only watching content, not browsing, I would still love it.  And I'm willing to bet that's something they'd see across the board.

Additionally, they'd have access to a userbase that's not necessarily the same as they currently have, since the "gaming nerds" are typically separated from "computer geeks" in terms of digital interests, as well as those "weekend gamers" in their 30's and 40's.

It all comes down to where people would prefer to view their content, and the answer is almost always going to be "on TV, sitting on a couch" over a computer... having a method for Hulu to do this is crucial.

So, Hulu, please start talks with Microsoft to make a deal.

They'd get more "street cred", and we'd get a bucket full of awesome.

Thanks.

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Update (4/11/2009 7:15pm PST): As "the3rdsam" points out below, Netflix obviously had connections to get the cross-platform distribution deal with Microsoft (which I didn't previously know).  But as I say in the reply, they were a good test case... we'll probably see this happen again with other people, or similar concepts, even if they're less connected.  The vehicle was tested and found successful, now it's time for the mainlining.

Update (4/12/2009 2:30pm PST): I got a response from Varun at Hulu about this post/idea-

We're focused on the free streaming experience on the computer today, but our overall mission at Hulu is to help people find and enjoy great content when, where and how they want. That means we’re continually listening to user feedback and evaluating new technologies to develop new experiences for users to enjoy Hulu.

To me, that sounds like dancing around the subject.  Maybe something's already in the works?

Old Content posts are leftovers from a less structured, less civilzed era that are kept for posterity.
Kyle can be found on Twitter and MySpace, or reached via email.