Hulu explores ad-free option

Hulu is exploring plans to add an advertising-free option to its service, according to people familiar with the matter, as the streaming video provider tries to become a stronger rival to Netflix Inc.

The Wall Street Journal reports the ad-free service could become available as early as this fall at $12 to $14 per month.

Currently, users are required to sit through ad breaks during programming, even if they pay $7.99 per month for a premium subscription service.

Read more from the Wall Street Journal.