Hulu is one of the most popular on-demand video streaming services in the United States. Launched in 2007, Hulu has grown to become a household name for legally streaming movies, TV shows, documentaries, and more.
Hulu has an extensive on-demand library with over 85,000 episodes of TV shows and movies.
This includes popular shows like Family Guy, Bob’s Burgers, Seinfeld, South Park, Rick and Morty, etc. Hulu’s movie catalog contains titles like Parasite, A Quiet Place, Booksmart, Portrait of a Lady on Fire, and more.
In terms of TV shows, Hulu offers full series from networks like NBC, FOX, ABC, FX, TNT, Comedy Central, and many more. The service adds around 3,200 new TV episodes every month.
In recent years, Hulu has been expanding its original content catalog rapidly. As of 2023, Hulu has over 100+ critically acclaimed Originals in its portfolio.
Hulu Subscriber Stats
- Hulu will generate approximately $11.1 billion in revenue in 2023, most of which will come from its streaming platform
- Approximately 70% of Hulu subscribers were on ad-supported plans (Variety).
- Hulu boasted 94.5 million viewers and had revenue of $4.4 billion
- Hulu had roughly 48.5 million paid subscribers
- 41% of Americans aged 18-29 had a Hulu subscription
- About 52% of Hulu viewers are female
- Hulu boasts a total of 99.7 million viewers
- 4 million users subscribe to the Hulu Live TV bundle.
- Approximately 40% of Hulu’s content in the United States is exclusive.
Company Overview
- Launch Date: Hulu was officially launched on October 29, 2007.
- HQ (Headquarters): Hulu’s headquarters are located in Santa Monica, California, USA.
- Business Type: Subscription-based streaming service
- Industry: Entertainment and media industry, specifically in the streaming and digital distribution sector.
Hulu subscribers by generation
When we break down Hulu subscribers by generation, both Millennials and Generation X lead the way with 37% of the total subscribers.
Following them, Baby Bloomers represent 19% of the subscribers, while the youngest group, Generation Z, makes up 17%.
Hulu subscribers by generation:
| Generation | Share |
|---|---|
| Gen Z | 17% |
| Gen Y | 37% |
| Gen X | 37% |
| Baby Bloomers | 19% |
Hulu subscribers by Region
About 75% of Hulu subscribers belong to the urban communities. Whereas, 25% of them reside in rural locations
Hulu subscribers by Region:
| Gender | Share |
|---|---|
| Urban Communities | 75% |
| Outside towns & Cities | 25% |
Source: Morning Consult
Hulu subscribers by Race
Looking at the racial breakdown of Hulu subscribers, the majority are White (non-Hispanic) at 64%.
Hispanics come next, making up 20% of the subscribers.
Black (non-Hispanic) viewers represent 13%, while Asians and others account for the remaining 3%.
Hulu subscribers by race:
| Race | Share |
|---|---|
| White (non-Hispanic) | 64% |
| Hispanic | 20% |
| Black (non-Hispanic) | 13% |
| Asian, other race or ethnicity | 3% |
Source: Statista
Hulu annual subscribers 2011 to 2022 (in mm)
Hulu has experienced steady subscriber growth annually since its launch. In 2011, Hulu had just 1 million subscribers. By 2019 that figure had jumped to 25 million subscribers.
In 2020, Hulu hit 32 million subscribers and The most recent data shows 45 million subscribers in 2022.
It is estimated that Hulu will surpass 48.5 million total subscribers in 2023, highlighting the consistent expansion of its customer base over time.
