Video-streaming service Hulu now has 28.1 million customers in the US, including 26.8 million paid subscribers and 1.3 million people on ‘promotional accounts’.

The company revealed the new figures at its latest showcase in New York. The news means Hulu has added 3.1 million customers since the start of 2019 – it ended last year with 25 million – and has added 8.1 million in the last 12 months since reaching the 20 million mark.

Hulu didn’t break down any of these figures to show the impact that its partnership with Spotify has had: the pair launched a joint $12.99-a-month subscription in the US last year, before dropping the cost to $9.99-a-month in March 2019.

Hulu’s announcement yesterday was more focused on new series, but it also debuted a new advertising idea: “the industry’s first binge advertising experience” which will “make it possible for marketers to target binge viewers with a creative that is situationally relevant to their viewing behaviour”. More details to come on that: it’s relevant, because it’s Hulu’s ad-supported plan which is bundled with Spotify in the US.

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