Hayu is an on-demand streaming service that delivers American reality TV shows to the rest of the world. For a low monthly subscription, you can get all of the Kardashian shows and more without any advertising.
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At the time NBCUniversal launched Hayu in 2016, the company’s chairman Kevin MacLellan explained “We set out to build a service that elegantly combines the best high-end reality shows with the most popular social media and digital news platforms.”
The new service offered more than 3,000 episodes of reality TV programming when it launched. In addition to Keeping Up with the Kardashians, subscribers could watch RuPaul’s Drag Race, Made in Chelsea and other shows.
Where is Hayu Available?
Most importantly, Hayu was positioned as an international service — it wasn’t available in the United States. In the beginning, Hayu was available in Australia, Ireland and the United Kingdom. Later, the streaming service expanded to the Nordic countries — Denmark, Finland, Norway and Sweden. By 2020, Hayu had expanded to include Belgium, Canada, Luxembourg, the Netherlands, The Philippines, Singapore and Hong Kong as well.
Who is Hayu For?
The streaming service’s commitment to reality TV remains the same. In keeping with that, when Hayu first launched NBCUniversal’s marketing director for Asia-Pacific Christine Fellowes told Ad News, “We have a very singular position for the super fan of reality.” This focus on “tribes” of reality TV super fans extends into social media where Hayu’s accounts feature snippets and shout-outs from reality stars.
What Kind of Content is on Hayu?
In addition to expanding its territories, Hayu has grown its catalog to more than 6,000 episodes. More than 500 new episodes join the catalog every year. One of the streaming service’s biggest selling features is that the latest episodes of these shows appear on Hayu as soon as they air on American TV. This lets super fans enjoy favorite shows like Revenge Body with Khloé Kardashian, Million Dollar Listing New York and the various flavors of Real Housewives without risking spoilers on social media.