Hulu passed the 20 million subscriber mark in the first quarter of the year, after going over 17 million at the end of last year. The news was announced at the Hulu 18 Presentation, at the newly-named Hulu Theater at Madison Square Garden in New York City. The company added that engagement on its platform jumped by more than 60 percent.
Hulu made a number of other announcements during the event, launching new content deals but also saying it will introduce new options for advertisers, with an eye towards expanding advertising possibilities. The company has started a new download option, but one that also lets advertisers in. There will also be advertising brought in for its Live TV service. Finally, the company has begun four new partnerships, also to boost advertising possibilies. Another partnership, this one for exclusive content, was inked with DreamWorks Animation.
Live TV and advertising
The company will be introducing advertising to its Live TV service. Hulu said the move will enable brands to reach its young and engaged audience in its live sports, news and entertainment programming. Advertising will be started across a few select cable networks and roll out onto additional live content over the coming months.
Downloading content, and advertising
Hulu will launch a new feature, letting people download content, with opportunities for advertisers. People will be able to download and then watch content later with no need for an internet connection, while advertisers will be able to reach target audiences in a viewing experience not usually open to them. The new feature will launch on Hulu during the 2018-2019 upfront season.
DreamWorks exclusivity
Hulu said it has signed its first agreement with DreamWorks Animation. Under the deal, July will be the exclusive streaming home to future DreamWorks Animation feature films from next year, as well as library films. Huly will also work with DreamWorks Animation Television to develop original kids & family series for exclusive streaming. There will be a series inspired by DreamWorks franchises and upcoming feature films, set to debut on July from 2020.
Advertising partnerships
Regarding the four new partnerships, Hulu will now offer attribution across the auto and retail categories, working with IHS Markit for Polk Campaign Measurement Solutions and Nielsen Buyer Insights, respectively. There will also be an expanded offering for CPG brands with the help of IRI’s attribution service. And, together with Experian, Hulu will offer advertisers the ability to enhance their CRM data with Hulu’s first-party data to deliver better insight into sales growth on the platform.
Content plans and premieres
In terms of the content, Hulu will have a third season for The Handmaid’s Tale. It will stream The Good Doctor exclusively after inking a deal with Sony and show a series inspired from Four Weddings and Funeral, written by Mindy Kaling and Matt Warburton, plus a new comedy series from Ramy Youssef, Jerrod Carmichael and A24. There will also be a horror series called Into the Dark, by Hulu and Blumhouse, and Hulu Originals Castle Rock, from JJ Abrams and Stephen King, to premiere on 25 July, plus Catch-22, from George Clooney and starring Kyle Chandler, The First, from Beau Willimon and starring Sean Penn, and Little Fires Everywhere, from Reese Witherspoon and Kerry Washington, based on the novel of the same name.
Nielsen Digital Ad Ratings
Hulu said it has established the Nielsen Digital Ad Ratings (DAR) for OTT. Advertisers will be able to use the service to measure, guarantee and report campaign audience delivery across all desktop, mobile and connected devices. Hulu noted that 78 percent of its users watch content in the living room.
