Hulu Rolling Out Binge Ad Format This Year, Making Original Food Shows With Chrissy Teigen

Streaming service orders Nicole Kidman series based on book from Big Little Lies author

As Hulu’s subscriber base expands yet again, to 28 million, the streaming service is rolling out a new ad format that its broadcast and cable peers can’t compete with: an offering specifically targeted at binge viewing.

The streaming service revealed the new offering—which it calls the industry’s first binge advertising experience—today at its NewFronts event, held at the New York location that bears its name: Hulu Theater at Madison Square Garden.

During the celeb-packed event—which included appearances from George Clooney, Reese Witherspoon, Chrissy Teigen, Kate McKinnon and Mindy Kaling—Hulu also unveiled plans to create a food vertical with  Teigen and chef David Chang, ordered a new series starring and produced by Nicole Kidman based on a book from Big Little Lies author Liane Moriarty, picked up two new Marvel live-action shows and greenlit a limited series starring Saturday Night Live’s McKinnon as disgraced



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