case study analysis mis5001 analysis by: stephanie curry
TRANSCRIPT
Key Stakeholders
Distribution Partners: Content Owners▪ Studios▪ Production Companies ▪ Networks▪ Third Parties
STAKEHOLDERS ANALYSIS
Partnership: Capital Holders▪ NBCUniversal (Comcast) (Joint Venture 2007)▪ NewsCorp (21st Century Fox) (Joint Venture 2007)▪ The Walt Disney Company (Disney-ABC Television Group) (2008)▪ Time Warner (Turner Broadcasting System) (2016)
Leadership:▪ CEO: Jason Kilar (2007-2013)▪ CEO: Mike Hopkins (present)▪ CTO: Eric Feng (2007-2010) ▪ CTO: Tian Lim (present)
Benefactors:Consumers:Viewers looking for best streaming product
Advertisers: Targeting and interacting with consumers by implementing an effective advertising experience
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Customer Experience:▪ Account required-but
completely free to users▪ Ability to manage viewing
experience ▪ Video que’s allowed for
storage of videos for viewing at a later time
▪ Interaction with other users via discussion boards and shared interest
Site Design:▪ Easy navigation throughout site ▪ Video streaming through web browsing
vs. downloads or special plug-ins▪ Intuitive and free of clutter ▪ Content sharing ( easily embed Hulu
content on blogs, social networks, and other sites)
The Pay Off:Hulu saw rapid growthStemming from April 2008-May 2009 with viewership growing from 7,000 (May 2008) to 40,000 (May 2009) with a drop in June 2009 to 37,000 Unique Viewers
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SYSTEM OF INTEREST:
THE USER EXPERIENCE
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Ecosystem: Strengths and Weaknesses
Powered byPowered by
Free Service
Share Applications
Current TV Programs
(Next Day)
Free with cable service
Premium Content
Live Streaming
Limited Content (due to licensing)
Networks Opposition (keeping content exclusive to their own platforms)
Must have cable subscription
Same advertising load as traditional
TV
SYSTEMS THINKING
THE RICH (BIG)
PICTURE
Hulu’s FocusCreating a system
that each stakeholder loved
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Users
AdvertisersContent Owners
More Revenue Share
LessAdvertisement
More Content
Optimal Advertisement
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STAYING COMPETITIVE
Hulu might want to think of adding to their model offering a yearly subscription (no contract) with a slight discount of monthly fees
Provide more original content and find the capability to provide all episodes of original content for “binge” niche
Partnering with internet service provider possibly third party or maybe Verizon
Free Subscription (2009 Model)
Monthly Subscription Model $$ (2017 Model)
Tiered Platform|Premium Add-ons
Yearly Subscription added to
Monthly Subscription Model $$ (The Future)
A NEW COMPETITIVE SYSTEM
SUBSCRIPTION MODEL TIER: 2009-FUTURE
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Works Sited:
Elberse, A., & Gupta, S. (2010). Hulu: An Evil Plot toDestroy the world? Boston: Harvard Business School Press.
About Hulu-Hulu Press Site (2017).About Hulu: hulu.com
Schonfeld, Erick. “Hulu Versus TV Everywhere: What Happens After The Comcast-NBC Merger Is Complete?” TechCrunch, TechCrunch, 29 Mar. 2010, techcrunch.com/2010/03/29/hulu-tv-everywhere-comcast-nbc/.