DMB and Hulu

Hulu, the on-demand TV/film content site owned by News Corp. and NBC Universal and Disney, is prioritizing more live content, beginning with an aggressive promotional effort for the Dave Matthews Band.

On June 1 the site shall stream a Dave Matthews Band concert, live from the Beacon Theatre in New York, between 9PM and 11:30PM EST. The event will promote the band's upcoming album Big Whiskey and the GrooGrux King, slated for release the day after. The concert footage will also be available on-demand once the event ends.

Hulu — which primarily serves whole instances, seasons or clips of popular TV shows and movies, streamed President Obama's inauguration live last January, MediaWeek noted.

In addition to broadcasting the concert live, Hulu will offer Dave Matthews Band videos starting May 28, as well as Scenes, a documentary that follows the band as it worked on Big Whiskey.

Clips from Dave Matthews Band's appearances on Late Night with Jimmy Fallon and the Today Show will also be available.

Hulu cracked the list of Top 3 Online Video Sites for the first time ever in March, according to comScore's Video Metrix. It enjoyed 335 billion video views — which translates to about 2.3% market share — behind Fox Interactive Media (3% share at 437 million views) and Google/YouTube in the lead, with 40.9% market share (5.9 billion videos viewed).

Hulu's growth was driven in part by a more middle-aged audience, which is consuming online video at a faster-growing pace than the rest of the population.