hulu total audience measurement across platforms

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

# of device combinations used to watch Hulu

Source: Hulu Internal, 2015.

2,200 (and growing)

Hulu video viewing is fragmented across platforms, with OTT representing over 50%

Source: comScore Hulu Total Audience Report, March 2015

54% 34%

12%

Percentage of Total Videos Viewed by Platform

OTT

Desktop

Mobile

To cover Hulu’s entire viewing ecosystem, we must measure:

TOTAL DIGITAL OTT

(LIVING ROOM DEVICES)

CO-VIEWING

+

What does unduplicated net audience reach look like?

Mobile Desktop OTT

7

The data inputs:

Tag Data

Survey Data

comScore

Panel Data

TOTAL CONTENT

CO-VIEWING BY PLATFORM

DEMOGRAPHY OF HULU AUDIENCE

How do we calculate Hulu’s Total Audience?

Unique Hulu Viewers

Co-viewing Audience

Total Hulu Audience Tag Data

Survey Data

comScore

Panel Data

All machines with Hulu activity

comScore

Panelist Machines

Panelist machines with Hulu activity

Dramatic increases from mobile and OTT are key drivers of Hulu’s total audience growth

0.0

2.0

4.0

6.0

8.0

10.0

12.0

14.0

16.0

18.0

Mobile OTT* Desktop

Un

iqu

e V

iew

ers (

MM

)

Mar-2014 Audience

Mar-2015 Audience

* Includes co-viewing -19%

+57%

+63%

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

Hulu’s audience grew by 95% by measuring mobile and OTT with co-viewing

Source: comScore Hulu Total Audience Report, March 2015

0

5

10

15

20

25

30

Desktop Plus Mobile Plus OTT Plus Co-Viewing

Total Audience

Un

iqu

e V

iew

ers

(M

M)

13.2

6.3

4.5 1.8

25.8 MM

12.6 MM incremental unique viewers, or nearly half of Hulu’s Total Audience

% Share ofVideos

OTT 54%

Desktop 34%

Mobile 12%

Hulu reaches highly desired Millennial & 18-49 Age Segments

18+ Audience on Living Room Devices

Males

55% 49%

76%

Source: comScore Hulu Total Audience Report, March 2015

18+ Audience on Mobile Devices

Females

62%

Millennials 18-34

People 18-34 People 35+

49%

TV Demographic 18-49

People 18-49 People 50+

77%

Peter Naylor

SVP, Sales, Hulu

@prnaylor

Manish Bhatia

Chief Revenue Officer, comScore

@TwitterHandle

THANK YOU!