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What ‘The Kardashians’ debut on Hulu means for the streaming landscape

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Yahoo Finance's Alexandra Canal joins the Live show to discuss Hulu's highly anticipated series 'The Kardashians' and how its debut could shift the streaming landscape.

Video Transcript

BRIAN SOZZI: Allie, I just got flagged in Slack that you're working on another media focused story on the Kardashians.

ALEXANDRA CANAL: Yes, I am, Brian. The Kardashians-- this is a big deal. They've been making the media rounds ahead of their new Hulu show, which is set to debut on Thursday. According to Variety, the family locked in a whopping nine figure deal at Hulu. The last time we had any reported salary, that was in 2017, and that was a reported $100 million deal at E.

And that was apparently a very big sticking point. The family wanted more money, but they also wanted to remain current and relevant within the current media landscape and meet consumers where they are. And right now, that is on streaming. The longer lead time for episodes on E, the fact that events would happen, and we wouldn't get to see it on screen until months and months later, that model wasn't working anymore. People were keeping up with the family in real-time over social media.

So streaming has a much tighter turnaround time, which I think is very beneficial for the family. It's also a mutually beneficial thing for Hulu, right? Not only do they get this big giant brand, but they also get a reality TV program. And I got the chance to speak with a professor at UVA, who explained to me how important that perishable content is for streamers. They want content where users are going to have to constantly engage, or else, they are going to fall behind.

It's not a hit it and quit it type of show, where you could subscribe, watch it, and then exit. That's not what they want. They want greater synergy with their subscribers. They want to collect data on them. So this perishable content is consistently important. It's also all about premium content, not necessarily the platform itself. And I think with Hulu, the last big show we saw from them was "The Handmaid's Tale." And so I think the Kardashians is a great one to really make some noise and put Hulu on the map.

I'm excited. I did get the chance to see the first episode. It's raw, it's real. It's everything we love about the Kardashians. I think that's what makes them so addicting and so a part of this pop culture zeitgeist that we've been seeing. But, you know, it's not a great thing for cable. "Kardashians" is not the only program to depart from cable.

We also saw "Dancing with the Stars," Disney making that announcement that after 15 years on ABC, that will be living on Disney+-- again, that desire to have that perishable content, increase their subscriber numbers. So I'm curious to see the impact that it will have on Hulu, but I'm a fan of the Kardashians. They made quite the brand for themselves. So I think this is going to do well.

EMILY MCCORMICK: All right, they certainly have made a brand for themselves. Yahoo Finance's own Allie Canal, thank you so much.