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Hulu Ups Ad Frequency 37% in October

15 Nov, 2013 By: Erik Gruenwedel

YouTube again dominates online video consumption with more than 500 minutes per viewer, up 27% from last year, according to new comScore rankings

Hulu subjected the average viewer to a record 80 online video ads in October, up 37% from more than 58 ads during the previous-year period, according to new data from comScore.

The frequency dwarfs the combined number of ads AOL (26), YouTube (31) and BrightRoll (15) subjected each of its viewers, despite reaching less than 6% of the U.S. population.

Americans viewed more than 24.5 billion video ads in October. Video ads reached 56% of the total U.S. population an average of 141 times during the month.

Hulu, which is co-owned by The Walt Disney Co., 21st Century Fox and Comcast, is upping its profile with a slate of new original programming, a new CEO, CFO and backed by $700 million in funding from its corporate parents.

Meanwhile, YouTube continues to dominate online video consumption, with the Google-owned video platform’s 165 million users watching an average of 506 minutes of content in October. That’s up 27% from nearly 400 minutes viewed on average by 153 million visitors last year. 

Newcomer to the top 10: Los Angeles-based Maker Studios with 30.4 million unique viewers consuming more than 500,000 videos, or 62 minutes per viewer. The original and third-party content aggregator bested CBS Interactive and tracked just 8 million unique viewers less than Microsoft’s video properties, according to comScore.

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