Hulu in Japan chooses Nice People At Work to engage users

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Hulu I. Japan — the business of the premium streaming service owned by HJ Holdings — in collaboration with local online video platform, PLAY, has selected NPAW (Nice People At Work) — the global video intelligence and analytics company helping online video services grow — to improve its platform performance and user engagement to drive better business results. NPAW’s analytics platform, YOUBORA, enables product and technical teams at Hulu to support smarter, data-driven, decision-making to build an optimized streaming service, enabling instant access to premium live and on-demand experiences across all devices.

In an extremely connected market where consumers spend an average of six hours a day engaged with digital content, excellent quality of experience and evolving services based on end-user experience data are essential prerequisites to stand out from the growing competition.

Hulu intensively uses real-time monitoring and intelligent alerts to detect, diagnose, and troubleshoot platform errors to understand subscriber consumption patterns, device distribution, and third-party vendor performance to optimize new configurations and set ups. Advanced analytics has enabled Hulu to work together with partners to optimize costs and ensure high-end content delivery quality levels.

Hulu in Japan, launched in 2001 and acquired by major terrestrial network Nippon TV in 2014, has steadily increased its subscriber base over the past six years to become the first Japanese streaming service provider with over 25% VOD market share. Today, the service features over 60,000 titles including everything from movies and live TV shows to documentaries and anime.

“Adding an advanced video intelligence layer to Hulu’s video service in Japan was a critical point to support business growth plans,” stated Brian Pang, VP of Sales APAC at NPAW. “Hulu’s teams required advanced granularity and precise insights to drive performance and user engagement. Now they can bring conversations to the next level.”

“In turn, providing YOUBORA analytics to a leading Japanese media company reinforces NPAW’s presence across Asia and our commitment to bring advanced insights to help video services build immersive experiences and maximize economics.” continued Mr. Pang.

The service is delivered by NPAW alongside its trusted Japanese partner, DPSJ, with further technical support provided by NPAW’s global solutions and engineering team.


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