As ‘Only Murders In The Building’ Nears Broadcast Run, New Analysis Of YouTube Viewing Shows Only 12% Overlap Between Hulu And ABC
deadline.comEXCLUSIVE: In the latest sign of the industry’s changing times, Disney last week announced that Hulu original Only Murders in the Building would air on ABC in January.
New data provided to Deadline by Tubular Labs shows the logic behind the scheduling move. Tubular, which is a YouTube measurement partner, has special access to data from the digital video giant and also tracks social video viewing on YouTube and Facebook across millions of global devices.
Social viewing centers on trailers and clips rather than full episodes, but it is nonetheless widely considered a reliable proxy for longer-form tune-in.
Analyzing viewing on official YouTube channels during October (see chart above), Tubular found that just 12% of those who watched ABC content also watched Hulu content.
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