Peter Naylor, the svp and head of advertising sales at Hulu, is leaving the streaming service for a new role at Snap, the social media platform announced today.
Naylor, who has been at Hulu for six years, will join Snap in early May as vp, Americas, a newly created position in which he will be responsible for growing Snap’s advertising business in the U.S., Canada and Mexico. He will be based out of Snap’s New York offices and will report to Jeremi Gorman, who joined Snap in 2018 as chief business officer.
Naylor’s exit is the second major executive departure this year at the streaming service, which Disney took operational control over last May. CEO Randy Freer left Hulu in late January as part of a restructuring in which Naylor and the rest of the Hulu ad sales team were moved under Disney ad sales chief Rita Ferro’s purview. Hulu CMO Kelly Campbell was since promoted to president of the streaming service.
It was not immediately clear who will replace Naylor at Hulu or if a replacement will be named. The Hulu’s ad sales team will report directly to Ferro, a Hulu spokesperson said.
Naylor has been at Hulu for six years during which he has helped expand the company’s footprint and build its ad sales team. The streaming service reported more than 30 million subscribers in February, and then-CEO Bob Iger said Hulu was eyeing an international expansion as soon as next year.
About two-thirds of Hulu subscribers choose the service’s ad-supported version, which Naylor oversaw. On Naylor’s watch, Hulu introduced new ad formats, including pause ads, binge ads and a planned transactional ad format.
Hiring Naylor is a major one for Snap, which has been considerably expanding its advertising business on its social platform, Snapchat, which reported a 36% increase in app installs and a 19% increase in swipe-up rates in late March compared with the prior month. The platform, which allows users to share photos and videos, reported 281 million daily active users, its highest ever, and has been forging ahead to increase revenue from advertisements running on the platform.