Hulu on Wednesday said it has reached 26.8 million paid subscribers, a milestone that suggested rapid growth in the first four months of the year.

The streaming service also said it will launch two new TV series based on Disney’s Marvel characters Ghost Rider and Helstrom.

The new paid customer figure implies the digital video service controlled by Walt Disney Co and co-owned by Comcast Corp added close to 4 million new paying customers in the first four months of the year, based on previous disclosures by Disney.

Rival Netflix Inc added 5.7 million paid U.S. subscribers for all of 2018.

Overall, Hulu reported total customers reached 28 million, including 1.3 million promotional accounts.

On Wednesday Hulu executives told advertisers that it will launch a new advertising format that will appeal to binge watchers of shows.

Hulu said it has struck a deal with Vox Media Studios, MajorDomo Media and Suit & Thai Productions to create new food-themed original shows.

The streaming service greenlighted Nine Perfect Strangers, starring Nicole Kidman, an adaptation of the New York Times bestseller from Big Little Lies author Liane Moriarty.

Hulu will also add two new live-action series drawn from the Marvel universe, Marvel's Ghost Rider and Marvel's Helstrom, which are slated to debut in 2020.

Hulu is also benefiting from Disney's decision to end its relationship with Netflix, which had created four well-received series based on Marvel characters.