Streaming capabilities are starting to look more like linear TV options to advertisers. Strata, a media buying and selling software company, has announced it will partner with Hulu to provide an easier solution for ad buyers who want to reach a streaming audience.
Roku customers streamed 4 billion hours of video and music in the first six months of 2016, according to the company. Compare that with 5.5 billion hours in all of 2015. Additionally, there are over 10 million active Roku accounts using either the physical device or one of the 12 percent of smart TVs currently powered by Roku.
Hulu and Netflix have become the cereal aisle of streaming services. There are thousands of options for thousands of different tastes. And with the influx of original content available, advertisers are worried how that will affect sales for more traditional TV shows.
Two weeks after revealing that its upcoming stand-alone streaming service would be priced $4 less than HBO Now, Showtime has announced that it will be even cheaper for Hulu subscribers.
For the last six months, Hulu has taken one big swing after another as it tries to close the gap with Netflix and Amazon.
Cablevision has reached an agreement with Hulu to offer the company's streaming subscription service, Hulu Plus, to Optimum customers, making it the first cable or satellite provider to distribute the VOD content.
When Hulu launched in 2008, the ad-supported streaming service wasn't a big priority for owners Fox, Disney and NBC. "It was like, if the ship is going to blow, at least we have an escape pod, but we don't want to equip this escape pod so well that everyone would prefer it to being on the ship with us," Forrester analyst James McQuivey put it.
Netflix struck a streaming coup last month when it added every episode of Friends, then scored another win this month by adding the first five seasons of M*A*S*H. So what's left? A surprising number of modern classics are still padlocked under pay-per-episode arrangements, meaning they could (and likely will) come to streaming services like Netflix, Hulu or Crackle.
The TV dominance of cable and satellite seems to be eroding quickly this year, as more and more content becomes available on streaming services or for purchase a la carte.