Hoping to Claim Even More of the OTT Pie, Hulu Doubles Down on FX Content

Even though Hulu is an established over-the-top (OTT) content provider—hauling in more than $1 billion in 2013—the company still has its hands full, battling services like Netflix, Amazon Prime Instant Video and Sony’s Crackle.

Recent research indicates that the OTT market will more than double over the next five years, growing from $25.33 billion to $54 billion by 2019. So despite Hulu’s impressive revenue, it’s certainly likely that the company’s eying an even bigger chunk.

So how does such an OTT provider differentiate itself from its established and up-and-coming competitors? By offering exclusive content that can’t be found anywhere else.

In December, Hulu announced a partnership with FX Productions that will make the OTT provider the largest streaming repository of FX Networks’ original content—something its customers have been asking about for some time, according to Craig Erwich, Hulu’s senior vice president.

“The deal not only makes the library of premium, critically acclaimed FX Networks’ Original Series available to stream to our Hulu subscribers, but—through this new, multi-year agreement—Hulu subscribers will also have exclusive access to full seasons of new series from FX Productions coming soon from FX and FXX,” Erwich wrote in a company blog post.

Four shows, Erwich continued, will be available for streaming exclusively on Hulu: Tyrant, The Strain, Married and You’re the Worst, all of which recently wrapped up their inaugural seasons. Hulu’s adding the first seasons of those shows to its catalog prior to their second seasons debuting in 2015. In the future, new episodes will be added to the catalog once they air.

The OTT provider will also become the exclusive home of at least five additional yet-to-air FX series. Hulu will also continue streaming popular FX series like It’s Always Sunny in Philadelphia and Archer.

“This new partnership is more than just a licensing agreement with FX Productions,” Erwich wrote. “It is a groundbreaking deal that represents our commitment to our partners at FX Networks, as well as our commitment to always providing premium, in-demand content to our loyal viewers.”