The shift to over-the-top living room viewing has been critical for the uptake of digital streaming viewing behavior by consumers. When viewers are able to watch on the best screen in their home, not tied to PC and mobile devices, viewing becomes a part of their regular routine. And when streaming moves to the TV screen, viewers also watch with friends and family — just as they do with linear TV. While digital measures have always assumed one impression per stream, living room viewing requires us to take into account co-viewing. In research with comScore around the total Hulu audience, we have found that across all devices, OTT viewing results in 1.4 viewers per stream. For some devices and certain program genres, the co-viewing adjustment factor is as high as 2x. In addition to this co-viewing, over-the-top streaming is highly viewable as it is app based on the TV screen. These positive attributes add to the value that SVOD brings to advertisers in its younger audience, dynamically served ads, and engaged viewing.

Technology advances and the resultant changes in consumer behavior are forever changing the media landscape. Brands have more opportunities to reach their target audiences, ever more efficiently. During this time it’s more important than ever to understand consumer behavior so that you’re not only efficient with your media allocation but also as effective as possible. If you’re looking to reach consumers with high-impact creative, continue to associate your brand with professional, long-form content and make sure to start in the living room.

Reach out to your Hulu Sales rep today to learn more about how your brand can take advantage of this shift to the living room and follow us: @HuluInsights

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