Why has Hulu once again jilted its suitors at the altar?

Because the trio of owners are correct… the value of the business is greater than the price anyone is willing to pay for it right now.

But the real big question is, what’s wrong with Hulu? Why is it continuing to do well, but not really blossoming on the level of Hulu?

The simple answer is, Hulu’s identity is poorly defined to the public. Start at the most basic distinction… what is the difference between Hulu and Hulu+? Answer: Hulu is an old idea that is on its way out but has a ton of attractive traffic that no one wants to throw away (some profits too) and Hulu+ is the future, but it not well defined enough at this point to define its own future.

There has been some evolution in this. Hulu started as a free browser-based tool that offered reruns of network shows. When HUlu+ came online, streaming to HDTVs, ipads, phones, etc, the amount of content that was available on both services was limited. But Hulu has refocused and it now seems that many shows from ABC, Fox, and NBC carry just the last 5 episodes of series on Hulu and the back catalog is only available with a HUlu+ subscription. But there are still networks, like ABC Family, that don’t have any presence on Hulu+. And more and more, shows that were turning up on Hulu+ are disappearing, getting paid more by other services that are cherrypicking (see: New Girl and Netflix… “Due to content rights agreements, only the five most recent episodes of New Girl will be available on Hulu Plus beginning July 1st. All previous episodes will expire June 30th.”).

Netflix, on the other hand, has been dropping content by the ton… but has everyone talking about their original programming, even when they aren’t watching it in droves (which has been true of all but House of Cards). That’s smart marketing.

What is Hulu?

It is giving value to both free and subscription customers, no doubt. But why is this product something YOU need to sign up for? If you have a DVR, you too can have the last 5 episodes of every series you like. This time of year, Hulu is dominated by Comedy Central… but not this summer, as Jon Stewart is out for 3 months and Colbert is taking long vacation periods. So there is very little new television content. And in the most recent version, there isn’t as much archive on Free Hulu and do people want to pay for it on Hulu+?

I have always felt that Hulu should just stick to being the TV version of Netflix… ubiquitous… as complete as possible. But Netflix has spent them out of that comfort zone and all the studios – including Hulu’s owners – see stream-dycation and pay-streaming paydays in this post-DVD environment as to o valuable to pass up. Hulu is always the hungriest kid at the end of the table, after all the food has been eaten as its passed down past everyone else.

Original programming is a dead end. But now, Netflix is leading that parade to that sewer. Everyrone has to do it because… uh…

Hulu tries to maintain the illusion they have been doing original programming… but they haven’t. They have been picking up international shows. Some quite good. But it’s not clear to the subscriber, much less the potential subscriber. Where is the game changing deal… like with BBC? The Beeb has a valuable cable net in BBC America, but the vast majority of content is still not coming across the pond. Delivering all of the BBC’s content to the US is a lot more sell-able play than, say Criterion Collection, which I love, but is the polar opposite of Family Guy reruns.

OR where is the deal when NBC shows are only available post-air via purchase or Hulu-Plus? Really clear. If you buy 3 or more NBC shows for your iPad each month, you’d be better off with a Hulu+ subscription. Or let it be ABC shows and with a Hulu+ subscription, you quality for WatchABC (if your market has it) and WatchESPN.

Hulu has a lot of great stuff, but there is no shape to the programming they want you to buy monthly. Netflix had the advantage of its history… huge advantage that Hulu missed the window to exploit themselves.

Yes, the reinvestment is important. But much more important than adding more and more content is becoming a dominant player in 1 or 2 areas of content… areas they can then sell to the public. That is the only happy future for this company, no matter who owns it.

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