Similarly, when Apple mixed together on-demand music streaming with downloads in Apple Music, it stepped into a minefield. It eventually rolled back the UI to better separate the two things the app does. Will the same thing happen to Hulu? There’s a good chance — especially since there’s no traditional channel guide for live TV — but that’s not its biggest worry.
The thing Hulu should be worried about is brand identity. In trying to reinvent itself as a live TV service, it risks diluting its biggest differentiator — robust on-demand content. Yes, its competition does a lot of on-demand, too, but Hulu basically invented it. There are several TV series on the service, a feature that serves as a key part of its overall appeal.