Hulu's new study looks at the way people use streaming platforms and identifies four distinct types of streaming consumers, with demographic and psychographic traits for each group. Which group are you in?
More than 90 percent of people ages 13-54 use at least one streaming service, a study from Hulu finds — but they don't use those services in any single way.
The report is the first in a series of Hulu has commissioned to give a fuller picture of its user base to marketers and producers. The largest group of users, according to the study, falls under what Hulu calls "therapeutic streaming." It counts people who stream content as a way to decompress and " reflect," and the content these users pick often has some nostalgia attached to it. Demographically, this group is also closest to the population as a whole.
"Indulgent streaming" — the binge mode in Hulu's terminology — describes the habits of 21 percent of users who will spend a weekend racing through an entire season, or multiple seasons, of a series. The group skews somewhat older and is more likely to live alone.
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