Hulu Cuts Streaming Prices in Japan by One-Third

TOKYO: Hulu has revealed a price cut of 33 percent for streaming customers in Japan in a bid to lure more subscribers.

Hulu is lowering its subscription price from 1,480 yen ($18.20) to 980 yen ($12.10). It is offering current customers a reimbursement of 500 yen for recent charges.

“We listened to user feedback and assessed current market conditions and we believe that 980 yen is a compelling price point that enables us to offer what no other subscription service can: an instant streaming experience that meets the needs of content owners and delights consumers," said a statement on Hulu Japan’s blog.

"We pride ourselves on being innovative, flexible and able to optimize our premium product offering quickly. Lowering the price for our product in Japan is similar to when we lowered the price of our subscription product in the U.S. five months after we launched the service. We found that consumers in the U.S. responded very positively when we demonstrated that their feedback was taken seriously."

The move is similar to the strategy Hulu took in the U.S. The service lowered its price from $9.99 to $7.99 in November 2010, shortly after launching the premium Hulu Plus. The reduction helped bring in an extra 1.5 million new customers over the following 13 months.