Hulu’s average CPMs fell from $29.40 in Q1 2018 to $25.00 in Q1 2019. Analysts point to industry-wide premium digital video inventory growing against stable demand. This has led to lower CPMs for some publishers. Hulu advertising revenues climbed 45% over previous year, largely due to their subscription base rising 40% YoY.
What this means for marketers: Now is an ideal time to take advantage of lower entry fees into premium video inventory such as Hulu. In the past, there were some challenges in Hulu’s integrations with DSPs; however, these have since been ironed out and inventory can now be tapped via always-on deals in programmatic platforms. The new ease of access to Hulu’s inventory, along with its growing subscriber base, have been large contributors to their jump in ad revenue.