Hulu Total Audience Measurement Across Platforms
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