Hulu CEO Andy Forsell Talks Originals, Advertising, That Sale That Never Happened - VideoInk

Hulu CEO Andy Forssell Talks Originals, Advertising, That Sale That Never Happened

/ Sep 24, 2013

IABMixxForsell

In a one-on-one chat with Randall Rothenberg, president and CEO of the Interactive Advertising Bureau, Hulu acting CEO and SVP of content Andy Forsell said his company’s originals command 5% of viewing on Hulu. Looking into the future, Forsell was bullish, saying that he thinks Hulu originals will rise to account for 10-15% of total viewing on the video service.

Forsell also reiterated the success of “The Awesomes,” an animated superhero comedy series from Seth Meyers and Mike Shoemaker. He said the show, which Hulu recently renewed for a second season, is a top 10 show on the site. Similarly, Forsell said people are watching “Quick Draw,” a quirky western comedy set in the 1870s. He said it was also a top 10 show on Hulu and that the company is seeing that people are watching every episode, instead of watching a few and leaving. “We looked at the stats,” said Forsell. “The number watching every episode is amazing.”

That said, Forsell declined to disclose any actual data in terms of viewership for Hulu originals. When asked why, Forsell pointed to a couple of things: 1) On-demand content has a longer shelf life than linear TV, so the company will be able to aggregate a larger audience over the course of months rather than within a limited time frame; and 2) Hulu sells against aggregated audiences rather than individual shows.

“It’s natural for people to ask for ratings,” said Forsell. “When people are desperate for ratings, it goes back to the old way of aggregating audience. We don’t want to put the pressure on any one show to aggregate an audience.” He said that Hulu can be more patient than TV networks and will look to aggregate audience across many shows. “‘The Awesomes’ has done well,” added Forsell, “but we can market [the show] in a way where we can build an audience over the first year. I guarantee that show is going to continue to perform well for six more months.”

That was a major throughline for the speech as Forsell said Hulu reaches an aggregated audience of 80 to 90 million people across Hulu and Hulu Plus “every few quarters.” With its original programming, the goal for Hulu is to give audiences another reason to keep on coming back to the site.

As for competition, Forsell said he does not see a lot of direct competition with its owners. Maybe in five years that will be the case, but right now it’s not an issue. Additionally, while he considers Netflix as competition in terms of being another content buyer, he says it’s not as “head-to-head as most people would think, though we certainly run into them.” At the end of the day, Forsell claimed that Hulu is not missing out on any programming pitches it wishes it had seen.

Rothenberg did open the conversation with a question about Hulu’s second attempt at a sales process, which earlier this summer ended like the previous one did, with no sale. Forsell acknowledged that he can’t say it wasn’t a distraction, but simply credited his team for “keeping their heads down” and staying focused. He didn’t mention what many are claiming to be an exodus of executives at the company.

Tags: , , , , , , ,


MeandHer

CNE Brings The New Yorker to The Scene

Zealot Networks

Danny Zappin’s Zealot Networks Buys Content Licensing Firm...

tumblr_480x400

VHX Now Has a Video ‘Library’ and Mobile App

hulu4

Hulu Nabs Exclusive SVOD Rights to a Lot of FX Shows

Vevo01

Vevo Arrives on Xbox One as Its App Viewership Spikes in 2014

Cameron Dallas Expelled

Cameron Dallas Movie ‘Expelled’ Tops iTunes

Johnny Dynamo

WATCH THIS: Indie Series ‘Johnny Dynamo’ Is Back on...

AllTime10s

Diagonal View Teams with BuzzMyVideos to Bring Popular YouTube...

TheCreatorShow

YouTube Has a New Show to Spotlight Creators and New Features

YouTubeMusical_DD

YouTube Music Night: Meet Your 2015 Musical Obsessions

DIY_Selfie

YouTubers Dispense Music-Video Style Tips in New Vevo Series

netflixTV

Netflix Scores Huge Pay-TV Deal with Dish Network

Legendary 2

Legendary Names Carlos Sanchez VP of Distribution for Latin America

NATPE

NATPE Promotes Jordan Ryder to Oversee All Event Programming

21st Century Fox

21st Century Fox to Buy Interactive Video-Ad Startup True[x]

Channel Frederator Network

Channel Frederator Network Continues to Grow

Marriott International

Marriott Inks More YouTube Talent Deals, Casts First Short Film

TerryCrews

Terry Crews to Host Jukin Media’s ‘World’s...

OITNB_Alist

Seen Any Good Movies Lately? Netflix on Android Has

bryant_hernandez

Esquire to Release New Golf Series on Digital Before TV Premiere

NBCDigital

NBC to Stream Live on Digital, but Don’t Celebrate Just Yet

resurrection

Hulu Nabs Exclusive Rights to More TV Shows from Disney/ABC

Gaming_Zefr

Video Games Are the Dominant Trend on YouTube

5ViewerShipTips

Annual MIPLab Video Startup Competition Is Now Accepting Submissions

NewsToKnow

Tuesday 12.16.2014: News to Know

onlinevideo

Video Distribution Network Rightster Names New CFO

PopcornFix

Movie/TV Streaming Service Popcornflix Expands to Xbox One

Meg_DeAngelis_DD_01

How Meg DeAngelis Went from Amateur Gymnast to YouTube Star

Shift_MSNBC

MSNBC Debuts New Video Hub to Grab More Online Viewers

RobotActor

Wired Debuts Mockumentary Series Starring Summer Glau

vice

Vice to Remain in ‘Deal Mode,’ Hires James Schwab to...

flula

YouTube Star Flula Borg Signs with UTA

IAWTVawards

IAWTV Partners with NAB Show, Moves Annual Awards Show to April

NewsToKnow

Monday 12.15.14: News to Know

cracklelogo

Crackle Delays Release of ‘The Throwaways’ Amid Sony...