For Hulu and Viacom, expanded partnership is a win-win

If doubts still ‘circle Viacom, the vanguard of yesteryear,’ the company has at least been making a recent series of smart moves.

Yesterday, Viacom and Hulu expanded their partnership, granting the latter the exclusive SVOD rights to Viaocm’s most popular shows, including: Inside Amy Schumer, Broad City, and Faking It, among others. Full episodes of late night shows like The Daily Show will continue to be available the next day, and select current shows will be available same day (on delay after the linear premiere).

More, the deal also gives Hulu an exclusive set of programming from Nickelodeon. As we’ve written before, kids programming is the next great battleground in OTT, with Amazon and Netflix standing a lot to gain by producing content for children. Nickelodeon has suffered mightily as a result, but this expanded partnership is beneficial for both Nickelodeon and Hulu. For Nickelodeon, it gives them access to a streaming platform with plenty of existing users; for Hulu, it puts them on the same playing field as Amazon and Netflix without having to invest in original content production.

The deal includes new series like Teenage Mutant Ninja Turtle and Rabbids Invasion along with classic series like Doug and Rugrats.

“We are thrilled to be expanding our successful relationship with Hulu as they continue to build an even bigger and better service for subscribers and our passionate viewers,” said Philippe Dauman, Viacom President and CEO. “Hulu has been a great partner for Viacom for many years. They have a commitment to their customers and brand partners and value how Viacom’s popular range of youthful brands and programs create a better experience for Hulu users. We also value the promotional and marketing support they provide for our brands and shows.”

After years of mild success, Hulu, in just the last year, has negotiated a series of exclusive partnerships and SVOD rights to some of the best shows, new and old. In doing so, it has become for cord cutters and cord supplementers the Netflix of TV.

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