Out of the top three platforms in the US — Netflix, Amazon, and Hulu — the last of the three has always been considered an underdog. Despite the recent success of its original programming like “The Handmaid’s Tale,” which recently won an Emmy for outstanding drama series, the platform has struggled to break away from this stigma. But the streaming service, whose parent companies include Turner Broadcasting Systems, NBCU, and 21st Century Fox, has slowly been chipping away at the hearts and minds of younger audiences. While Netflix’s demographic is dominated by 25–44 year olds, Hulu has a much diverse following. Although the company’s largest audience is older Millennials (25–34), the streaming service pulls a higher percentage of young millennial subscribers (18–24) than Netflix and Amazon, and its current strategy seems to be focused on continuing to attract this growing demographic.
Recently, Hulu partnered with Spotify to offer qualifying college students a $4.99 bundle that included both of the services and three things younger generations love — movies, music, and a deal — now, Hulu has taken another step to future proof its business by becoming the first streaming service to be offered on the Nintendo Switch, a gaming console dominated by the 19-34 year-old males. This presents an opportunity for the company to not only expand its younger following, but to attract a male audience to the service, which is skewed towards a female demographic, according to a 2017 Hitwise Industry Trends & Audience Analysis Report. According to Nintendo 90% of Switch owners are male.
“We are very proud to announce that Hulu is the first US streaming entertainment service to debut on Nintendo Switch!” Hulu wrote in a blog post. “Beginning later today, Hulu subscribers will now be able to use their Nintendo Switch to stream all of their favorite TV whether they’re at home or on the go.”
The Switch has been one of the Nintendo’s best selling consoles to date. After another strong quarter, the gaming company is now aiming to sell 14 million units by the time the console turns one year old (March 2018), that’s up from 10 million it aimed for previously. If Nintendo hits its mark, that would mean the Switch could best its predecessor’s (the Wii U) lifetime sales in a single year.
The mobility of the console, which can function as a handheld model, also allows its users to take it anywhere they go, providing Hulu with the ability to go along for the ride. Though Hulu is already available on cell phones, the Switch offers a much larger screen comparable to that of a smaller tablet.
The Hulu app is part of list of new releases for Nintendo’s Switch console eShop available today. The app should go live with the rest of the eShop updates when the store refreshes its content.