“We all know that streaming has dramatically changed the way people watch TV,” Julie DeTraglia, head of research and insights at streaming service Hulu, told online delegates at the Advertising Week 2020 conference. “It has provided nearly endless choice and complete control.”
To understand why consumers pay attention to certain shows – and the accompanying ads – within this bottomless array of material, Hulu undertook two pieces of analysis. One study, entitled “Generation Stream”, was conducted with research agency Culture Co-op and featured a survey of 2,500 people in the 13–54 age range, plus qualitative work among cultural trendsetters and...