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Hulu stands out in the streaming world with its mix of live TV, next-day network episodes, and an expanding slate of original programming. That reach is only expected to grow, as Disney prepares to integrate Hulu with Disney+ in 2026, and as many express interest in subscribing to a new streaming service specifically to watch fall and winter sports.
Answer our Poll: Pick one: Netflix or Hulu?
For advertisers, the platform presents a prime opportunity. Hulu audiences are active and engaged, with nearly half (44%) tuning in weekly and another third (32%) at least monthly. These are strong engagement rates, especially since most consumers have three or more streaming subscriptions.
Not all Hulu subscribers are accessible to advertisers, though, with Hulu offering ad-supported and ad-free tiers. That’s why CivicScience took a closer look at ad-tier Hulu subscribers to better understand where they overlap with dining behavior, specifically which restaurants attract the highest and lowest percentage of users. This analysis builds on our ongoing streaming series, following a recent look at Netflix users by retail customer base.
Longstanding data show that Hulu ad-supported users are more likely than the Gen Pop to dine at fast-casual chains Arby’s, Cracker Barrel Old Country Store, T.G.I Friday’s, Applebee’s, and Panera. Users also over-index on breakfast chains like IHOP and Dunkin’, along with other niche restaurants, including Moe’s Southwest Grill and Olive Garden.
Weigh In: When purchasing fast food, do you tend to go through the drive-thru or dine indoors?
Beyond restaurant preferences, Hulu ad-supported users stand out with characteristics that set them apart from the average American, highlighting additional opportunities for brands:
- Early holiday shoppers: 39% of Hulu ad-supported users have already started their holiday shopping, compared to 35% of the Gen Pop.
- Family-focused spending: Nearly 10pp more likely to have purchased toys, kids, or baby-related items from Amazon.com in recent months.
- Diminishing price sensitivity: 6pp more likely than the Gen Pop to say they’ve become ‘less’ price sensitive over the past 12 months.
- Beauty buying: 9pp more likely than Gen Pop to have purchased makeup for themselves over the past 3 months (35% vs. 26%).
- Splurging: About two-thirds of both groups splurge on themselves, but Hulu ad-tier users are 8pp more likely to splurge on an expensive meal.
- Dining cutbacks: Roughly 10pp less likely to cut back on fast-casual and upscale restaurants due to higher prices, though cutbacks on fast food mirror the Gen Pop.
- Food delivery usage: 10pp more likely to use online delivery services like DoorDash and Grubhub, and 5pp more likely to use them at least once a month.
- Nostalgia: Slightly more likely to say nostalgia influences purchases, and 7pp more likely to say eating an old favorite food feels nostalgic.
As brands ramp up their media strategies for upcoming holiday campaigns, these insights reveal where Hulu ad-supported users present the strongest opportunities. With CivicScience’s extensive database, clients and partners can uncover which brands best resonate with audiences across industries, including retail, food and beverage, financial services, and more – and apply those insights to reach consumers on the platforms that drive the most impact.
