Hulu Loses Minutes

4:40 PM -- Today on Contentinople:

• Hulu continued to show strong user adoption in March, but average minutes per user fell 10 percent from February, to 57.9 minutes, comScore says. Furthermore, 57.9 minutes is less than half of November's average minutes per user. Is this continuing drop a result of more casual viewers or increasing popularity of short-form content? Or is it simply an error on the part of comScore?
  
  
• NBC Universal has introduced several new ad units for NBC.com, and is also giving users the option of deciding what kind of commercial they'd like to watch, a strategy previously used on Hulu, its joint venture with Fox.
  
  

And in today's News Bits, Amazon has acquired Lexcycle, the maker of a popular e-book app for iPhone users.

— The Staff, Contentinople