It’s All on Hulu

Key Insights from Hulu’s 2018 Upfront

Hulu viewers are watching more TV than ever.  Today, total engagement is up 60 percent. And in just three quarters we’ve added more U.S. subscribers than any other pay TV brand – and grown ad-subscriptions by 40% year-over-year.  At a time when most media companies are grasping for growth, Hulu is experiencing serious momentum.

Today, there are over 40 million engaged viewers watching Hulu in an ad-supported environment, all empowered by the choice and control only found in a connected TV environment.  From award-winning content and an ad load less than half that of broadcast and cable, to ads that are viewed to 100% completion in a brand safe environment – there’s no other platform that can deliver on their promise for viewers and advertisers. Our value to brands has never been more clear – it’s all on Hulu.

With Hulu, There’s No Such Thing As Too Much TV

While the way people watch television has changed, their love for television content has not.  Hulu viewers are watching, on average, 10 different shows at a time — a personalized mix of originals, comedies, dramas and reality.

To give you a glimpse at how much Hulu viewers love TV: in January, we released the entire library of ER:  all 331 episodes. More than 35,000 people watched every single episode within the first two months. In another example, Hulu viewers watched more than 135 million hours of South Park in last year alone – that’s 15,000 years of South Park, and Kenny still dies every time.

And just when you thought people couldn’t possibly watch any more television, we launched Hulu with Live TV. The addition of Live TV to Hulu has had a huge impact on overall viewing. Today, viewers who stream Hulu with Live TV spend more time watching television per day than the average linear viewer. And it’s not surprising, but sports programming makes up 95 of the top 100 live events watched on Hulu over the last year, with the Super Bowl, College Football Playoff Championships, and NFC Championship Game in the top three spots.

The Viewers You Can’t Find Anywhere Else

Over the last year, tens of thousands of gross ratings points have disappeared from the TV ecosystem – ratings points that are never coming back.  There are more cord-cutters, cord-shavers and cord-nevers than ever before. People have changed the way in which they watch television, contributing to a massive increase in “light TV” viewers – viewers who watch very little traditional TV and now, the most coveted and valuable audience in media. On Hulu, it’s these “light TV” viewers who compose 80% of our audience.

What’s more, with a median age of 31, Hulu viewers are 25-years younger than the average broadcast viewer. And not only are they young, but they’re affluent, with a median household income of $92,000.

These viewers are hyper connected and digitally fluent – empowered and engaged. They are viewers you can’t find anywhere else In fact, when you advertise on Hulu, research shows that 50% of the audience you reach on Hulu never saw your ad on traditional TV.

More Hulu Means More Attention to Your Ads

We know that today there are more ways than ever for advertisers to reach consumers, but one thing that sets TV apart is that people watch together.  Since the 1950s, families have gathered around the TV set. And this is no different with Hulu.  Today, two thirds of viewers watch Hulu with family or friends at least once a week. Our research shows that people who watch together on Hulu pay more attention and are less distracted – this means they’re more deeply connected with the shows they love. And on streaming platforms, co-viewers watch two times more ad-supported content than non-ad-supported.

By providing Hulu viewers with a complete television experience, and empowering them with unlimited choice and control over what and how they watch, we’re delivering an engaged and empowered audience found nowhere else in the television.  In every way possible, we’re giving advertisers a place to connect with people who love shows and love the experience of watching TV – all in an ad-supported environment.


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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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