Last month Hayu launched as the first streaming service exclusively devoted to reality TV shows – offering both catch-up and new episodes – in the UK, Ireland and Australia. The shows can only be viewed upon subscribing and it’s marketed at a female audience. Their portfolio will include the complete box sets of reality TV shows, alongside new episodes which will debut the same day as they first air in the country they are produced in. These shows include: Keeping Up With The Kardashians (and its myriad spin-offs), The Real Housewives, Million Dollar Listing, I Am Cait, Made In Chelsea, Rich Kids, Flipping Out, Shahs Of Sunset, The Millionaire Matchmaker, RuPaul’s Drag Race (UK and Ireland), Don’t Tell The Bride (UK and Ireland) and many more.
The on-demand service is available on IOS or Android smartphone, tablet, laptop and internet-enabled telly. One stream can be viewed at any given time, with the condition that it must be streamed online (it is not possible to download programmes or watch offline yet).
As per Netflix it’s a subscription based service, costing £3.99 a month with no contract.
During the lead up to the launch, NBC Universal marketed the service towards a predominantly female audience. This could afford tremendous appeal to the target audience – after all, why pay £20 for these shows on Sky when you can see them on Hayu for a fraction of the price?