July 16, 2015 - Event: ARF Audience Measurement 2015

Hulu Total Audience Measurement Across Platforms

Manish Bhatia Manish Bhatia
Executive Vice President, Chief Revenue Officer

Manish Bhatia, CRO at comScore, and Peter Naylor, SVP, Advertising Sales at Hulu, presented a study that accurately measures audiences for Hulu across the multiple devices. Audiences of video streaming services have been rapidly shifting away from desktops and moving to connected or Over-the-Top (OTT) devices such as gaming consoles, Roku and smart TVs to watch non-linear video. To measure these shifting audiences across multiple platforms, Hulu partnered with comScore to develop a custom solution to measure Hulu audiences at the device level.

Key takeaways from the presentation include:

  • To cover Hulu’s entire viewing ecosystem, we must measure total digital + OTT
  • Dramatic increases from mobile and OTT are key drivers of Hulu’s total audience growth
  • Hulu’s audience grew by 95% by measuring mobile and OTT with co-viewing

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