Hulu is reported to be moving from its current free model to one that binds in viewers to a pay-TV subscription.
According to the New York Post, the 31 million unique users to the catch-up TV service will in future be required to login through the subscriber number of their satellite or cable provider.
The new model puts Hulu on a par with paid for services such as HBO Go. It also deals a blow to the concept of cord-cutting, where subscribers reduce their commitment to pay services as free content becomes more widely available.
A simiiar model is already being put in place for Fox viewers that are connected to the giant Comcast network.
Last week, it emerged Hulu’s part-owner Providence Equity Partners was in talks to sell its stake.