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Hulu Live TV— StatSocial’s Guide to OTT Network Audiences

Sep 11, 2018 | Insights

(Be sure to check out this series’ introductory entry here.)

Hulu’s live-streaming package is one size fits all, for under $40 a month (with premium channels, such as HBO, available for an additional monthly fee). The available channels will vary a bit from region to region.

The Disney, Fox, and NBCUniversal co-owned streaming giant is really as responsible as any single player in the streaming video realm for the building momentum toward cord-cutting, making much of the programming from three of the four major networks available the day after terrestrial broadcast for about a decade now. So, you can be certain that as their live-streaming service grows, they will be seeking the maximum coverage conceivably available for all their subscribers.

Hulu’s original programming has ranged from the Emmy winning series based on author Margaret Atwood’s dystopian novel, ‘Handmaid’s Tale’ (the first streaming show to ever win the Emmy for Outstanding Drama Series), to this year’s Stephen King created psychological thriller series, ‘Castle Rock.’

Additionally, cable programming from Comedy Central, Adult Swim, and other outlets come to Hulu’s on-demand channel often within a couple of weeks of their initial airing (with some shows, such as ‘South Park’ or ‘The Daily Show’ being made available the next day). Fallon, Kimmel, and Seth Meyer’s Monday-through-Friday talkshows appear shortly after airing. ‘Saturday Night Live‘ goes up in pieces almost immediately, and in its entirety (sometimes barring musical guests) by the following Sunday afternoon.

If it’s current content from major media outlets you’re seeking, no other on-demand streaming service has quite so robust a selection. For this reason, and many others, Hulu’s journey into the land of live-streaming comes with high expectations.

In many markets Hulu Live TV — with Fox, Disney and NBC running the show, and each being leaders in cable sports (and it has long been believed that Disney will be acquiring Fox’s entertainment interests in the near future, which could result in a live-streaming sports leviathan) — offers a rich array of channels for the armchair jock such as ESPN, ESPNews, ESPN 2, ESPN U, Fox Sports 1, Fox Sports 2, CBS Sports Network, NBC Sports Network, NBC Golf, ESPN Bases Loaded / Goal Line, SEC Network, TNT, plus local network affiliated (or owned and operated) channels, and more.

Integrating their mobile functionality with the OTT, by adding your favorite sports teams to your “My Stuff” list Hulu will automatically record games by your favorite teams. It will also send push notifications to your Android or iOS device, alerting you to when a game featuring one of your favorite teams is about to begin.

The Basic Demos:

SEX

An explanation of how to read this chart, and all such charts you’ll find on the StatSocial platform: The bar in blue, and the percentage within, represents the social media audience being analyzed (in this case, fans of Hulu Live TV). The bar in grey, and the percentage within, represents the baseline. For these entries, that is the average American social media audience. The index score to the right represents the degree to which the corresponding statistic for this audience is either in line with, exceeds, or falls short of the baseline. Index scores consistent with or greater than the baseline are in green, and those that are under-indexed are in red.

Women are marginally under-indexed among the Hulu Live audience, but only ever so-slightly. The sex breakdown of the audience here is rather close to being dead on in keeping with the average American audience.

INCOME

A proportion of this audience exceeding the baseline by one-and-a-quarter times earns under $50k annually. Those earning six figures or more are under-indexed here by five-and-a-half percent.

AGE

To a proportion exceeding the average American social media audience by one-and-a-quarter times, those of college and grad school age — the desirable ages 18 to 24 bracket — is found here. Those ages 54 and up are under-indexed in relation to the baseline by five-and-a-quarter percent.

BRANDS

‘Agents of S.H.I.E.L.D.,’ ‘Marvel’s Runaways’ (a Hulu original series), ‘Cloak & Dagger,’ ‘Agent Carter,’ and more of the seemingly endless live-action televisual Marvel properties live on Hulu on-demand. This might help explain why six times as many Marvel fans dwell among the Hulu throngs than among the average U.S. social media audience.

As for Marvel’s chief competitor… Well, while from a critical (and fan) standpoint DC’s films in this latest cycle have thus far disappointed, a number of their animated series, TV shows, and films from years past have been immensely well-regarded for some time. Not all of their most beloved shows are currently on Hulu, but many are.

You need to be awake to enjoy teevee, however it’s being delivered to your eyeballs. This crowd digs their televisual jollies like they do their coffee. Streaming (out of a coffee pot, or the percolator with the spout that they use to pour coffee). And steaming, but steaming TV went out of style with the death of the cathode ray tube. Still Starbucks customers are to be found among this crowd to a degree exceeding the baseline by over three times.

TV SHOWS

A number of shows that are believed and/or known to have achieved their full audience potential through Hulu’s on-demand service are to be found here. Fox’s prime-time soap, ‘Empire,’ finds affinity among Hulu Live TV’s audience to an extent over four-and-two-thirds greater than the average American social media audience.

Six of the shows are of a live-to-tape and / or outright live nature. Five air Monday-through-Friday. Social media powerhouses such as ‘The Tonight Show,’ ‘The Ellen DeGeneres Show,’ and ‘Conan’ all find fans here to to degrees exceeding the baseline by at least two times.

SPORTS TEAMS

The most highly indexed sports teams here are all under-indexed in relation to the baseline. Five-time Super Bowl champs, the New England Patriots find admirers among this audience to a degree closest to the average American social media audience.

