The news: Hulu reported $2.1 billion in ad revenue for the year that ended in September 2021, per a new report by Kantar.
How we got here: Over the past several years, Hulu has consistently drawn the highest share of connected TV (CTV) ad revenue, aided by its early entrance to the streaming marketplace, as well as the advantages afforded by parent companies Comcast and Disney.
Clouds on the horizon: This reliance on content provided by other companies is likely to pose serious problems for Hulu in the next few years.
The bottom line: As evidenced by the increasingly tense negotiations between streaming platforms and media companies, access to content, original or otherwise, has become a primary weapon in the streaming wars.
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