| Year | Subscribers (mm) |
|---|---|
| 2011 | 1 million |
| 2012 | 2 million |
| 2013 | 4 million |
| 2014 | 6 million |
| 2015 | 10 million |
| 2016 | 12 million |
| 2017 | 17 million |
| 2018 | 22 million |
| 2019 | 25 million |
| 2020 | 32 million |
| 2021 | 41 million |
| 2022 | 45 million |
| 2023 (Estimated) | 48.5 million |
Sources: The Verge
Hulu quarterly subscribers 2019 to 2023 (mm)
| Quarter | Number of Subscribers (in millions) |
|---|---|
| Q1 2019 | 22.8 million |
| Q2 2019 | 25.2 million |
| Q3 2019 | 27.9 million |
| Q4 2019 | 28.5 million |
| Q1 2020 | 30.4 million |
| Q2 2020 | 32.1 million |
| Q3 2020 | 35.5 million |
| Q4 2020 | 36.6 million |
| Q1 2021 | 39.4 million |
| Q2 2021 | 41.6 million |
| Q3 2021 | 42.8 million |
| Q4 2021 | 43.8 million |
| Q1 2022 | 45.3 million |
| Q2 2022 | 45.6 million |
| Q3 2022 | 46.2 million |
| Q4 2022 | 47.2 million |
| Q1 2023 | 48 million |
| Q2 2023 | 48.2 million |
| Q3 2023 | 48.3 million |
Hulu’s SVOD streaming subscribers
Hulu annual streaming subscribers 2018 to 2022 (mm)
In 2018, Hulu had 20.1 million SVOD subscribers. By 2019, that number had increased to 23.2 million. In 2020, subscribers jumped to 28.8 million, and in 2021 it reached 37.8 million.
The most recent data for 2022 shows Hulu’s ad-supported SVOD subscriber base at 41.4 million.
| Year | Subscribers (mm) |
|---|---|
| 2018 | 20.1 million |
| 2019 | 23.2 million |
| 2020 | 28.8 million |
| 2021 | 37.8 million |
| 2022 | 41.4 million |
Source: Company data
Hulu Live TV subscribers
Hulu’s Live TV service reached over 4 million subscribers in 2022. However, Live TV subscribers’ growth has slowed in the past two years.
It is estimated that Hulu will have 4.4 million subscribers in 2023.
Hulu Annual Live TV Subscribers 2018 to 2022 (mm)
| Year | Subscribers (mm) |
|---|---|
| 2018 | 1.1 million |
| 2019 | 2 million |
| 2020 | 3.3 million |
| 2021 | 3.8 million |
| 2022 | 4.1 million |
| 2023 (Estimated) | 4.4 million |
Hulu subscriber’s annual income
50% of Hulu subscribers earn under $50,000 per year. This income profile is most similar to Netflix, where 19% of subscribers make over $100,000 annually.
In terms of income distribution, Hulu and Netflix have the most subscribers in lower income brackets compared to rivals.
Hulu Market Share vs. Competitors
According to a 2021 year-end report from Nielsen, Hulu accounts for 11% of overall streaming in the United States. This puts Hulu at the #3 spot behind Netflix (25%) and YouTube (21%).
Here is a breakdown of streaming market share by major players in the US:
- Netflix – 25%
- YouTube – 21%
- Hulu – 11%
- Amazon Prime Video – 8%
- Disney+ – 6%
- HBO Max – 5%
Among the pureplay streaming services, Hulu holds the second position behind Netflix in terms of subscribers and market share.
Hulu user Stats
Hulu’s User By gender
Hulu has the most equal gender split of subscribers among major streaming services, with 52% female and 48% male. This makes it stand out in terms of gender parity compared to other streaming platforms.
Hulu’s User By gender:
| Gender | Share |
|---|---|
| Female | 52% |
| Male | 48% |
Source: MorningConsult
Since launching, Hulu has gained subscribers every year. By the end of Q3 2023, Hulu had 48.3 million subscribers.
Hulu’s user by Viewership
Hulu’s viewership has steadily grown from 57 million in 2018 to 111.5 million in 2023. It’s projected to reach 115.6 million by 2024.
Hulu’s user by Viewership:
| Year | Hulu Viewers |
|---|---|
| 2018 | 57 million |
| 2019 | 76.3 million |
| 2020 | 94.5 million |
| 2021 | 99.7 million |
| 2022 | 106.1 million |
| 2023 | 111.5 million |
| 2024 (Estimated) | 115.6 million |
Source: Emarketer
Hulu users with ad-free plan and Ad supported plans
In October and January, the split was similar with 62% of users choosing the ad-supported plan and 38% opting for the ad-free plan.
