Hulu Asks: Mobile First? What About Living Room First?

Over the last ten years there has been an increased focus on mobile devices as a key way to reach consumers, and for good reason. Mobile phones are nearly ubiquitous and smartphone penetration continues to rise, now trailing only TVs and DVD/Blu-ray players in US households (CEA, 17th Annual CE Ownership and Market Potential Study). Video is coming to the forefront across the key mobile channels, particularly social. So conventional wisdom on advertising in digital video might suggest a focus on mobile. However, while some studies have shown that consumers are increasingly watching more content for extended periods of time on their phones (IAB, Mobile Video Consumption -- A Global Perspective), when it comes to long-form, premium content, you have to start with the living room.