![]() ![]() The number was a 15% increase from 2020’s Huluween, a trend that will likely continue as entertainment companies continue to shift priority to their streaming businesses.Ī recent SambaTV and The Harris Poll survey found that less than half of U.S. Last year’s Huluween content hub was visited by 75% of the platform’s active users, who consumed 7.2 billion minutes of content, according to data from Hulu-owner Disney. ![]() The hub also connects audiences with content fit to their tastes through buttons labeled “scary,” “very scary” and “very very scary.” There are also Huluween takeovers of Hulu’s social media accounts and promotional content, as well as in-person activations planned for Los Angeles and Salem, Massachusetts. ![]() This year’s Huluween, Hulu’s fifth edition, features a remake of horror classic “Hellraiser,” plus a curated selection of films and themed TV episodes in an on-app hub. I don’t know that there really is an equivalent.” Hulu Senior VP and Head of Marketing Scott Donaton said the platform’s yearly Huluween takeover “might be the biggest dedicated thing that we do in the year.” While he noted year-end holidays also drum up significant interest for original movies, Huluween stands out “in terms of the ambition and scope of how we approach it and the fact that it is pretty much a month-long celebration that cuts across so many areas. “It’s a prelude leading into shopping as people shop earlier and earlier for the holidays.”Īnother buyer said that streamers “struggling to grow their audiences” are wise to focus on Halloween, given that “one of the ways of, at least historically, has been to do some good holiday stuff-it breaks out and it’s a little bit more noticeable.” Kicking off year-end commerce, “Halloween becomes a much bigger play because it is the content, the sponsorship opportunity, that leads into shopping season,” one media buyer told Ad Age. The horror-off is meant not only as a subscriber pull, but also a way to usher in holiday shopping ads-which traditionally began to spike around Thankgiving and Black Friday-earlier than ever. Hulu, Peacock and Shudder, among others, have ramped up their efforts around the spooky season with in-app hubs that serve up interactive playlists of frightful content. As major platforms seek relief from a sinister year, the likes of Michael Myers, Pinhead and Chucky may serve as unlikely heroes. ![]() Declining subscriber numbers, slowing revenue growth, market saturation and an impending recession-sounds like the plot of “Nightmare on Streamer Street,” but it is the reality facing the various players in streaming TV. ![]()
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