Springtime in NYC

For anyone who has anything to do with the TV business, spring means just one thing: Upfronts. Today during the Hulu Upfront, we shared the latest about the Hulu business—including growth metrics, new product innovation and upcoming content—with many of our advertising customers.

Overall, Hulu continues to grow very quickly. In Q1 of this year, we set new records for revenue, and for the first time ever, Hulu viewers streamed more than 1 billion content videos in a single quarter.

Hulu Plus

Subscriptions to Hulu Plus, our ad-supported subscription service, doubled in 2012. Hulu Plus continues to grow at an extremely fast rate; in Q1 2013, Hulu Plus surpassed 4 million subscribers—setting new records for subscriber additions. Our subscribers to date (we exited private beta and officially launched in November 2010):

Mobile viewing is growing at a significant rate and will account for approximately 15% of Hulu’s consumed videos in 2013-2014. For context, mobile viewing was nonexistent on our service only two years ago. Living room viewing is also growing; it currently accounts for 29% of Hulu’s content consumption, and 80% of Hulu Plus subscribers have watched with someone else.

Advertising

Our advertising mission is to be the world’s most effective video advertising service, and we are well on our way. According to comScore, Hulu is #1 in engagement among top ad supported sites. Hulu viewers stay with us for 45 minutes per session—without fast-forwarding or skipping ads. Hulu is also #1 in market share of all premium online video providers, delivering 1 in 3 of all premium video ads in the U.S. Our reasonable ad load drives the highest recall and awareness for brands, which results in higher effectiveness for the video ads.

Content

We are so excited about the momentum and growth Hulu has experienced in bringing new, first run television franchises to our audiences. During the Upfront, we announced two new shows coming exclusively to Hulu:

From writer/director Nancy Hower and writer/star John Lehr, “Quick Draw” is a comedic half-hour western set in 1875 that centers on a Harvard-educated sheriff and his quest to introduce the emerging science of forensics to an unruly Kansas town. Though the citizens of Great Bend, Kansas are generally unimpressed with Sheriff Hoyle’s (Lehr) educational pedigree, they come to appreciate his sharp mind and sharper shooting as he and his reluctant Deputy Eli (Nick Brown) hunt down robbers,murderers, and the dangerous riff-raff that have plagued the town for years. The series is co-created and executive produced by Nancy Hower and John Lehr (“10 Items or Less,” “Jailbait”) and co-executive produced by Keith Raskin (“Key & Peele,” “The League”). “Quick Draw” is coming to Hulu and Hulu Plus in the Summer of 2013, and you can watch a trailer here now: https://www.hulu.com/quick-draw

“East Los High” is not your typical high school.  Dance, sex, romance and mystery are at the heart of thisinner city school in East L.A. where two teenage cousins, Jessie, a 16-year-old virgin, and Maya, a troubled runaway with a violent past, fall in love with Jacob, a popular football player.  With this forbidden love triangle, Maya, Jessie and Jacob, along with their close friends, must face true-to-life decisions throughout a turbulent year that will mark their lives forever. A Hulu Exclusive Series, “East Los High” features an all Latino cast, director, writers and creators—many hailing from East L.A. More than 15 leading public health organizations such as Advocates for Youth, Voto Latino, California Family Health Council and Legacy LA, among others, advised on the scripts and content to address teen issues related to relationships and sexuality in a meaningful way. “East Los High” is the first English-language drama series made for this under served audience.

“Quick Draw” and “East Los High” join the nine other Hulu Original Series and Hulu Exclusive Series that will be premiering as part of Hulu’s Summer Slate 2013, including “The Awesomes,” “Behind the Mask,” “The Wrong Mans,” “Mother Up!,” “Pramface” (season two) “Prisoners of War” (season two), “The Only Way is Essex” (season four), “Braquo” (season two), and “Moone Boy.”

Lastly, we are proud to offer new daily, half hour episodes of two of the longest running, storied, and respected TV franchises: “All My Children” and “One Life To Live.” Both premiered on Hulu and Hulu Plus yesterday.

The entire Hulu team is incredible grateful for the opportunity to build and innovate on behalf of our customers each and every day. Thank you for your belief in us as we continue to build a world-class company.

-Andy


Hulu Newfront

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  • No symbols such as registered marks, copyrights, etc.
  • If symbols are required, they will be presented in standard text such as" Brand (TM)".

Stress mark should be marked with [capitals] to indicate the primary stressed syllable, as in: news・pa・per [NOOZ-pey-per] in・for・ma・tion [in-fer-MEY-shuhn]

On living room, mobile, and tablet devices, the color gradient overlay is dynamic and will change based on the cover story art. It is not something we can control on our end.

If the tagline/date messaging doesn’t fit within the 11 syllables max, it can be included as text.

On living room, mobile, and tablet devices, the color gradient overlay is dynamic and will change based on the cover story art. It is not something we can control on our end.

Q: When is letterboxing allowed and not allowed?

A: When the native aspect ratio is 1.78:1 or 1.33:1 throughout the entire program, there should not be any letterboxing (black bars on top and bottom), nor should there be any pillarboxing (black bars on either side). We should should see an active picture take up the full frame. If the aspect ratio is wider than 1.78:1, such as 2.35:1, matting on the top and bottom is permissible. Additionally, if there is a creative choice to add matting or if there is a mix of native aspect ratios, this is usually waived, but please reach out to your Hulu representative to confirm.

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Q: Should the bitrate be constant if delivering ProRes codec?
A: No, since ProRes codec is built to be variable, this is waived.

Q: Can you accept bitrate higher than 30 Mbps?
A: Yes, we can accept bitrate beyond the recommended range for H.264 and ProRes. In the case of ProRes, bitrate will often exceed 30 Mbps due to its variable setting.

Q: What does native frame rate mean?

A: Native frame rate refers to the frame rate the source footage was shot. Whenever possible, we require all videos to be delivered in their native frame rate. This means that no frame rate conversion should be performed, which includes adding 3:2 pulldown for broadcast.

Q: Why do you ask for progressive?

A: The Hulu player, unlike traditional broadcast, does not play back interlace scan, so we require that all videos be delivered with their scan type set to progressive. If your video is natively interlaced, you must de-interlace it to progressive and you must employ a de-interlace filter that does not result in blending or ghosting artifacts. We recommend an auto-adaptive de-interlace if available.

Q: Why do you prefer PCM codec?

A: PCM codec is lossless audio quality, so whenever possible, please deliver PCM audio.

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