Hulu is one of the most popular streaming services in the United States, but the company is now looking to expand its global reach. In recent years, Hulu has been developing its regional strategy to bring its service to new locations and tap into new audiences. In this guest blog, we’ll look at how Hulu is expanding its global location reach.
Background: Hulu’s Domestic Success
Before we dive into Hulu’s global expansion, it’s important to note the company’s domestic success. Hulu was launched in 2008 as a joint venture between NBCUniversal, Fox Entertainment, and Disney. Since then, the streaming service has become famous for TV shows, movies, and original content. Hulu has over 41 million subscribers in the United States and has consistently been one of the top streaming services in the country.
Expanding to Japan
In 2011, Hulu launched its first international expansion by entering the Japanese market. The company partnered with Japanese telecommunications company NTT Docomo to bring its service to Japan. Hulu Japan offers a similar content library to the US service, including popular TV shows and movies. However, the service also includes Japanese-language content, such as anime and dramas, to cater to local audiences.
Expanding to Canada
In 2015, Hulu announced its second international expansion by launching in Canada. Unlike the Japan expansion, Hulu did not partner with a local company but found the service independently. Hulu Canada offered a similar content library to the US service, including popular TV shows and movies. However, the service also included Canadian content, such as Canadian TV shows and movies.
Retreat from International Expansion
Despite these early efforts, Hulu later retreated from its international expansion strategy. In 2016, the company announced that it would be closing its operations in Japan and selling its stake in the joint venture with NTT Docomo. Hulu cited high costs and intense competition in the Japanese market as reasons for the closure. The company also announced that it would focus on the US market and its expansion plans.
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Renewed Focus on Global Expansion
Despite the setback in Japan, Hulu has recently renewed its focus on global expansion. In 2018, the company announced expanding its service to Europe. The company has partnered with cable operator Sky to bring Hulu to the UK and other European markets. Hulu’s content library will be available to Sky customers through the Sky Q set-top box, and the service will be branded as “Hulu on Sky.” The service will offer a similar content library to the US service, including popular TV shows and movies.
In addition to its partnership with Sky, Hulu has expanded its original content offerings to appeal to international audiences. The company has produced several original series set outside of the US, such as the Australian series “The Letdown” and the British series “Four Weddings and a Funeral.” These series have been well-received by both domestic and international audiences and have helped to increase Hulu’s global appeal.
Future Expansion Plans
While Hulu’s global expansion efforts are still in their early stages, the company has big plans for the future. In a recent interview, Hulu CEO Randy Freer stated that the company is actively looking at opportunities to expand to new locations across the globe. Freer cited the company’s substantial content library and brand recognition as critical factors in its ability to expand internationally.
Challenges of International Expansion
Despite its recent success, Hulu has faced numerous challenges in expanding to new locations. These challenges include language and cultural barriers, regulatory hurdles, and competition from local streaming services.
Strategies for Successful Expansion
To overcome these challenges, Hulu has developed several strategies for successful expansion. These include partnering with local companies, adapting its content library to local tastes, and leveraging its brand recognition and marketing expertise.
The Future of Hulu’s Global Strategy
Looking ahead, Hulu’s global strategy is likely to continue to evolve. The company may expand to new regions and markets, develop more localized content, and partner with local companies. As the global streaming market grows, Hulu must stay agile and adaptable to remain competitive.
Conclusion
Hulu’s regional strategy is vital to the company’s growth plans. While the company initially struggled with its international expansion efforts, it has since renewed its focus on global expansion and is making steady progress. With its substantial content library and brand recognition, Hulu is well-positioned to become a significant player in the global streaming market.
