Hulu's future may be uncertain as far as who it's going to belong to, but there's little doubt the online video hub is seeing mainstream acceptance.
In addition to seeing its user base nearly quadruple to 38.5 million in the past year, Hulu just received a shot in the arm Monday from MediaVest, which said it planned to move millions of dollars from at least six of its clients out of broadcast television and over to the online video provider in the next 12 months.
"It allows us to view online video more closely with how we view television," said Amanda Richman, managing director of digital at MediaVest in a prepared statement.
The buzz is that the move now puts Hulu into the same category as broadcast television, with agencies weighing audience demographics when deciding on ad buys, just as they do for traditional broadcasting.
A comScore report last week ranked Hulu fourth in videos viewed, behind Google, Microsoft and Viacom.
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