In the world of SVOD services there are three companies that dominate the playing field: Netflix, Amazon, and Hulu. Any creative would be beyond grateful to have their content hosted by one of these companies, but depending on the demographic they’re trying to reach, it is worth it to note that subscribers between the three are noticeably different.
Yes, Netflix does cater to the largest audience with over 55 million subscribers, which is 5x as many as Hulu and 7x as many as Amazon, but if one’s content is crafted for a more female audience, than Hulu may be the way to go. According to a recent report released by Hitwise, 86% of Hulu’s subscribers are female, which is likely due to female leads starring in some of their most popular shows, such as the “Mindy Project” and the “Handmaid’s Tale” (which is the 6th most searched “Hulu” term in the last 4 weeks). When it comes to Netflix and Amazon, women account for 54% and 38% of their audience, respectively. Amazon’s male dominated audience may account for them being 106% more likely to visit sports websites — if you believe that sort of thing.
When it comes to age, Netflix is dominated by the 25–44 year olds. Hulu, on the other hand, is a bit more diverse; although their largest audience is older Millennials (25–34), the company shows a surprising level of engagement with Boomers and pulls a higher percentage of young Millennial subscribers (18–24) than the other two.
What about receptivity towards advertising? Well, each audience has a different opinion, but in general, Netflix users are more open when it comes to product placement. +13% of Netflix users were likely to agree with the statement “When I see a brand named product that I’ve used before in a TV show, I am reassured that the product is good.” Hulu subscribers were the least likely to agree with the statement.
As a growing number of consumers cut the cord, the fight for eyeballs between these three companies will continue to grow. Hulu may have the upper hand when it comes to attracting a female audience, and Amazon may have the in with sports enthusiasts, but one things for sure — with Netflix’s $6 billion content budget, the company could easily snatch up those demographics with a little planning.
Audience data was pulled using Hitwise AudienceView between 4/23/2017– 5/20/2017.