The NY Post reports that Hulu, the video streaming service with over 30 million users, has plans to force those users to prove they have a subscription to cable or satellite TV
if they want to keep watching. Quoting:
"The move toward authentication is fueled by cable companies and networks looking to protect and profit from their content. The effort comes as entertainment companies continue to face drastic shifts in home viewing habits. Overall spending on home entertainment edged up 2.5 percent to $4.45 billion in the first quarter as a surge in digital streaming — which rose more than fivefold to $549 million — offset a continuing collapse in video rentals, according to Digital Entertainment Group. ... Hulu racked up some $420 million in ad revenue last year and is expected to do well in this year’s ad negotiations. But the move toward authentication, which could take years to complete, will make cable companies happy because it could slow cord-cutting by making cable subscribing more attractive."