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Disney Wants to Up Its Cultural Stake in Hulu

Disney Wants to Up Its Cultural Stake in Hulu

By CultureBanx Team

  • Disney wants to increase its stake in Hulu from 60% to 70%

  • 74% of Black TV viewers stream some of their content

Disney (DIS -0.18%) wants to up the ante when it comes to Hulu and dominate streaming by increasing it ownership of the company to 70%. WarnerMedia, now owned by AT&T (T +0.13%) has a minority 10% stake in Hulu and Variety reported the mouse house is in active talks to acquire that stake, in a deal that would net AT&T close to $1 billion. This acquisition would make sense for Disney only if they plan to up their content aimed at Black TV viewers, 74% of whom reportedly stream some of their TV content.

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Why This Matters: Disney is betting on Hulu’s future success by investing in more original programming and taking the streaming service into new international markets. With African Americans streaming videos more frequently on all devices than the total U.S. population, it will be important for the company to create authentic black content. A report from Horowitz Research found black audiences are also content trendsetters, with 58% reporting they want to be the first to know about new content and are more likely to watch shows that reflects their experiences.

Black audiences are also content trendsetters, with 58% reporting they want to be the first to know about new content and are more likely to watch shows that reflects their experiences.

When Disney closes on its $71.3 billion acquisition of Fox, it will gain a majority control of Hulu. They will have a dominant interest of 60%, Comcast (CMCSA -0.50%) and Time Warner will be reduced to minority stakeholders, with 30% and 10% stakes respectively. If Disney is able to increase its ownership to 70% by buying AT&T’s stake, they’ll need to use this greater control of Hulu to help its 20 million subscribers compete against Netflix and their 125 million subscribers. Not to mention the nearly $1 billion AT&T would receive could help to pay down its debt, that stands at more than $180 billion.

Situational Awareness: Disney will need to use everything in their arsenal to dethrone streaming leader Netflix, which already has a strong focus on black content. Netflix has been raking up multi-million dollar deals with black content creators including the Obamas, Kenya Barris and Shonda Rhimes, the latter under her Shondaland imprint.

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