Are Hulu’s Days Numbered?
While only a year or two ago, dreams of a cable cut and personalized video viewing future tantalized users across the web, that future may be in doubt. This past weekend, several networks, including NBC, TNT, and TBS have released dedicated apps that would deliver content, including full episodes to mobile devices including the iPad and the iPhone. This follows in the footsteps of ESPN and HBO, which were among the first to officially sanction and replicate the TV viewing experience on a portable device.
The big question is, where does this leave Hulu? Hulu, the unwanted child of NBC, FOX, and ABC, was created by these networks to address the matter of online piracy. Yet, despite its successes, the networks seem to do all they can do to handicap the service. Mobile (non-desktop browsers) is restricted to the paid Hulu Plus model. A month ago, FOX announced plans to implement an eight day delay on new episodes. Other networks are expected to follow suit. It seems like Hulu is being made to look less appealing by the day. Now the next nail on the coffin has been placed.
Hulu Plus: Payment Required
As of this weekend, NBC has done what it’s denied Hulu for years – a free mobile viewing experience. While networks have historically seen broadband and mobile as a threat to their established video models (traditional television), they are starting to see the opportunities. Now it’s just a matter of gaining full control. With a dedicated app, NBC once again regains control of all advertising (and profits) to their content. It may only be a matter of time before the other broadcast networks (FOX, ABC, CBS) follow suit.
NBC in full control
While viewers may rejoice in the free content NBC is providing, the cable networks, including Turner (TNT/TBS), have restricted mobile access to verified users only. In short, video is only available to those who subscribe to cable. There goes the thought of cord-cutting. ESPN and HBO have already done the same. One interesting note – Time Warner Cable is not among the options for verification for the Turner app – could this be a response to Time Warner’s first move of their streaming video app? If so, this could strike a blow perhaps to both parties, as consumers have already started complaining on the lack of access (While the NBC app has a full five star rating, the TNT and TBS apps are barely halfway). Still, the bigger issue is – that initial hope of cord cutting, at least for the moment, may have just been dashed.
All about leverage
Until cable companies find a way to monetize individual content and feel secure about offering a streaming-only option apart from any traditional TV subscription models, consumers will remain stuck to their cords and contracts. If anything, in the past few years, media, whether TV, print, or even gaming, has slowly shifted back from free and unrestricted to those traditional subscription models so many have hoped to move away from. So for now, that dream of a network-less future, where one builds a personalized channel based on favorite shows and programs will have to wait just a bit longer. Maybe much longer.
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