In an effort to stand out in a crowded streaming landscape, one of the pioneers has updated its design and the way it encourages viewers and advertisers to engage with it.
Hulu, which has long been a joint venture among several media companies but controlled by Disney since 2019, said it heralded “One Hulu,” a new “cross-functional design system.” The effort is promoted in a new set of TV and online ads (see one above) as well as in outdoor and mobile advertising venues.
The main purpose of the new look is to establish Hulu as the place where viewers start their streaming experience. (Having a great live TV bundled service, Hulu + Live TV, definitely helps with that consumer suggestion). In February, Disney reported that it had 39.4 million subscribers to Hulu, with 4 million on the live bottom side, making Hulu the fifth largest U.S. pay-TV operator.
‘Bachelor’: Hulu weighs original spin-offs of dating franchise as Rob Mills gives update on elderly aliens
Meanwhile, Disney has also pushed its flagship, Disney +, as jockeys with HBO Max, Peacock, Apple TV + and a number of other new rivals to Netflix. Since the company has absorbed the many parts of 21st Century Fox that it acquired in a $ 71.3 billion deal. Dollars two years ago, Hulu has been one of the most dramatically developed subsidiaries. Since pedigree brands like FX and Searchlight joined the corporate fold, the main task has been to unite these titles with Hulu originals and make everything accessible to viewers.
After the first unveiling of this month with marketing materials and announcements across the product interface and social media, the summer will see a focus on Hulu originals. Blitz will culminate in a “drum beat in the fall around the launch of fall television,” the company said.
Advertising, a growing source of revenue for Hulu, is a key business goal. (Next month, Hulu will get a big shout out during Disney’s first pitch for media buyers.) “The green frame around Hulu acts as a ‘vessel’, the holder of precious things that help lift brand and content campaigns,” Hulu said in announcing the design update .
“Time To Have Hulu” spot features a list of Hulu talents including reality TV star Kris Jenner, USA vs. Billie Holiday star Andra Day and Los Angeles Rams football player Aaron Donald.
Hulu said it entered into a partnership with DixonBaxi on the final design approach and asked the company to assess ways it could improve its interface. The company found that younger viewers are much more likely to consider streaming services as “indispensable.” Research also showed that consumers use symbols to navigate and pull toward 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 power in branding and stands true to consumers.”