Hulu’s Unbelievable Month

Ariel Ariel
10/1/21

This is a single insight from This Week in Apps #81 - Gotta Be Original. Check out the full article for more insights.


I look at streamers fairly often, and most of the attention goes to HBO Max and Disney+, the two fairly new apps that have taken mobile by storm. Where storm = revenue.

But there's another player that's been quietly holding on to the 3rd spot for a very long time. That's Hulu.

Hulu has been around for as long as I can remember and while it's always been there and growing its earnings steadily, you rarely hear about it. That's because it's not as aggressive with its original content. But! That seems to be changing, and it's showing results.

In September, the streamer saw its largest growth, by absolute numbers, in its entire existence. According to our estimates, Hulu earned $19.4M of net revenue in the U.S. App Store in September. It earned $16.6M in August, which was already higher than July's $15.8M haul. And this is all net, meaning after they pay Apple their 15%/30% fee.

Go go original content! The name of the game is original content, loads and loads of original content. Now more than ever. We can see that those that get it will succeed. The real question is whether original movies and original TV shows will offer the same growth with the mobile crowd.

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All figures included in this report are estimated. Unless specified otherwise, estimated revenue is always net, meaning it's the amount the developer earned after Apple and Google took their fee.


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