Hulu L.L.C.'s owners, Comcast Corp.'s NBCUniversal, Walt Disney Co., and Rupert Murdoch's 21st Century Fox Inc., on Friday called off their sale of the video-streaming service and will instead invest $750 million in the company.
The decision ends an auction that attracted bids from suitors including DirecTV, Time Warner Cable Inc., and Peter Chernin with AT&T Inc., people with knowledge of the matter said.
The growing popularity of streaming companies like Netflix and Hulu may have persuaded the owners, all media companies with TV and film libraries, to keep the fast-growing service.
Hulu has 30 million unique monthly visitors, annual revenue that doubled to $690 million last year, and more than four million paying subscribers.