Earlier this year, Hulu, the movie and television Web site put out by News Corp. and NBC, didn’t exist. Now, it has almost 24 million unique viewers, a quarter of what YouTube can boast. What’s more, those viewers watch for an average of 11.6 minutes, compared with the average three-minute viewing time overall. Hulu is coming up fast on YouTube’s flank. What’s more, Hulu is easy to navigate—it’s easy to find videos you want to watch on the site—unlike YouTube’s sprawling architecture. The videos are all professionally made movies and TV shows, luring advertisers put off by the amateur feel of so many of YouTube’s offerings. And while Hollywood studios are either terrified of or angry at Google (see Viacom, lawsuit filed by), Hulu is Hollywood. Google’s execs, who have struggled to find a way to make YouTube pay off since buying it for $1.6 billion, would be remarkably stupid not to notice this headache. And Google isn’t known for being stupid.