What's Happening?
Foxtel's streaming TV set-top box, Hubbl, has entered 'maintenance mode' despite a significant marketing push. The device, launched with a $1 million party and extensive promotional efforts, aimed to simplify TV and streaming experiences. However, Foxtel's CEO Patrick Delany cited intense market competition as a barrier to success, leading to the cessation of marketing efforts for the $99 device. Foxtel, recently sold to DAZN for $3.4 billion, continues to support existing Hubbl users but will not actively promote the product further.
Why It's Important?
The situation highlights the challenges faced by traditional media companies in adapting to the rapidly evolving streaming market. Despite substantial investment, Foxtel's inability to capture a significant market share with Hubbl underscores the dominance of established smart TV and streaming device brands like Apple TV and Google Chromecast. This development may influence Foxtel's strategic decisions and impact its future in the competitive streaming industry.
What's Next?
Foxtel will continue to support Hubbl users, ensuring service continuity. The company may need to reassess its approach to technology and streaming services, potentially exploring partnerships or innovations to regain market traction. Industry observers will watch for Foxtel's next moves in response to this setback.
