I hope SAG and IATSE and WGA and DGA members see this: Nielsen Online’s VideoSense survey of February online video streaming habits was a shocker — Hulu was No. 2 behind only YouTube. True, Hulu’s 308 million streams is tiny compared to YouTube’s 5.1 billion streams. As for other of Big Media’s New Media, Viacom’s Nickelodeon Kids and Family Network (209.4 million streams) finished #4, and News Corp’s Fox Interactive Media (194.2 million streams) #5.
“[But] the war is not over sheer number of streams. The real battle involves brand identity, audience quality and ultimately advertiser acceptance,” CableFAX analyzed. “So far, Hulu seems to be attracting major brands as advertisers, and many in the media-buying world applaud both the formats and the clean, well-lit haven Hulu represents. If major content brands have a high-profile alternative to partnering with YouTube, such as a Hulu, then the battle is waged over content partnerships, not eyeballs. It is conceivable that Hulu could make as much in ad revenue off of a tenth the number of streams YouTube serves because advertisers are that much more willing to pay for them. If Hulu becomes the go-to place for professionally produced content, then the advertisers will follow.”