The ad revenue is small compared to the billions of dollars made on traditional TV, and Hulu lags far behind Netflix in paying subscribers. Netflix boasts 29.2 million subscribers in the U.S. alone.
Hulu could also be a contributing factor to viewers choosing to cancel traditional pay TV packages, which are far more expensive, in favor of watching video over the Internet.
Representatives for DirecTV Group Inc., Time Warner Cable Inc., KKR, Silver Lake and William Morris declined to comment. Spokespeople for Yahoo! Inc. and Guggenheim did not immediately respond to messages seeking comment. A representative for the Chernin Group could not immediately be reached.