In an effort to look forward to an overcrowded stream landscape, one of the pioneers refreshed its design and the way it invites viewers and advertisers to get involved.
Hulu, which has long been a joint venture among several media companies but has been controlled by Disney since 2019, said it was launching ‘One Hulu’, a new ‘cross-functional design system’. The effort will be promoted in a new set of TV and online advertising (see one above), as well as in outdoor and mobile advertising space.
The main purpose of the new look is to establish Hulu as the place where viewers begin their streaming experience. (With a large live TV bundle service, Hulu + Live TV, it definitely helps with the consumer proposal.) In February, Disney reported that it had 39.4 million subscribers on Hulu, with 4 million on the live bundle, which Hulu the fifth largest US makes pay-TV operator.
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Disney meanwhile also has its flagship, Disney +, which along with HBO Max, Peacock, Apple TV + and a number of other new competitors will move to Netflix. As the company incorporated the many parts of 21st Century Fox that it acquired two years ago in a $ 71.3 billion deal, Hulu was one of the most dramatically developed subsidiaries. Since pedigree brands like FX and Searchlight joined the corporate group, the main task was to reconcile the titles with Hulu originals and make everything accessible to viewers.
After the first unveiling of this month with marketing materials and messages across the product interface and social media, the summer will focus on Hulu original. The blitz will culminate in a ‘fall drumming around the launch of fall TV’, the company said.
Advertising, a growing source of revenue for Hulu, is a major business objective. (Next month, Hulu will get a big shout out during Disney’s first pitch to media buyers.) “The green frame around Hulu serves as a ‘vessel’, containing precious things, to boost brand and content campaigns,” Hulu said in the launch of the design update.
The “Time To Have Hulu” spot features a list of Hulu talent, including reality TV star Kris Jenner, United States v Billie Holiday star Andra Day and Los Angeles soccer player Aaron Donald.
Hulu said it had partnered with DixonBaxi on the final design approach and asked the firm to investigate how it could improve the interface. The firm found that younger viewers were more likely to view streaming services as ‘indispensable’. Research has also shown that consumers use symbols to navigate and draw to things that move them from stress to relaxation, Hulu said. They expect Hulu to be ‘fun, modern, simple and straightforward’, adding that Hulu’s green color ‘is a source of strength in brands and that it is loyal to consumers.’