Hulu has added Amazon Fire OTT products to the device ecosystem for its recently launched virtual MVPD service.
“When we first introduced the new Hulu experience and Hulu with Live TV (beta) in May, we launched on five platforms—Apple TV, Xbox One, iOS and Android mobile devices, and Chromecast,” said Richard Irving, head of product for Hulu on the company's blog. “Focusing on a handful of devices allowed us to learn a lot from our viewers on those devices and make many improvements over the past few weeks. Now, we’re excited to bring the brand-new Hulu to even more TV fans.”
Starting Friday, Hulu Live users will be able to watch the pay-TV service on Amazon Fire TV and Fire TV Stick devices.
“Hulu viewers who watch on these devices will be upgraded to the newly revamped user interface and will now also have the option to subscribe to the Hulu with Live TV (beta) plan,” Irving added.
While the inclusion of the Amazon devices opens the new live streaming service to a significant part of the OTT device ecosystem, Hulu Live remains unavailable on Roku, the most infiltrated OTT device in the U.S.
Speaking at the Fortune Brainstorm Tech conference in Aspen, Colorado earlier this week, Hulu CEO Mike Hopkins said the launch of the new Live service is “going really well” and that Hulu is planning to launch a major advertising campaign in the fall to promote the new offering.
“We’re learning a ton every day,” Hopkins said. He added that the company continues to make tweaks to its Live TV service as it records users’ reactions to and interactions with the offering.
“We’re ahead of where we thought we’d be,” Hopkins said of the launch of Hulu Live TV. He added that the company plans to promote the service with a major fall marketing campaign, but he did not provide any other details on Hulu’s service, including how many customers have signed up for it.