Hulu viewers are a perfect example of modern day empowered viewer. With plenty of original shows running on the platform with weekly updates, Hulu viewers get to decide when, how and what to watch and Hulu carried out a study to dive deep into their viewing habits. The study surveyed over 1,600 viewers to determine whether they prefer to watch episodes on a weekly basis or in larger chunks. About 60 percent said they prefer to watch multiple episodes of a series in one sitting, while 8 percent will watch an entire season or series in one day. This leaves 32 percent of viewers watching week-to-week.
Additionally Hulu study claimed that viewers’ moods influenced their TV selection. According to the study after watching an intense show, viewers opted for more fun and easy shows such as Family Guy, Casual and Brooklyn Nine-Nine.
The mood based viewership and change in viewing habits shows how diverse viewers can be when they can control what they watch which is crucial for advertisers to note, said Hulu.
In an Advertising Week panel held last Thursday, members of FreeWheel’s advisory services team advised that TV ad buyers be mindful of the “holistic experience” of today’s viewer.
“Video publishers should work to reduce or moderate ad loads, which leads to less ad fatigue,” said Ying Wang, director of advisory services at FreeWheel. “There should be creative diversity and context-aware formats. As people are binge watching more often, ad diversity will become more important.”
“Publishers and advertisers should be taking on the responsibility for creating value,” said Wang. “The investment in addressable household ads is in the beginning stages, but there are ways to be proactive to ensure the value exchange between publishers, advertisers and viewers is positive.”