However, November saw a spike in the ad-supported plan’s popularity, with 81% of users choosing it and only 19% going for the ad-free option.
By December, the distribution shifted again, with 67% on the ad-supported plan and 33% on the ad-free plan. This data highlights the fluctuating preferences of Hulu subscribers over these months.
Hulu users with ad-free plan and Ad supported plans:
| Date | Ad-supported Plan | Ad-free Plan |
|---|---|---|
| October 2020 | 62% | 38% |
| November 2020 | 81%, | 19% |
| December 2020 | 67% | 33% |
| January 2021 | 62% | 38% |
Hulu ARPU in the US
For Hulu’s ARPU in the US, the SVOD Only category saw its highest value at $14.49 in Q1 2019 and its lowest at $11.39 in Q3 2020.
In contrast, the Live TV + SVOD category reached its peak at $92.32 in Q2 2023 and had its minimum at $52.31 in Q1 2019.
In the most recent quarter, Q3 2023, the ARPU for SVOD Only stood at $12.39, while the Live TV + SVOD was at $91.80. This data highlights the fluctuations and trends in Hulu’s ARPU in the US over the years.
Hulu Average revenue per user in the US:
| Quarter | SVOD Only | Live Tv + SVOD |
|---|---|---|
| Q1 2019 | $14.49 | $52.31 |
| Q2 2019 | $12.73 | $52.58 |
| Q3 2019 | $12.68 | $58.42 |
| Q4 2019 | $12.67 | $58.82 |
| Q1 2020 | $13.15 | $59.47 |
| Q2 2020 | $12.06 | $67.75 |
| Q3 2020 | $11.39 | $68.11 |
| Q4 2020 | $12.59 | $71.9 |
| Q1 2021 | $13.51 | $75.11 |
| Q2 2021 | $12.08 | $81.83 |
| Q3 2021 | $13.15 | $84.09 |
| Q4 2021 | $12.75 | $84.89 |
| Q1 2022 | $12.96 | $87.01 |
| Q2 2022 | $12.77 | $88.77 |
| Q3 2022 | $12.92 | $87.92 |
| Q4 2022 | $12.23 | $86.77 |
| Q1 2023 | $12.46 | $87.90 |
| Q2 2023 | $11.73 | $92.32 |
| Q3 2023 | $12.39 | $91.80 |
Source: Statista
Hulu Revenue Stats
Hulu’s quarterly revenue 2019 to 2023 ($mm)
Hulu’s revenue has steadily increased each year from 2019 to 2023. In the first quarter of 2019, it was $1.183 billion.
By the end of that year, it grew to $1.595 billion. In the first quarter of 2021, it jumped to $2.336 billion.
Most recently in the third quarter of 2023, Hulu’s revenue hit a high of $2.819 billion. This shows consistent financial growth for Hulu over the past several years across the mentioned quarters.
Hulu’s quarterly revenue:
| Quarter | Revenue (in millions) |
|---|---|
| Q1 2019 | 1183 million |
| Q2 2019 | 1201 million |
| Q3 2019 | 1363 million |
| Q4 2019 | 1595 million |
| Q1 2020 | 1683 million |
| Q2 2020 | 1712 million |
| Q3 2020 | 1791 million |
| Q4 2020 | 2111 million |
| Q1 2021 | 2336 million |
| Q2 2021 | 2302 million |
| Q3 2021 | 2475 million |
| Q4 2021 | 2537 million |
| Q1 2022 | 2712 million |
| Q2 2022 | 2677 million |
| Q3 2022 | 2690 million |
| Q4 2022 | 2715 million |
| Q1 2023 | 2812 million |
| Q2 2023 | 2756 million |
| Q3 2023 | 2819 million |
Hulu annual revenue 2010 to 2022 ($bn)
Hulu’s revenue has grown rapidly since 2010, starting at $0.2 billion that year. By 2011 it doubled to $0.4 billion, and by 2015 it reached $2 billion.
