Hulu has once again cut the price of its ad-included, subscription Video on Demand service from $7.99 a month to $5.99 a month.

The offer, which runs until January 3, 2019, is good for new and “eligible” returning subscribers. (Hulu does not explain in the offer what would make a returning customer “eligible.”

The promotional price will return to $7.99 a month after one year at $5.99 a month. (Hulu also offers an ad-free edition for $11.99 a month, and a multi-channel, live streaming service for $39.99.)

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At $5.99 a month, Hulu is now $5-a-month cheaper than Netflix’s plan that also includes high-definition video and the ability to watch streams on two different devices at the same time. (Netflix also has a basic $7.99-a-month plan that includes one stream, and standard-definition programming.)

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Hulu last October launched a similar $5.99 a month deal, which may have contributed to the company’s bump from 17 million subscribers at the end of 2017 to more than 20 million by May 2018.

Netflix, however, had more than 57 million steaming subscribers in the United States at the end of the second quarter of this year.

Amazon does not reveal subscriber totals for its Prime streaming service, but analysts have estimated it’s in the dozens of millions.

By dropping the price now in the Fall when home viewing increases, Hulu is clearly hoping it can attract not only new subscribers, but peel away some Netflix and Amazon customers.

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— Phillip Swann