Hulu Total Audience Measurement

Across Platforms
Peter Naylor
Senior Vice President, Sales
Hulu
@prnaylor

Manish Bhatia
Chief Revenue Officer
comScore

OTT is projected
to represent 50%
of all TV ad revenue,
or $40 Billion by 2020
Source: The Diffusion Group, The Future of OTT TV Advertising 2014 2020

2,200
(and growing)

# of device combinations
used to watch Hulu
Source: Hulu Internal, 2015.

Hulu video viewing is fragmented across

platforms, with OTT representing over 50%
Percentage of Total Videos Viewed by Platform

12%
OTT

34%

54%

Desktop

Mobile

Source: comScore Hulu Total Audience Report, March 2015

To cover Hulus entire viewing

ecosystem, we must measure:
OTT

TOTAL DIGITAL

(LIVING ROOM DEVICES)

CO-VIEWING

What does unduplicated

net audience reach look like?

Mobile

Desktop

OTT

The data inputs:

Tag
Data

Survey
Data

comScore

Panel
Data

TOTAL CONTENT

CO-VIEWING BY
PLATFORM

DEMOGRAPHY OF
HULU AUDIENCE

How do we calculate Hulus Total Audience?

Total Hulu Audience

Tag
Data

Survey
Data

All machines
with Hulu
activity

comScore

Panelist
Machines

Unique Hulu
Viewers

comScore

Panel
Data

Co-viewing
Audience

Panelist machines with Hulu activity

Dramatic increases from mobile and OTT

are key drivers of Hulus total audience growth
18.0

Unique Viewers (MM)

16.0
14.0

Mar-2014 Audience
Mar-2015 Audience

-19%

* Includes co-viewing

12.0

+57%

10.0

8.0

+63%

6.0
4.0
2.0
0.0
Mobile

OTT*

Source: comScore Hulu Total Audience Report, March 2014 - 2015

Desktop

Hulus audience grew by 95% by measuring

mobile and OTT with co-viewing
25.8 MM
30

4.5

Mobile
12%
Desktop
34%

12.6 MM
incremental
unique
viewers, or
nearly half
of Hulus
Total
Audience

25

Unique Viewers (MM)

OTT
54%

1.8

6.3
20
15

13.2

10
5
0

% Share of
Videos

Desktop

Plus Mobile

Plus OTT

Source: comScore Hulu Total Audience Report, March 2015

Plus CoViewing

Total Audience

Hulu reaches highly desired Millennial

& 18-49 Age Segments

18+ Audience on
Living Room Devices

55%

Males

18+ Audience on
Mobile Devices

Millennials 18-34

62%

49%
49%

Females

People 18-34

Source: comScore Hulu Total Audience Report, March 2015

People 35+

TV Demographic 18-49

76%
77%
People 18-49

People 50+

THANK YOU!
Peter Naylor
SVP, Sales, Hulu
@prnaylor

Manish Bhatia
Chief Revenue Officer, comScore
@TwitterHandle