30+ Hulu Statistics for 2025: Users, Revenue & Viewership
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Hulu is one of the most well-known video-on-demand platforms today. It was publicly founded in 2007. Since then, it has become a key market player and made for a fascinating case study. As part of my continuous research on marketing trends, I’ve compiled 30+ Hulu statistics you should know for 2025. They cover its user base, market share, revenue growth over the years, and a whole lot more.
Hulu stats (top picks)
Hulu was founded as a joint venture between News Corporation and NBC Universal in 2007.
Hulu hit 50 million subscribers as of December 2023.
As of October 2023, 45% of Hulu users watched content on the platform with an ad-free subscription.
Hulu generated a whopping $2.1 billion ad revenue for the year ending in September 2021.
In 2022, the average demand for Hulu’s originals in the United States stood at 64.1%.
Hulu overview and market position
The first step to understanding Hulu’s market position today is to understand where it began and the key milestones in its journey. The data in the sections below tells you all you need to know about it and compares its market growth with that of its key competitors.
Key facts about Hulu’s history and growth
Here’s a brief overview of Hulu’s history since it was founded in 2007.
Hulu was founded in 2007 as a joint venture between News Corporation and NBC Universal. Later, it included Providence Equity Partners and The Walt Disney Company.
Hulu.com was launched in 2008 and brought a free streaming platform supported by ads.
In 2010, Hulu launched its subscription service, Hulu Plus. This was the first time a subscription-based service was available across platforms.
In August 2011, it launched its first original, “A Day in the Life.” In September of the same year, it hit its first big milestone: 1 million subscribers.
In 2016, Hulu went on to hit a milestone of 12 million subscribers.
In 2019, The Walt Disney Company assumed full operational control of Hulu.
As of December 2023, Hulu had hit 50 million paying subscribers.
Hulu vs. other streaming platforms
How does Hulu compare with other streaming platforms in terms of its market share and subscriber count? Here are a few key insights.
As of the fourth quarter of 2022, the Hulu market share was about 16%, a 1% drop from its share in the third quarter of the same year.
In comparison, Netflix’s market share in the fourth quarter of the same year stood at 25%, while Disney+ held a share of 12%.
In the fourth quarter of 2024, The Walt Disney Company reported that Hulu had 52 million paying subscribers. In comparison, Netflix had a whopping 282.7 million paying subscribers as of the third quarter of 2024.
Sources: Antenna, Statista, Statista
Hulu user demographics and behavior
What is the demographic breakdown of Hulu’s user base, and what are their content consumption patterns? The two sections below tell you everything you need to know.
Age and geographic distribution of Hulu’s audience
Here are a few key insights in terms of its audience's age and geographic demographics.
As per eMarketer’s October 2023 forecast, Hulu had 130.7 million viewers the same year. In comparison, Netflix had a yearly viewership of 173.3 million the same year.
53.52% of the traffic to Hulu.com came from a female audience, while 46.48% came from a male audience.
Additionally, 33.66% of the website visitors were between 25 and 34 years old, the highest percentage among all age groups.
94.25% of the traffic to Hulu.com came from the United States in November 2024. A total of 152.45 million devices were used to access this website.
India came in at a far second, contributing just 0.56% of the traffic to the website.
The United Kingdom came in third, contributing 0.42% of the traffic to Hulu.com.
The age group that most commonly watched content on Hulu without ads was 18-34. In contrast, those over 65 who stated they watched content on Hulu amounted to 4%.
Sources: eMarketer, SimilarWeb, Semrush, Statista
Viewing habits and content preferences
What are some of the key viewing patterns and preferences among Hulu’s audience? Given below are some insightful facts.
According to Antenna, 45% of Hulu users watched content on the platform with an ad-free subscription as of October 2023. However, ad-supported viewership increased by Q1 2024, with only 38% watching content on Hulu ad-free. This meant that 62% watched content via an ad-supported subscription.
Hulu’s Live TV option gives viewers access to 70 channels, including Comedy Central, ABC, and Fox, as well as NFL and international soccer games. As a result, as of 2023, Hulu+ Live TV was the second most popular online TV service in the US, after YouTube TV, with a whopping 4.6 million subscribers.
Sources: Antenna, Antenna, Statista
Hulu subscription and revenue statistics
The growth of Hulu’s subscriptions across its different models and revenue are key to understanding its growth over time. The sections below provide all the relevant data regarding these aspects.
Growth in subscribers and subscription models
Here’s everything you need to know about the growth of Hulu’s subscriber base across its different subscription models.
As the data in the first section showed, Hulu reached a subscriber base of 1 million in September 2011. By 2016, it had 12 million subscribers, which now stands at 52 million as of 2024.
Hulu offers a basic subscription plan that contains ads at $7.99. Its priciest subscription package costs $17.99 and is ad-free. Several bundles also give users access to other platforms like ESPN, Disney+, and so on.
16% of those between the ages of 18 and 34 stated they watch Hulu ad-free.
Sources: Hulu, Statista, Statista
Revenue overview
How much does Hulu make a year? Here’s everything you need to know about Hulu’s revenue.
Hulu’s revenue in 2016 amounted to $2 billion, an increase from the $1.5 billion it recorded the previous year.
