In the US, the video on demand service Hulu currently attracts around twenty four million users per month and while a UK launch has been anticipated, it has never materialised.
The reasons for this are the tight regulations in practice.
However, despite the reservations it seems that Hulu will be making the jump across the Atlantic because of the failure of the BBC, ITV and Channel Four backed Kangaroo, which means that clearly there is a huge gap in the market now.
However, unlike the mainly UK made VoD content that would have been on Kangaroo, Hulu is likely to be dominated by US made content.
According to ITV, the broadcaster has already held talks with Hulu, which would suggest that the company is looking to move quickly on this.