Hulu is officially off the auction block, which means Google is going to have to be content with YouTube, Apple will have to find another way to boost its Apple TV platform, and Yahoo, Microsoft, Amazon, Dish Network, and all the rest who were interested no longer need to concern themselves with what was gearing up to be an epic bidding war. For whatever reason, Hulu simply had a change of heart.
Hulu made the announcement in a short, joint statement posted to its website from owners News Corporation, Providence Equity Partners, and The Walt Disney Company, and the Hulu senior management team.
"Since Hulu holds a unique and compelling strategic value to each of its owners, we have terminated the sale process and look forward to working together to continue mapping out its path to even greater success. Our focus now rests solely on ensuring that our efforts as owners contribute in a meaningful way to the exciting future that lies ahead for Hulu," the statement reads.
And that's all Hulu wrote. The streaming service first entertained the idea of a sale when it was approached by Yahoo back in June. Other tech giants quickly made their interests known, but it was reported most wanted longer terms attached to video content, terms big media companies weren't willing to agree with.