STATSOCIAL CLUSTERS

As you’ll find elsewhere on the StatSocial site, we explain StatSocial Clusters with the words below:

About StatSocial Clusters

Our data scientists have modeled the entire US population into 200 unique clusters. Using billions of inputs for over 120M US consumers, we have segmented naturally occurring population clusters across distinct demographic and household types, personality traits provided by IBM Watson, combined with people’s passions, which we have sourced from their social activities online. For those familiar with traditional clustering models such as PRIZM, Personicx, Mosaic, and Tapestry, we believe this layer of social behaviors, which only StatSocial can offer, provides the richest possible insights into what motivates different types of people. We think you’re going to love the context our cluster analysis will provide.

You can click through here to read our descriptions of all 200 unique segments.

Here are the Clusters most highly indexed among the Hulu Live TV audience in contrast to the average American social media crowd:

From the above linked to page, here are the descriptions of each Cluster:

  1. Hoooray for Hollywood (those belonging to this Cluster occur here to a degree exceeding the baseline by comfortably over 18 ½ times)
    City-dwellers, 60% female, and in their late-30s-to-early-40s. Their mutual affinities are not specific filmmakers or films, but instead the many film studios and production companies dotting the Hollywood landscape (meaning, Universal, Paramount, etc.). IBM Watson’s Personality Insights® says fewer Agreeable and outgoing types are to be found here. In addition to loving those who spend the big bucks to bring us entertainment all year, they are also quite pronouncedly not Neurotic. This suggests they are not actors, screenwriters, filmmakers, producers, or in any way involved in film production. But who’s to say? They are a Conscientious crew, and notably Open to new experiences.
  2. Rustic Rasslin’ (those belonging to this Cluster occur here to a degree exceeding the baseline by nearly five-and-one-third times)
    This assortment of largely dudes in their 20s and 30s enjoy what Vince McMahon, Jr. came to rebrand as “sports entertainment.” But you and we, and we’d bet most of those in this bunch, still call it good ol’ professional wrestling. Era-wise, they seem partial to wrestling from the 90s’ “Attitude Era” to the current day. Neurotic as they are outgoing, and neither to an especially excessive degree, IBM Watson’s Personality Insights® shows all other traits as not being dominant at all. What dominates is a love of men in tights grappling, with a storyline of intrigue and betrayal providing a backdrop for it all.
  3. Food Court Cult (those belonging to this Cluster occur here to a degree exceeding the baseline by five times)
    Far outside of the city there exists a group, consisting of 69% women, in their late-30s-to-early-40s, who are least of all Open to new experiences, and most of all Agreeable. This, of course, according to our data when looked at through IBM Watson’s Personality Insights® tool. Where this lot may be prone to excess would be in the areas of salts, carbohydrates, and saturated fats. Even if it’s the increasingly common healthy alternative menu items they favor, though, this crew is bound by a love of the restaurant chains dotting roadside America (and frankly many of the rest of the world’s roadsides), and these franchises quickly and/or ready prepared, relatively affordable meals.
  4. Mostly Marvel (those belonging to this Cluster occur here to a degree exceeding the baseline by over four-and-two-fifths times)
    This group of 65% suburban women find that their common affinities are decidedly superherocentric. The most prominent points of sympathy among this herd of adherents to the betighted demigods of modern-day mythos are the superhunks who actually don those afore-referenced tights. This, these well-remunerated gym-rats do on screens both big and small. IBM Watson’s Personality Insights® tells us this bunch is equal parts Agreeable and Extraverted. They are Neurotic to a far greater degree. Worth noting, the source material for these televisual and cinematic serials — meaning, the actual comic books themselves — are a shared point of compatibility here as well.
  5. A Bargain Around Every Corner (those belonging to this Cluster occur here to a degree exceeding the baseline by what is approaching four times)
    Under the magnifying glass here is a group of 40-something, suburbanites, nearly rural, and 87% women. IBM Watson’s Personality Insights® says they’re Conscientious in the grand scheme, and fairly Agreeable. They are not at all Neurotic. Their shared affinities are a combination of food manufacturers, big box stores, and other companies known for producing or vending consumer goods for which affordability is a major selling point. Additional affinities include couponing, contests and giveaways, and discounts. Frugality is their common ground, or perhaps just good old fashioned common sense (and cents, but not so much scents… no one likes cheap perfumes or colognes).
  6. Rating the Superhunks (those belonging to this Cluster occur here to a degree exceeding the baseline by three-and-seven-tenths times)
    The group subject to scrutiny here is 76% female, in their 30s, and living in the suburbs. IBM Watson’s Personality Insights® tells us they are, just a modicum in excess of the average, both Agreeable, and Neurotic. A passing glance at the grouping of shared affinities binding these folks together suggests a penchant for the pec-tacular and well abdominized. Names like McConaughey, Chris Evans, Channing Tatum, and the like leap out. But once you wipe the muscles out of your eyes, you’ll notice Samuel L. Jackson, Seth Rogen, and even Emma Watson in there as well. It’s movie stars who seem to really predominate. And, well, movie stars tend to be good looking.

YOUTUBE CHANNELS

Finding favor for his YouTube channel here to an extent exceeding the baseline by 39.45 times is former Vine sensation, and now frequent Mike Tyson collaborator, Anwar Jibawi.

This audience exhibits affinity for the ZackScottGames channel to a degree greater than the average American social media grouping by over 30 ⅔ times. As the channel’s name does more than imply but plainly states, it is the gaming-centric outlet of old school YouTube personality Zack Scott; a content creator on the site since 2006.

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Watch this space, as this survey of the platforms most eager to get you cutting that cord has more to come.

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