January 8, 2019
Hulu on Jan. 8 announced it added 8 million subscribers in 2018 to bring its year-end total to 25 million subscribers across its subscription on demand (SVOD) and live TV plans in the United States.
That’s a 47% year-over-year increase in subscribers for Hulu, although the subscription streamer did not break out how many subscribers only use its SVOD service.
“Consumers have spoken loudly about their desire for more choice and control in their TV experience. They are seeing the enormous benefits of streaming, they’re deciding which content and brands are most important to them, and they’re choosing Hulu,” Hulu CEO Randy Freer said in a statement.
Hulu said one of the more notable viewing trends it saw in 2018 was that consumers place a great deal of value on having a comprehensive, flexible viewing experience. Viewers who subscribe to Hulu + Live TV spend 50% of their time watching on-demand or recorded programming. Accordingly, Hulu invested significantly in securing exclusive content and enhancing its streaming technology to support a superior experience across its live and on-demand plans.
Also in 2018, Hulu expanded its on-demand library to more than 85,000 episodes in 2018, adding more current series to its roster including “The Good Doctor,” “Killing Eve,” “The Orville,” “Superstore” and “Grown-ish.”
Hulu announced it grew its advertising revenue more than 45% to nearly $1.5 billion – the most in the Hulu’s history – and increased its advertiser base by 50%.
The median age of a Hulu viewer is 32 – nearly 25 years younger than the average broadcast TV viewer (56) – and the average annual household income of a Hulu viewer rose to $93,000 in 2018, according to the company.
Binge viewing is prevalent on Hulu. Looking at the top 100 shows on Hulu, over half of all viewing sessions consist of three or more episodes of the same series, the company announced.
Following its two Golden Globe wins for Season 1, Hulu’s hit drama “The Handmaid’s Tale” returned in Season 2 with a 76% gain in total consumption compared to Season 1.
“Castle Rock” was Hulu’s highest performing new original of 2018 and was the second-highest performing Hulu Original this year, behind “The Handmaid’s Tale.”