Whether Hulu “exceeded expectations” or “hit its year-end subscribers goal” is true, or  is just a marketing policy we will never know.  But, what is clear is their intent to persuade users to adopt the iPhone or iPad subscription.

The Hulu’s shift from Web to TV or iPad is because of the advertising revenue that they get from companies who prefer to run their ads on traditional media channel or on the iPad’s or iPhone’s screen. Hulu is clearly focusing on the larger revenues generated by paid subscriptions and the  iPad and iPhone increasing the number of views.

In order to maintain the leader position of the web media segment, among Apple, Google TV or Netflix, Hulu is adjusting, by cutting $2 off the premium monthly subscription. It is obvious that the newly launched service needs to remain competitive. Hulu’s offering also package also includes one week free trial for new subscribers and other discounts.

Because of the increasing demand for entertainment on smart devices, Hulu boasts more than 30 million users per month. This advantage is certainly noticed by advertisers, who pay top dollar because of the reach of the service and its popularity. Over the last two years, the Hulu’s revenues have increased almost  tenfold. This is good news for Hulu’s partner Sony, which features Hulu Plus service on its Sony Bravia 2010 TV.

Hulu is seeking new investors to assist with its plan for expanding at international level, an effort to better satisfy the demand for online TV services. The first country to benefit from extended services of Hulu is going to be Japan.  Jason Kilar, the Hulu’s chief executive stresses his point of view: "There’s a lot of existing relationships in terms of foreign sales."

This is not surprising as Hulu is planning an IPO, which is estimated to worth $200-300 million. The IPO plan is expected to become reality during the beginning of 2011.