Hulu Plus has announced its latest service integration, this time with the Tivo Premiere set-top box. According to the Hulu Blog, to celebrate the launch, “TiVo is offering a 6-month free trial to those who purchase a TiVo Premiere from a retailer or Tivo.com. This offer runs until August 30, 2011. And TiVo subscribers who already subscribe to Hulu Plus can begin accessing their account with no additional charges.”

The TiVo integration is the latest in a growing list of Hulu expansion efforts. At the end of April, Microsoft added the Hulu Plus service to its Xbox 360 gaming console (only for Xbox Live Gold members who pay the $60 yearly subscription fee in addition to the monthly Hulu Plus subscription). A Sony PS3 app for Hulu Plus was made available late last year via the PlayStation Network. Hulu also announced net-connected Sony Bravia TVs and Blu-ray players, Roku boxes and Vizio TVs.

PC World reports that current TiVo Premiere customers can register for a free one-month trial before starting the Hulu Plus subscription (while new customers who purchase the TiVo Premiere box will get six months free). Additionally, TiVo subscribers “have to sign up for the $7.95-a-month Hulu Plus service in order to stream to their TVs (Hulu requires a subscription to Hulu Plus for any non-computer streaming).”

In related news, ReelSEO reports that Hulu now accounts for a quarter of online video ads. According to recent comScore numbers, 172 million Americans consumed an average of 14.9 hours each of online video content in April. Google is the clear leader in this regard with nearly three times as many viewers as second place VEVO. While Hulu is only tenth on the list of total online viewers, it is interesting to note it falls second to Google in the average number of minutes people spend on the site. The comScore data indicates Hulu dominates in advertising, accounting for 1.14 million ads in April.

Related Hulu Blog post (and video): “Hulu Plus Now Available on TiVo Premiere” (5/23/11)

Related Wired article: “Hands-On: Hulu Plus for Xbox 360 Is Just as Unfinished as Netflix Offering” (4/28/11)

Related ReelSEO article: “Online Video Numbers Hold Steady for April, Except at AOL” (5/22/11)

Apple is considering adding streaming video to its AirPlay service, which currently allows users to stream audio from an iPhone, iPad or iTunes to a home stereo or other devices. According to Bloomberg, two people familiar with the matter (who asked to remain anonymous) suggested the new feature would enable streaming video from an iPhone or iPad to television sets — and that Apple would license its software to CE manufacturers who could potentially use AirPlay in their devices for streaming movies, television and other video content.

Expanding AirPlay functionality could possibly spark more use of Apple devices and services in the home, despite the company’s limited success selling the $99 Apple TV set-top box thus far. Bloomberg reports that, “For Apple, AirPlay is a way to expand into the living room without having to introduce new products.”

While Apple and others such as Google are looking to explore the possibilities of streaming video and Web-connected televisions, a challenge for streaming content from a mobile device involves bandwidth issues and whether signals can be carried without interruption. Regardless of any technical obstacles, there is clearly a shift in how consumers are accessing TV shows and movies, with an increasing number of people accessing instant streaming services from the likes of Netflix and Hulu. Apple’s Steve Jobs — banking on a complete shift from physical media toward content distribution in digital form — has gone so far as barring Blu-ray players from Mac computers.

Internet TV pioneer Hulu is reportedly in discussions to transform its business model. Since its 2008 launch, Hulu has been one of the leaders in free online television delivery and web-video ad dollars.

The Wall Street Journal reports that Hulu’s three owners (NBC Universal, News Corp. and Disney) are concerned that free Web versions of their TV shows are cutting into their traditional business, and the three are at odds regarding how much of their content should be offered for free.

News Corp.’s Fox Broadcasting and Disney’s ABC are considering pulling some of their free content from Hulu (and selling more content to Hulu competitors), while Hulu management is discussing the idea of retooling Hulu as an online cable operator that would use the Web to provide live TV channels and video-on-demand content to customers. If they opt to move forward with such a plan, some form of Hulu’s free service would likely remain and it is possible Hulu Plus could be folded into the new service.