Hulu nears 12M subs as it sees 33% growth in past 12 months

By Jim O'Neill on May 04 2016 at 8:00 AM
Hulu nears 12M subs as it sees 33% growth in past 12 months

Hulu today said it has close to 12 million subscribers in the U.S. – still a long way behind Netflix’s 47.7 million domestic subscribers and Amazon Prime Instant Video’s estimated 21.6 million users – but it’s a significant bump from last year’s 9 million subs.

At its Upfront presentation in New York today Hulu also announced some new content, including its debut of Hulu Documentary Films, the acquisition of The Beatles: Eight Days A Week from Director Ron Howard and season renewals of original programming including The Path and The Mindy Project, among others.

Hulu also said it had signed a deal to become “the first streaming service to deliver interactive advertising units built exclusively for the living room,” partnering with BrightLine of the technology that is expected to launch in Q3.

Hulu also added to its measurement tools, signing deals with Nielsen that will allow it to measure viewing on all of Hulu’s living room devices – think Roku, Xbox and PlayStations -- in the living room with Nielsen’s Digital Ad Ratings. Unfortunately, that won’t include tablet and smart phone viewing, which increasingly are being used to consume video by brands’ favorite demographic, Millennials.

Hulu CEO Mike Hopkins attributed Hulu’s growth to “an extraordinary array of original series, hit broadcast and cable shows and blockbuster movies” that it’s added it its content portfolio.

“In 2016, we’re going even bigger and bolder,” he said. “We’ll expand our offering with more premium content and brand new ad measurement products that will continue to make Hulu the leader in choice for seamless entertainment and advertising experiences.”

Of course, Hulu may be going ever further, if, as rumors have it, the streamer’s owners – Fox, Disney and Comcast -- decide to begin offering a live Internet TV service early in 2017. The Wall Street Journal this week said that Hulu was planning a $40/mo. offering that would include ABC, ESPN and the Disney Channel, as well as the Fox broadcast network, Fox News, FX and Fox’s national and regional sports channels.

Amazon, meanwhile, has begun offering a stand-alone streaming service for the first time, offering the Prime service for $8.99/mo., in lieu of the $99 annual Prime membership fee. Netflix’s standard membership costs $9.99/mo.

Stay tuned.

Follow me on Twitter @JimONeillMedia and on LinkedIn

READ THESE NEXT

LatAM, SVOD, Mobile
Latin America seeing golden age of TV in form of SVOD
Aug 22 2017 7:30 AM

Globally, subscription video on-demand (SVOD) is on a rocket trajectory and Latin America is deeply in the mix. While Netflix, Amazon and Hulu have been the leaders of subscription video on-demand growth, an increasing array of subscription services – there are more than 100 in the U.S. and Canada alone – are seeing fast subscriber growth and adoption across demographic groups.

SVOD, Pay TV, Millennials, Cord Cutting
Q2 likely to be miserable as operators brace for big customer losses; OTT anyone?
Jul 24 2017 3:00 PM

Could second quarter pay-TV subscriber losses in the United States top 1 million, the highest figure ever? In a word, yes.

The second quarter routinely is a weak one for operators and in the current environment – remember the first quarter saw more than 800,000 subscribers cut the cord, according to Kagan – reaching one million may be an easy task.

SVOD, Operators, Netflix
Should European operators worry about cord cutting as Amazon, Netflix push deeper into their market? Absolutely
May 25 2017 8:15 AM

When the Big Two come to play in your backyard, it’s time to up your game.

Netflix and Amazon have launched a push into Europe that will likely result in some bad nights of sleep for operators, pay-TV channels and broadcasters looking themselves to do more business over the top.

Live Streaming, SVOD, AVOD
Live-linear OTT viewing to exceed traditional TV by 2020
Apr 20 2017 12:30 PM

Just in time for the annual NAB Show, a new report has surfaced with a forecast that’s sure to prompt an antacid surge among broadcast execs in Las Vegas next week: OTT viewership worldwide will outnumber traditional TV viewership before the end of the decade.