Exclusive data from Hulu breaks down the behaviors of streaming viewers in April and identifies 4 distinct categories

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Hulu shared with Business Insider exclusive findings from a recent study it commissioned on the behaviors of streaming viewers.
The research found that people who stream typically have four distinct experiences while doing so, including indulging in a guilty-pleasure show or gripping drama, or watching a show because it’s part of the cultural conversation.
The research has the potential to shape how Hulu programs for its platform and works with advertisers, Julie DeTraglia, Hulu’s head of research, told Business Insider.
“The more we understand the routines of watching the more we can tailor both the programming and the advertising,” DeTraglia said. “We’re really just getting started in how we figure out how to make this work.”
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With new streaming-video services rolling out and a global pandemic spurring people to spend more time watching their screens, Hulu took a look at how people are spending their time while streaming video, in a new study of viewers.

The US-based platform found that most streaming experiences fall into four distinct buckets, like indulging in a guilty-pleasure show or gripping drama, or watching a show because it’s part of the cultural conversation.

The research has the potential to shape how Hulu programs for its platform and works with advertisers, Julie DeTraglia, Hulu’s head of research, told Business Insider.

If Hulu can start to identify these streaming experiences as they happen, for instance, it could allow advertisers to tailor messaging for them, the way brands already customize creative to match certain shows or habits like binge-watching on Hulu.

“The more we understand the routines of watching the more we can tailor both the programming and the advertising,” DeTraglia said. “We’re really just getting started in how we figure out how to make this work.”

Hulu’s findings on streaming experiences were shared exclusively with Business Insider. They’re are part of a larger Hulu research project, called “Generation Stream,” which examines the habits of streaming users. The research will continue rolling out this year, including at the service’s June Newfront event for advertisers.

The research included interviews with 20 “culture setters” conducted with the boutique research agency, Culture Co-op, followed by an April 2020 survey of more than 2,500 13- to 54-year-olds about their behaviors while streaming.

“The TV landscape changes so rapidly,” DeTraglia said. “We wanted to get a pulse check, right now, especially as there are so many new ways to stream.”

Since the survey took place in April, Hulu’s research also offers a snapshot of viewing in the time of coronavirus pandemic. US states started going into lockdown in March to help slow the spread of the virus.

“This does capture sort of current state of affairs that change daily, but I think we settled a bit after the first month of quarantine,” DeTraglia said. “All viewing has been up and streaming has been up more than everything else.”

Hulu spotted 4 distinct streaming experiences

Hulu found that 90% of the survey respondents streamed video and that their streaming experiences fell into four distinct camps.

They either:

got lost …read more

Source:: Business Insider

      

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