Hulu has put on hold plans to raise money through an initial stock offering, the Wall Street Journal reported, citing anonymous sources.

One reason execs at the online video service have decided not to proceed with an IPO is that Hulu does not have long-term rights to its owners' online-video programming, according to the WSJ.

Hulu management also is reportedly looking at new subscription plans intended to expand the service's pay-video offerings beyond Hulu Plus, which was made available to the public last month. Hulu Plus features full seasons of some shows that Hulu had featured only recent episodes of; it also gave subscribers the ability to watch Hulu on devices like the iPad.

Insiders say these discussions are a sign that Hulu is still trying to figure out how to best differentiate itself amid competition from Netflix, YouTube and others.

A Hulu spokeswoman declined comment.