Hulu has struck a deal to provide its $7.99-per-month Hulu Plus subscription service via Apple TV starting today, the company said.
Apple TV has previously offered movies and TV series via Netflix and iTunes, while Hulu Plus is already available on gaming consoles like Microsoft's Xbox 360 and over-the-top boxes like Roku.
But the move could help Apple build a stronger consumer proposition for its Apple TV device, which has remained somewhat of a sideline for the company.
Apple reported last week that Apple TV sales in the most recent quarter surged 170% from the equivalent period a year earlier with 1.3 million units sold. "It's still at a level we would call a hobby," CEO Tim Cook said during the company's conference call. "But we continue to pull the string to see where it takes us."
"We are not one to keep around projects that we don't believe in and so there are a lot of people here that are believers in Apple TV, and we continue to invest in it and see where it takes us," he added.
The arrival of Hulu Plus on Apple TV comes a week after Roku received a major investment by media powerhouses News Corp., British Sky Broadcasting and several other investors, which could help it become a more significant content distributor.
Hulu is offering a free one-week subscription to Hulu Plus when viewers create an account through Apple TV.