When law firms ask about streaming advertising, Hulu usually comes up first. It’s one of the most recognizable streaming platforms, and yes. You can absolutely advertise there.
But here’s what most firms don’t realize: Hulu is just one piece of a much larger CTV puzzle. Understanding how it fits into a complete streaming strategy for law firms matters more than just knowing you can buy it.
Yes, Law Firms Can Advertise on Hulu
Let’s answer the direct question: Hulu accepts advertising from law firms, including personal injury attorneys. There are no special restrictions or category blocks.
Your ads appear during streaming content, shows and movies, on Hulu’s ad-supported tier. This is the majority of Hulu’s subscriber base. After Disney’s push toward ad-supported streaming, most Hulu viewers now see ads.
The experience is similar to broadcast TV: Your commercial plays during a break in the content. The difference is that it’s non-skippable, full-screen, and the platform knows exactly who’s watching.
Hulu’s Reach and Audience
Hulu has over 40 million subscribers in the US, with the majority now on ad-supported tiers. This represents significant reach, particularly for streaming audiences.
The audience skews toward cord-cutters and cord-nevers, people who don’t have traditional cable or satellite. For law firms, this matters because it represents households you may not be reaching with broadcast TV.
Hulu also skews slightly younger and more affluent than broadcast TV averages in many markets, though the audience has broadened as streaming has gone mainstream.
Hulu Ad Formats
Hulu offers several ad formats, though most law firms will use standard video:
Pre-roll and mid-roll video. Standard :15 and :30 second spots that play before or during content. This is what most firms run.
Binge ads. Reduced ad loads for viewers watching multiple episodes, with sponsor messaging. Premium format, typically for larger brands.
Interactive units. Ads with clickable elements or viewer interaction. Useful for certain campaigns but not typically necessary for law firms.
Sponsorships. Content sponsorships and branded integrations. Generally reserved for major advertisers with significant budgets.
For most PI firms, standard :15 and :30 second video spots are the right format. They work, they’re familiar, and they don’t require special creative development.
What Hulu Advertising Costs
Hulu is premium inventory, and pricing reflects that.
CPM ranges: Hulu CPMs typically fall between $30-$60+, depending on targeting, content quality, and how you buy. Some premium placements or targeting combinations can push higher.
Compared to other CTV: This is at the upper end of CTV pricing. General programmatic CTV runs $20-$40. Hulu commands a premium because of its brand recognition and content quality.
Minimum budgets: If buying direct through Disney/Hulu sales, expect meaningful minimum commitments, often in the tens of thousands. Programmatic access through DSPs may allow smaller buys, though scale still matters for performance.
Hulu Targeting Capabilities
This is where Hulu gets interesting for law firms. You’re not just buying “Hulu viewers”. You’re targeting specific audiences.
Geographic targeting: DMA, metro, and zip code level. You can focus on your actual service area rather than buying the entire market.
Demographic targeting: Age, gender, household income, presence of children, and other standard demographic segments.
Behavioral and interest targeting: Based on viewing habits, site visits, purchase behavior, and interest categories. Disney’s audience graph is extensive.
First-party segments: If you have first-party data (your own customer lists, site visitors), you can onboard it to target or exclude specific households.
The combination of premium content environment and precise targeting is what makes Hulu valuable, not just the Hulu name.
How to Buy Hulu Ads
There are two main paths to buying Hulu inventory:
Direct Through Disney
Contact Disney/Hulu’s advertising sales team and negotiate an insertion order (IO). This gives you:
- Guaranteed placements
- Often better inventory access
- Direct relationship and support
- Higher minimums and less flexibility
This path makes sense for firms with significant budgets ($50K+) who want guaranteed premium placements and can commit to longer campaigns.
Programmatic Via DSPs
Access Hulu inventory through demand-side platforms like The Trade Desk, Google DV360, or Amazon DSP. This gives you:
- More flexible budgets
- Unified buying across multiple publishers (not just Hulu)
- Advanced optimization and frequency capping
- Less guaranteed placement certainty
Most law firms working with CTV agencies or partners use this path. It’s more flexible and allows you to balance Hulu with other inventory sources.
Hulu vs a Full CTV Strategy
Here’s the honest take: Hulu is excellent inventory, but it’s not a complete streaming strategy.
When you only buy Hulu, you’re reaching Hulu viewers. But streaming viewership is fragmented across dozens of platforms, Peacock, Paramount+, Tubi, Pluto TV, Roku Channel, and more.
A household that doesn’t watch Hulu still streams. They’re just streaming somewhere else.
The smarter approach: Use Hulu as part of a broader CTV buy that reaches streaming viewers wherever they watch. Programmatic CTV through a DSP lets you do this, accessing Hulu inventory alongside Peacock, Paramount+, Roku Channel, and other ad-supported platforms.
This way, you’re not betting on one platform. You’re reaching streaming households across the ecosystem.
Is Hulu Right for Your Firm?
Hulu Makes Sense When
- You want premium, brand-safe inventory
- Your budget supports $30-$60+ CPMs
- Targeting markets where Hulu has strong penetration
- Building into a broader CTV strategy
Hulu May Not Be Best When
- Budget is tight and efficiency matters most
- You need maximum reach across all platforms
- Other platforms have stronger local penetration
For most PI firms, the answer is “Hulu as part of a diversified CTV buy” rather than “Hulu only.”
The Bottom Line
Can law firms advertise on Hulu? Absolutely. Should you? Probably, but as part of a complete streaming strategy, not as your entire CTV approach.
Hulu offers premium inventory, strong targeting, and high completion rates. It’s legitimate, proven, and accepted in the legal vertical. The question isn’t whether to use it, but how to use it smartly alongside other streaming inventory.
The firms getting the best results from CTV aren’t the ones buying only Hulu or only Roku or only any single platform. They’re the ones reaching streaming households wherever they watch. For a side-by-side look at CTV versus OTT advertising, the distinction matters more than most firms realize.