The air turns brisk. The wind billows, ripping the once-beautiful fall foliage from the trees and scattering it across the pavement. The daylight hours dwindle, leaving only the flickering jack-o’-lanterns to illuminate the streets.
Don’t be scared – this sounds like the perfect setting for Hulu viewers to stay home and binge their favorite Halloween content! And if you’re a marketer looking to reach consumers tuning into spooky content, we’ve identified three insights to help you tackle this tricky (or treaty) marketing opportunity.
October Viewership Continues to Increase
With the summer months behind us, Fall TV premieres bring everyone back to the living room to watch their favorite shows. Hulu has these shows available the next day – it’s part of what makes us the industry’s largest streaming content library.
At Hulu, we’re seeing tremendous year-over-year growth during the month of October. More specifically, we’ve seen +62% increase in overall minutes watched. However, consumers aren’t just spending more time on Hulu, but they are also exploring more content. In fact, there is a +64% increase in total videos streamed by Hulu subscribers over the past year.
This consumption continues to increase as we move throughout the month. When looking at weekly Hulu performance, the last week in October had the highest overall engagement. It’s no coincidence that Halloween takes place during this time period, and Hulu has no shortage of scary content to keep viewers entertained.
Hulu Has the Creepy Content That Viewers Crave
Whether it’s eerie shows, scary movies, or thrilling documentaries, Hulu has it. And viewers are taking advantage of Hulu’s “monster-ous” selection – last October, the Horror & Suspense genre saw a +192% YoY increase in total minutes viewed.
Additionally, the top shows within this genre include:
Huluween Partnerships Drive “Scary-Good” Results
Throughout October, Hulu transforms into a fan-first viewing experience filled with moments of fright and delight, featuring over 200 premium Halloween titles and over 5,000 episodes of new and classic shows. It’s not Halloween…it’s Huluween!
Last year, more than 75% of viewers engaged with the Huluween hub. That’s a considerable amount of attentive eyeballs, all who share an interest in the same genre. For marketers, partnering with Hulu provides a unique way to reach these consumers. These partnerships drive serious results too – when aggregating four Huluween campaigns in 2018, we saw the following lifts :
Additionally, viewers understand the value of these relevant partnerships. In fact, 78% of Hulu viewers think it’s smart that advertisers partner with Hulu during Huluween. Interested in partnering with Hulu this Halloween season? Good news, there are still opportunities available!
Source (1): Hulu Internal Portal, October 2018 vs. October 2017.
Source (2) : comScore Video Key Measures, Multiplatform, October 2018, Base: Total Audience.
Source (3): Hulu Internal Portal, 2018
Source (4): Source: Kantar Millward Brown, 2018. Results include all sponsorship flight video placements across 4 campaigns.