Hulu Reaches 1,000,000 Paid Subscribers Early

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We might have a better idea about where those missing million Netflix subscribers have gone to: Hulu CEO Jason Kilar has announced that the News Corp/Walt Disney Co/Comcast co-owned streaming video company has reached one million paid subscribers far earlier than expected.

Previously, the company had given the end of the year as the target to reach the one million mark, but Kilar confirmed yesterday while speaking at a Goldman Sachs investor conference that the millionth paid subscriber signed up this summer, and that Hulu Plus will “easily exceed” one million paid subscribers by year’s end.

Kilar also announced that Hulu plans to invest “over $375 million” in content for the service this year, and that he’s “cautiously optimistic that we’ll work with everyone over time” when it comes to famous Hulu hold-outs like CBS. Meanwhile, the future of the company remains in some doubt, in terms of ownership. Although the bidding process for Hulu closed earlier in the month, News Corp COO Chase Carey said that the current owners are “still evaluating the situation”—an evaluation that includes whether or not to sell in the first place. If Hulu continues to outperform expectations, perhaps its current owners wouldn’t mind holding onto it for awhile longer…

MORE: Exactly What Is Google Planning for Hulu?

Graeme McMillan is a reporter at TIME. Find him on Twitter at @Graemem or on Facebook at Facebook/Graeme.McMillan. You can also continue the discussion on TIME’s Facebook page and on Twitter at @TIME.