According to Disney+ data, Hulu’s average revenue per subscriber for SVOD was $12.17 in 2023. On the other hand, its average revenue per subscriber for SVOD + Live TV was $90.52.
Hulu advertising statistics
The data in the two sections below tells you everything you need to know about Hulu’s ad revenue and advertiser engagement.
Ad-supported model and revenue statistics
How popular is Hulu’s ad-supported model and how much advertising revenue does the company make? Here are a few key statistics.
Hulu’s ad revenue was predicted to reach $3.13 billion in 2021, an increase of 40% from its revenue in 2020.
For the year ending September 2021, Hulu generated a whopping $2.1 billion in ad revenue. This made it the dominant earner in ad revenue compared to other players like Paramount+, Peacock, and so on.
What adds to its revenue is that Hulu has a high retention rate. According to Second Measure, 65% of Hulu subscribers with an ad-free plan plan to remain on the platform after 6 months.
Additionally, the Disney+ bundle that includes ESPN and Hulu recorded a retention rate of 71% for the ad-free plan after six months compared to 68% for the ad-supported plan.
Sources: eMarketer, Mediapost, Second Measure
Audience reach and advertiser engagement
According to SaaSPartners, the typical video ad costs anywhere between $10-$30 per thousand impressions.
According to a study conducted by Hulu, ads on the platform commanded 73% more attention than ads on social media sites.
Additionally, eye-tracking data showed that users only looked at ads on social media for roughly half the ad’s duration (51%), as opposed to 88% on Hulu.
Sources: SaaSPartners, Hulu
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Hulu’s content catalog and original programming
What has the company’s investment in its original content been like over the years, and does it have any partnerships for licensed content? The data in the two sections below gives you all the information you need.
Growth and investment in Hulu originals
As the data in the first section mentioned, Hulu was the first streaming service to launch original content with “A Day in the Life.”
According to Parrot Analytics, the demand for Hulu’s originals has also increased over the years. Between January 1, 2022, and June 27, 2022, the demand for its top 10 originals increased exponentially compared to the demand for its originals between 2015 and 2016.
The average demand for Hulu’s originals in the United States stood at 64.1% in 2022.
Sources: Hulu, Parrot Analytics
Licensed content and exclusive partnerships
Licensed content reflects the largest share of demand within Disney+’s content bundle. As per Parrot Analytics, the demand for Hulu’s licensed content stood at 70.5% in 2022, while the demand for its originals was 6.1%. These numbers are based on considering both Hulu and Disneky+ to be standalone streaming platforms.
Conversely, demand for licensed content on Disney+ stood at 15.3%, while the demand for its originals was 8.0%. Additionally, Hulu is the only video-on-demand platform that offers user access to shows from every US broadcast network, including CBS Corporation, NBCUniversal, The CW, Turner Networks, and more.
Sources: Parrot Analytics, Hulu
Hulu viewership and engagement statistics
The data in the two sections below tells you everything you need to know about the number of monthly active users on Hulu and the platform's engagement levels.
Monthly active users and daily engagement rates
Here are a few key statistics that highlight the engagement rates on Hulu.
The average visit duration to Hulu.com as of November 2024 was 16 minutes and 26 seconds.
In terms of the share of traffic by device, 72.89% of the traffic came from a desktop, leaving 27.11% of the share coming from mobile phones.
Sources: Semrush
Average time spent on the platform
How much time do users spend on Hulu on average?
In terms of the time spent watching content on video streaming platforms, Hulu came in second, with an average of 53 minutes a day in 2024. Netflix took the first spot, with users spending an hour a day on the platform.
One key contributor to the amount of time users spend on this platform is that it offers both original and licensed content, with 70,000+ TV episodes and movies.
According to Ampere Analysis, this translates to a total of 9578 titles on Disney+ and Hulu.
Sources: eMarketer, Hulu, Ampere Analysis
Technological innovations and interactive features
What are some of the key technological innovations and features driving Hulu’s growth and engagement on its platform? The data in the two sections below highlights everything you need to know.
Hulu’s app updates and streaming features
Hulu has a mobile app for Android phones and tablets, Android TVs, the Chrome app, Apple TV, Fire Stick, Fire TV, and Chromecast. A few key updates to the app include haptics for a more immersive experience, Ads for Positive Actions, which makes ads on the platform more interactive, and Shareable Playlists. This allows users to create playlists of their favorite content and share them with friends and family.
Sources: Hulu
Interactive and user-personalized features
Some of the other interactive and personalized features include The Masked Binger, which followed CDC guidelines and used facial recognition to add masks to characters to remind viewers to wear their masks. This was a key innovation during the peak of the COVID-19 pandemic. Another key feature was Context Switch, which catered to those working from home, sending them reminders via Slack to get up and stretch to help break the monotony.
Sources: Hulu
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The bottom line
Hulu has made big waves in the video-on-demand segment, boasting some of the highest engagement rates on the platform. This guide has listed 30+ Hulu statistics you should know for 2025. As a marketer looking to advertise on this platform, documenting your meetings and strategy sessions is key, and this is where an AI note-taking tool like Notta can help.
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