The increased spending on customer service comes as Hulu is about to go head-to-head with internet channels that offer live TV from AT&T's DirecTVNow and Dish Network Corp's Sling TV.
The services have had hiccups - like shows freezing, viewers getting error messages and system crashes. Their owners also have large customer service staffs already handling calls from their traditional pay TV customers, said Brett Sappington, senior director of research at Parks Associates.
The stakes are high for Hulu, which has a customer defection rate of 50 percent, according to Parks Associates, a Dallas-based market research firm.
"Live TV is a challenge particularly for events like the Super Bowl and the Oscars which draw millions of subscribers all at the same time," Sappington said. "You are never sure what's going to break until you have a few million people watching at the same time."
From the article "Hulu to launch non-stop customer service as it readies live TV".
"User experience defines the operator's video services for consumers," said Brett Sappington, senior director of research at Parks Associates in a statement. "Every pay-TV service and streaming video...
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