Most recently in 2021 earnings were $9.6 billion, and 2023 revenue is estimated to hit $11.1 billion. This steady upward trajectory in earnings over the past decade highlights Hulu’s expanding financial success.
Hulu annual revenue:
| Year | Revenue ($bn) |
|---|---|
| 2010 | $0.2 billion |
| 2011 | $0.4 billion |
| 2012 | $0.6 billion |
| 2013 | $1.1 billion |
| 2014 | $1.6 billion |
| 2015 | $2 billion |
| 2016 | $2.4 billion |
| 2017 | $3.1 billion |
| 2018 | $3.5 billion |
| 2019 | $4.5 billion |
| 2020 | $7.2 billion |
| 2021 | $9.6 billion |
| 2022 | $10.7 billion |
| 2023 (Estimated) | $11.1 billion |
Sources: GeekWire
Hulu advertising revenue
| Year | Advertising revenue |
|---|---|
| 2016 | $873 million |
| 2017 | $986 million |
| 2018 | $1.45 billion |
| 2019 | $1.82 billion |
| 2020 | $2.24 billion |
| 2021 | $2.7 billion |
Source: Business Insider.
Hulu ad revenue from US connected TV
Hulu’s revenue from ads on connected TVs has seen a consistent rise over the years.
Starting at $1.57 billion in 2019, it grew to $1.96 billion in 2020.
By 2021, the revenue jumped to $2.6 billion, and in 2022, it reached $3.1 billion. This shows Hulu’s growing influence in the connected TV ad space.
Hulu ad revenue from US connected TV :
| Year | Connected TV ad revenue |
|---|---|
| 2019 | $1.57 bn |
| 2020 | $1.96 bn |
| 2021 | $2.6 bn |
| 2022 | $3.1 bn |
Source: eMarketer.
Hulu’s annual streaming revenue 2019 to 2022 ($bn)
Hulu’s annual revenue has increased each year from 2019 to 2022. In 2019, revenue was $3.7 billion. By 2020, it had grown to $4.4 billion.
In 2021, Hulu earned $5.8 billion in revenue, and in 2022 that figure reached $6.3 billion.
| Year | Revenue ($ in bn) |
|---|---|
| 2019 | $3.7 billion |
| 2020 | $4.4 billion |
| 2021 | $5.8 billion |
| 2022 | $6.3 billion |
Hulu annual Live TV revenue 2019 to 2022 ($bn)
In 2019, Hulu generated $1.4 billion in revenue. By 2020, earnings had doubled to $2.8 billion. The growth continued in 2021 with revenue reaching $3.7 billion, and in 2022 it jumped to $4.4 billion.
Over this four-year stretch, Hulu more than tripled its annual revenue, demonstrating impressive financial expansion.
| Year | Revenue ($ in bn) |
|---|---|
| 2019 | $1.4 billion |
| 2020 | $2.8 billion |
| 2021 | $3.7 billion |
| 2022 | $4.4 billion |
FAQs
Ques 1: How many subscribers does Hulu have?
Ans: As of Q1 2022, Hulu has 45.6 million paid subscribers in the US.
Ques 2: How many TV shows and movies does Hulu have?
Ans: Hulu has over 85,000+ episodes of shows and movies in its on-demand catalog.
Ques 3: What is Hulu’s streaming market share?
Ans: Hulu has an 11% share of the total streaming market in the US (as of 2021).
Ques 4: How much does Hulu cost?
Ans: Hulu pricing starts at $6.99 per month for an ad-supported plan. Ad-free plan is $12.99/month. Live TV plans start at $69.99/month.
Ques 5: What devices support the Hulu app?
Ans: Hulu is available on most media streaming devices, smart TVs, gaming consoles, iOS, Android, and web browsers.
Ques 6: How many Hulu original shows are there?
Ans: Hulu currently has over 100+ original shows and films in its portfolio.
