2. Education
“There are many ways to look at
my bio and think it makes no
sense what I’m doing”
BS in electrical engineering
(Carnegie Mellon, 1987)
BS in Russian Studies (United
States Military Academy, 1990)
MBA at Harvard Business School
(1997)
3. Early Career
Began in U.S. Army
Captain in Armored Cavalry
VP, CRM OnDemand Operations
and Customer Care at Siebel
Systems
Software company involved in
customer relationship
management applications
VP, CRM OnDemand Operations
at Oracle Corporation
American multinational computer
technology corporation
4. Television Industry Before Hulu
While online streaming was
available via subscription sites like
Netflix, no options were using the
broadcast television model
Subscription services charged with
no ads
No legal way of streaming
episodes before a season was
released for free
In 2007, most broadcasting
companies didn’t offer streaming
on their websites
5. The Idea Behind Hulu
Website and subscription service
offering ad-supported on-
demand streaming video of TV
shows, movies, webisodes and
other new media, trailers, clips,
and behind-the-scenes footage
from NBC, Fox, ABC, TBS, and
many other networks and studios
Currently 480 content companies
Free unless subscribed to Hulu
Plus
Streams episodes before full
season is released
6. How Hulu Started
Venture announced in March
2007 with “initial distribution
partners”
AOL, FaceBook, MSN
Jason Kilar named CEO in June
2007
Andy Forssell named Senior Vice
President of Content in June 2007
The name “Hulu” was chosen in
August 2007 when the website
went live with no content
Launched with public access in
U.S. in March 2008 after beta
testing
7. How Hulu Started
Began advertising campaign
during the Super Bowl XLIII in
2009
“Alec in Huluwood”
http://www.hulu.co
m/adzone/55719
8. How Hulu Started
By January 2010, Hulu has 903
million video streams
Second only to YouTube
Owners
NBCUniversal Television Group
Fox Broadcasting Company
Disney-ABC Television Group
Business model is same as
broadcast networks
Offer compelling content
Build audience
Sell ads based on audience
volume
9. Hulu Plus
Monthly subscription service
launched in June 2010
Still contains commercials
Full seasons and more episodes
of shows already available on
Hulu
$8 a month (same as Netflix)
10. Hulu Today
Andy Forssell takes over Jason
Kilar’s position as CEO
Has made $700 million in revenue
Plans of global service
Only available in U.S. and Japan
Began as website, now available
as an app for mobile devices
Hulu Plus gives first-party access
to a variety of Blu-Ray players,
Internet-connected televisions,
game consoles, etc.
11. Andy Forssell’s Legacy
Integral in helping Hulu grow from
two content partners and no
revenue to over 480 content
partners and $700 mil in revenue
today
Responsible for multi-year
licensing deal with CBS to bring
their programming to Hulu Plus in
2010
Led the charge into bringing
original programming to Hulu
Built the distribution business for
both Hulu and Hulu Plus
12. Andy Forssell’s Legacy
His work with increasing content
partners and directing distribution
allowed Hulu to grow into the first
and most successful online
streaming website based on the
broadcasting model
His company proved that major
network television was willing to
offer its services for free with ads
Forssell’s model for advertising
was innovative
AdSwap
Interactive advertising
13. What Now?
Hulu’s revenue is expected to
drop in the next year
Rumors of Forssell selling the
company
Now that major broadcasting
networks allow free streaming on
their own sites, TV in general is
becoming more accessible and
free of charge
Major factor to Hulu’s decline
Hulu Plus can’t compete with
Netflix at same price when Hulu
Plus still streams ads
14. But…
Forsell’s impact on the television
industry was eye-opening
Audience will withstand
advertising if it means free
streaming
Television is shifting to worldwide
accessibility at almost no cost
Today’s generation prefers binge-
watching a series instead of
dealing episodes out per week
Proved a force to reckon with
against subscription services
In short, Andy Forssell’s work with
Hulu proved that TV viewers, like
all consumers, prefer maximum
accessibility at minimum cost
And advertising fell second in
importance to these two factors
15. Bibliography
"Andy Forssell." CrunchBase. N.p., n.d. Web. 23 July 2013.
"Andy Forssell." LinkedIn. N.p., n.d. Web. 23 July 2013.
Callahan, Renee H. "Hulu Is A Big Hit." Forbes. Forbes Magazine, 22 Jan. 2009.
Web. 23 July 2013.
"Hulu's Superbowl Commercial." YouTube. YouTube, 01 Feb. 2009. Web. 23 July
2013.
LaPorte, Nicole. "An Exclusive Look At Andy Forssell's Vision For Hulu | Fast
Company | Business Innovation." Fast Company. N.p., 15 Mar. 2013.
Web. 23 July 2013.
Meyers, Cynthia B. "Changing Industry Views of Audience Toleration of
Commercials: Hulu v. Netflix." Academia. N.p., 2 Mar. 2013. Web. 23
July 2013.
"More about Hulu." Hulu. N.p., n.d. Web. 23 July 2013.
Yueng, Ken. "Departing Hulu CEO Jason Kilar Announces Andy Forssell as Acting
Boss at the Video Giant." The Next Web. N.p., 14 Mar. 2013. Web. 23
July 2013.