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Summary:

Though we’ve worried that Hulu’s success might make it a victim, by driving its content providers to limit their offerings and provoking cable companies to get in the game, the site keeps growing its wedge of the American audience. If Hulu can keep moving up the […]

Though we’ve worried that Hulu’s success might make it a victim, by driving its content providers to limit their offerings and provoking cable companies to get in the game, the site keeps growing its wedge of the American audience.

If Hulu can keep moving up the charts, it may just capture enough hearts and minds to stay there for the long term. The company is now the No. 4 biggest video streamer in the U.S., according to comScore, and the No. 2 according to Nielsen. comScore reports the site grew its number of viewers 42 percent and its number of streams 33 percent in February, a shortened month that saw a drop for most video sites in the top 10.

Here’s Hulu’s account of its rise:

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(This data comes via email from Hulu this morning, along with a summary of comScore’s January video stats. It seems Hulu is making a cheeky habit of releasing comScore’s monthly data before the research company does so itself.)

Hulu places fourth by comScore’s measure of both number of streams and unique viewers in February, with 333 million streams and 34.7 million viewers. That’s a significant leap up from 250 million streams and 24.4 million viewers in January. Hulu itself has attributed a major bump to its Super Bowl ad. Owing to its long-form content, the site is second only to YouTube by number of minutes per viewer, with 64.5. But that’s down from 79 minutes per viewer in January.

comscorefebviahulu

We have to hope comScore will be irked enough by Hulu putting out these stats to start releasing its own video measurement data earlier each month, so we can stop reading like a Hulu press release! But honestly, Hulu is the story here, after years of YouTube dominance and barely a switch by other sites near the top of these charts. However, it does looks like another story is just around the corner. CBS Interactive, which controls Hulu rival TV.com, cracked the top 10. We’d expect TV.com to grow even further this month after its big promotional push within CBS’s March Madness On Demand video service.

comScore counted 13.1 billion overall U.S. streams in February spread amongst 145 million unique viewers. Google/YouTube had 5.35 billion streams and 99.4 million viewers.

  1. Hulu Grew 33% in February Monday, March 23, 2009

    [...] our friend Liz Gannes at NewTeeVee comes a great article packed with juicy data. This is just a taste: [Hulu] is now the No. 4 biggest video streamer in the U.S., according to [...]

  2. This is my room » Blog Archive » Hulu Grew 33% in February, I think. Monday, March 23, 2009

    [...] Hulu viewership report.  Why is it that the title of NewTeeVee’s latest article is “Hulu Grew 33% in February,” and not “comScore and Nielsen differ by a factor of 4″ [...]

  3. What to read on GigaOM Network Monday, March 23, 2009

    [...] March 23, 2009 | 12:27 PM PT | 0 comments Many Insecurities of the smart grid. (Earth2Tech) Hulu grew 33% in February, now 4th largest video site. (NewTeeVee) Can Twitter help reduce the email glut? (WebWorkerDaily) Personal clouds + netbooks = [...]

  4. Finance Geek » Ex-Yahoo Exec Dharmaraj Lands At VC Firm Monday, March 23, 2009

    [...] Hulu is no. 4 online video site in February [NewTeeVee] [...]

  5. Netflix and Facebook Link Movie Ratings Monday, March 23, 2009

    [...] have been video-related. The most recent notable video company convert to Facebook was the fast-growing Hulu (though apparently that’s using an old API rather than Connect). Prior to that, sites [...]

  6. I personnally quite like using Hulu. Together with the world’s #1 Downloader for Web Video & TV, I really enjoy.
    http://www.gutensoft.com/Utilities/download-hulu-video.html
    It helps me capture, download and convert hulu video in original quality while I am watching or surfing the web.

  7. NFL, DirecTV Sign 4 Year, $4 Billion Contract Extension: MediaBytes with Shelly Palmer March 24, 2009 | MediaBytes with Shelly Palmer Tuesday, March 24, 2009

    [...] experienced a 33% increase in traffic in February. comScore now ranks the NBCU-Fox joint venture as the number four streaming video site on the web, [...]

  8. comScore Chairman: Down with Clicks, Up with Video Tuesday, March 24, 2009

    [...] growth in viewing of long-form content online is also a boon for the growing online video ad market, he said. The longer people watch, the more [...]

