Brands and agencies fearful that Hulu might be mismanaged by a new owner can breathe easier, as the video site is no longer for sale. Joint owners 21st Century Fox, NBCUniversal and The Walt Disney Company today announced that they are keeping the property and pumping $750 million into it.
Hulu aggregates online television programming via more than 400 content partners, while attracting some 30 million monthly unique visitors. It’s a lucrative property—the service in 2012 took in $690 million in revenue from advertisers and paid subscribers—and one that brands are keen on compared to other digital ad formats.
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