NBC Universal and News Corp.'s Hulu: A Marketing 50 Case Study

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In our digitally driven world, the product itself can become its own best marketing tool. NBC Universal and News Corp. found that out with Hulu.

Before NBCU and News Corp. announced their joint venture in 2007, ad-supported TV on the web often required clunky downloads or wading through cluttered websites. Hulu CEO Jason Kilar, a former Amazon exec, was given free rein by NBCU CEO Jeff Zucker and News Corp. President Peter Chernin to offer NBC and Fox content in just about any way he saw fit. Mr. Kilar decided to use the website and the TV networks' video to feed consumers' desire to create their own material.

Mr. Kilar, 37, let consumers embed and share video, just like YouTube. But he took it a step further, allowing users to clip their favorite scenes, giving users added control of their favorite shows.

"Our mission was to help people find and enjoy the world's premium content when, where and how they want it," he says. "Also, my mother had to be proficient in it in 15 seconds or less with no help from me."

Within six months, Hulu was serving 142 million videos a month, making it the sixth-largest video site in the U.S., according to Nielsen's Video Census.
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