Hulu was one of the earliest major streaming platforms to enter the market, navigating multiple challenges as it grew. These included ownership transitions and brand identity challenges. However, the 2017 debut of The Handmaid’s Tale—the first streaming series to win a Best Drama Emmy—was a pivotal moment, helping the platform solidify its presence in the industry.
Since that milestone, Hulu has built a reputation for standout original dramas and as the streaming hub for network favorites like Abbott Elementary. This mix of content has been instrumental in fueling subscriber growth.
Unlike Amazon Prime or, until recently, Netflix, Hulu has always leaned into an ad-supported business model. This allows the platform to maintain lower subscription prices compared to top competitors. Historically, advertisers needed to buy ad space via third-party connected TV vendors. Now, Hulu has launched its own self-serve advertising platform—Hulu Ad Manager—in beta.
We’ve been anticipating this shift, and after gaining access, we’re impressed with the platform’s functionality and its ability to support diverse client campaigns.
Below, we’ll take a closer look at Hulu Ad Manager and share valuable insights into Hulu advertising overall, helping you decide how to integrate it into your media strategy. As always, feel free to reach out to us to explore your advertising options.
A Little Hulu History
Hulu launched in 2007, a joint venture of NBC Universal, News Corp. and a private equity investment firm. Disney later joined them, and for the first three years, the streamer basically consisted of recent shows from NBC, Fox and ABC, whose parents were the main backers. Later, Hulu expanded to showing other content and posting originals from its networks more quickly, and eventually the streamer began programming its own.
Hulu didn’t offer an ad-free option until 2015, essentially jacking up the price of its ad-supported tier to offer programming without ads. It’s experimented with different ad approaches. In 2019, it added a frozen advertising screen when viewers paused their content. It also runs Ad Selector, which invites viewers to interact with content, choosing which type of ad they want to watch. The company claims this increases engagement by double-digit percentages.
Since the launch, Disney has become the main owner of Hulu, with Comcast (NBC’s parent) holding a minority stake. Disney now offers a bundle that includes Hulu, ESPN+ and Disney+, two of its other premium streaming options.
How Many Subscribers Does Hulu Have?
Hulu currently has 46 million active subscribers—roughly one-third the subscriber base of Disney+ and significantly behind streaming giant Netflix, which has over 223 million users worldwide. However, it’s important to note that Hulu is available only in the U.S. and Japan, which limits its international reach compared to global competitors.
Who Watches Hulu? Demographics Download
Hulu has a desirable audience. According to Statista, just over half of adults 18-34 say they subscribe to Hulu, compared to 22% of those over 65. Hulu has almost 100 million viewers — that’s the number of people who actually watch the streamer. So that means that each subscription has a little over two people in a household watching. More than half of those Hulu viewers are 34 or younger.
About 52% of subscribers are female, which matches Netflix’s breakdown, too. The majority of viewers, over three-quarters, watch the service in their living room, which suggests many are using over-the-top devices to view it on TV vs. watching on their phones (mobile viewing is more common in bedrooms).
What Is the CPM for Hulu Advertising?
Over the past two years, we’ve seen Hulu CPMs peak at around $50—on the higher end of the streaming ad spectrum. While it’s still considered a premium platform, average CPMs have dropped to approximately $32. This decline aligns with a reduction in third-party platforms offering Hulu ad inventory, streamlining access and potentially improving value for advertisers.
What Are the Benefits of Advertising on Hulu?
A significant 62% of Hulu subscribers opt for the ad-supported plan, giving advertisers a wide-reaching audience. Hulu users also tend to be affluent, with a median household income of $96,000—meaning they have the purchasing power to engage with and invest in your products or services.
What Are Hulu’s Top-Rated and Most Popular Shows?
Little Fires Everywhere and The Handmaid’s Tale remain Hulu’s biggest breakout hits to date. In recent years, critically acclaimed series like The Bear, Abbott Elementary, and Reservation Dogs have built strong fan followings and media buzz, though their overall viewership numbers haven’t yet matched those of Hulu’s earlier blockbusters.
Self-Serve Advertising Network
How Hulu’s Self-Serve Advertising Network Works
Hulu offers more than 75,000 episodes across approximately 1,700 titles. Its self-serve ad platform, Hulu Ad Manager, is designed to help advertisers reach engaged audiences and precisely target their ads to relevant content.
The platform is user-friendly, offering guided steps throughout the setup process to help advertisers launch campaigns with ease.
Targeting capabilities are highly customizable. You can segment audiences based on Behavior, Demographics, Interests, and Ownership. For example, if you choose to target by Interest, you can narrow further into categories such as:
- Entertainment
- Food & Drink
- Home
- Lifestyle
- Travel
Choosing “Entertainment” might unlock further refinement options like:
- FPS Games
- Gamers
- Gaming Superfans
- Hip Hop Lovers
- Live Events, Sports, Theater
If you target by Demographics, options include:
- Career
- Education
- Financial
- Milestones
Each demographic category includes detailed subgroups. For instance, under “Milestones” you can select:
- Parents With Grade Schoolers
- Parents with Kids 0-12
- Parents With Pre-Schoolers
- Parents With Teens
- Parents With Teens: College Interest
You can also apply basic filters such as age group, gender, ZIP code, or designated market area (DMA). There’s even the ability to exclude regions—useful if your product is limited to certain states or you’re launching a regional tour. With so many targeting combinations, you can reach a highly specific audience.
The granular targeting makes it easy to connect with users most likely to convert. For example, if you’re promoting a new Lady Gaga album, you can tailor your campaign toward her core fans—typically females aged 15–30 who are heavy social media users. Hulu Ad Manager allows you to construct and optimize campaigns around those preferences.
Hulu’s self-serve platform opens doors for advertisers previously hesitant to dive in. And with current CPMs trending lower, there’s even more reason to explore it. Want expert help launching your Hulu campaign or navigating Hulu Ad Manager? Contact us today!