Hulu is considering an advertisement-free option to its service for a monthly subscription of about $12-$14, the WSJ has reported. Codenamed “NOAH”: “No Ads Hulu”, the service may be launched as early as autumn.

Hulu is a joint venture owned by NBCUniversal, Fox Broadcasting, and ABC who are all said to still believe in the ad-supported model and aim to use data to make advertising more relevant to viewers.

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