About those Hulu numbers...

NewTeeVee has a post diving into the Hulu numbers for October/November numbers that raise a lot of questions. I see the internet as providing (for the first time) a valid method to measure audience, reach, and engagement that analog via. Nielsen has failed to do for years. On Nielsen specifically do I believe that a "diary" or other method is a real way to measure what people watch (who would write down all of their channel surfing during commercials?)

On that premise, the high level details we understand is that Tina Fey spawned a significant amount of viewing via. 3rd party embeds/ distribution partners. All of that short form viewing is great but I would be very curious to understand how much long form viewing occurs at Hulu vs. their distribution partners. Since Hulu tends to offer a higher quality experience through their HD Gallery coupled with easy to understand navigation I would assume that more users are visiting the destination for a time shifted experience. On my initial opening point it is highly disappointing that we are still unable to understand the "real" numbers that expose how consumers are viewing content online.

I am positive that Hulu internally has strong analytics/ tracking and this is driving their overall business strategy. They have proven able to monetize their distribution partners inventory very effectively but do they suffer from another YouTube problem which is monetizing embeds? Does Hulu retain a high CPM for a Tina Fey clip that is embedded in this blog or any other? Their strong content library gives them significant leverage on the ad buying industry and if they are able to monetize all channels at a high CPM that would prove impressive. An ad sales strategy focused on reach, especially for Hulu, would prove to be a hidden advantage that their competitors may not be focusing on.

As you read more press about Hulu keep some of the above points in mind; they are slowly changing the paradigm not only for the consumer but for advertisers. All of this of course based on the theory that they are closely watching how you view content.