Huluween is Back to Haunt Your Streams

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! 

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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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