Entities like Hulu and Netflix, which rely for content on television and film studios, are at their mercy when the time comes to renegotiate contracts to stream content.  Both players, in a bit to add distinctiveness beyond studio-acquired content, are now creating their own.  Netflix recently announced a deal with Jenji Kohan, the creator of Showtime’s “Weeds” for an original series, and it appears that Hulu is following the same course by entering into a deal with Morgan Spurlock, of “Supersize Me” fame, to develop a series called “A Day In The Life.”

I don’t anticipate such a move removing their reliance on movies and television shows from more established entities, though what it can do is–if either show becomes a hit or generates enough buzz–is to draw subscribers with unique, first-run content, which would hopefully enable either to continue the cycle by creating more and more content.

Essentially, becoming true networks–producing and marketing their own content.

And if they could create their own content, then–while it would never end Netflix and Hulu having to deal with the major studios (unless either company invested in a studio, like Lionsgate or Magnet)–it would lessen their reliance to some extent.