  9. Observational Study Finds TV is Still Tops Thursday, March 26, 2009

    [...] and HD streaming that makes online viewing more TV-like (or even on the TV), Hulu making big gains, and big events like Obama’s inauguration and March Madness rocking the online video world, [...]

  10. Is Online Video a Threat to TV? Thursday, March 26, 2009

    [...] Unfortunately, the data points in many directions at once. The Nielsen study referenced above also shows that more people are watching video on the Internet, as well. And in a recent survey of its users, NBC found that not only were more full episodes watched online at its site year over year, but users were also setting up computers in the living room and “co-viewing” online video with other people. Not to mention the impressive growth curve that premium content site Hulu is experiencing. [...]

  11. Observational Study Finds TV is Still Tops « Insight and Research’s News Archive | Center for Media Design | Ball State University Friday, March 27, 2009

    [...] and HD streaming that makes online viewing more TV-like (or even on the TV), Hulu making big gains, and big events like Obama’s inauguration and March Madness rocking the online video world, even [...]

  12. Report: Disney Could Join Hulu Friday, March 27, 2009

    [...] is on his way out as well. You’d think they wouldn’t want to leave a site that just grew traffic 33 percent in one month hanging, but you never know with these old media [...]

  13. Report: Disney Plays the Field, Talking with YouTube Monday, March 30, 2009

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  14. Analyst: Hulu to Bring in $120 million in ‘09 Tuesday, March 31, 2009

    [...] course, running away with the traffic prize, and it streams far more video than Hulu, but Hulu is breaking from the pack at an impressive clip. Hulu had 333 million streams in February compared to YouTube’s 5.35 [...]

  15. CBS Promos Fancast for Online 60 Minutes Sunday, April 5, 2009

    [...] be directed to TV.com, CBS’ premium content rival to Hulu. Hulu’s traffic has been surging lately as well, and you’d think CBS would want to keep it’s hard-earned 60 Minutes watchers on CBS [...]

  16. Hulu: More Vids to Fewer Uniques in March Monday, April 13, 2009

    [...] Interactive cracked comScore’s February top 10 video rankings, and press releases from the network today announced that according to Nielsen’s March stats, [...]

  17. TV-Serien im Netz: Herausforderung und Chance | Digitaler Film Tuesday, April 21, 2009

    [...] anderthalb Jahren geschafft sämtlichen anderen Videostartups hinter sich zu lassen und rangiert seit kurzem in den USA auf dem vierten Platz hinter YouTube, Fox(MySpace) und Yahoo!. Im Gegensatz zur üblichen YouTube Konkurrenz, die ebenfalls auf UGC setzt, hat Hulu das Wachstum [...]

  18. As Hulu Gets More Mainstream, Long Viewing Sessions Wane Monday, April 27, 2009

    [...] viewers (a gain of 14.3 percent) in March, according to comScore Video Metrix. And the site has once again beat comScore to release the measurement firm’s monthly video report to the [...]

  19. Measuring Up the Online Video Measurers Thursday, June 4, 2009

    [...] charts. And TV streamer Hulu, just a gleam in NBC and Fox’s eye a couple years ago, is now a Super Bowl ad-driven household name and one of the biggest web success stories of the last [...]

  20. It is great to know that this great site continues to grow. This means that many people appreciate and like using this site.

  21. Hulu Closer to Becoming a Household Name Wednesday, September 9, 2009

    [...] subsequent star-studded television campaign, appears to have worked for Hulu not just in terms of viewership, but also in terms of [...]

  22. 899 Ninja Kitty Power Saturday, October 17, 2009

    [...] [6] Gannes, Liz. Hulu (March 23, 2009) Grew 33% in February. Retrieved August 15, 2009 from http://newteevee.com/2009/03/23/hulu-grew-33-in-february/ [...]

  23. Monetization and Performance of Social Platforms « 899 ninjas ~only one ninja kitty Tuesday, November 10, 2009

    [...] [6] Gannes, Liz. Hulu (March 23, 2009) Grew 33% in February. Retrieved August 15, 2009 from http://newteevee.com/2009/03/23/hulu-grew-33-in-february/ [...]

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