Hulu continues to flourish—the site expects to more than double rev this year—and comScore data covering Oct implies that solid execution of a viable business model is a big driver of its success. The site ranked 10th in the month in uniques (29.7mln), with most of the entities ranked ahead comprised of a basket of portals instead of a single destination. Hulu delivered a staggering 1.1bln ads in Oct, by far the most in the digital arena, but perhaps more impressive is its inclusion on both top 10 lists—implying the site’s users are more accommodating of ads and/or delivery of those ads is accomplished in a relatively unobtrusive manner. No other programmer’s digital plays notched spots on both lists. Also of note: the avg Hulu user spent nearly 208min at the site in Oct, 2nd only to Google sites and easily in front of Viacom Digital (54min) and Fox Interactive Media (17min). See data from comScore below.

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