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Mensuração de audiência.
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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!
