A vast majority of Hispanic Americans have access to Connected TVs and most prefer streaming. As such, Connected TV platforms are a strategic place to find these consumers.
That’s a key insight from a fresh look at Connected TV use and preferences courtesy of LG Ad Solutions, which has a vested interest in the growth and health of free, ad-supported streaming television channels.
The report finds that some 94% of Hispanics that participated in its study of 1,435 internet-connected TV users can access Connected TV.
But, it is the streaming preference takeaway from the report conducted in February through May of this year that could only fuel the fire at entities ranging from NBCUniversal’s Telemundo to Estrella Media and TelevisaUnivision, where Connected TV is in varying degrees of development.
Why do these consumers prefer streaming? More control, and more content, were the common answers.
Additionally, the TV Home Screen is a top content recommendation source among the Hispanics surveyed. With Run3TV bringing a similar “home screen” to broadcast TV in ATSC 3.0, over-the-air stations may consider capitalizing on this finding in the coming years.
And, while LG Ad Solutions finds that some 69% of Hispanic Connected TV users prefer English-language television TV content, 51% pay more attention to ads in Spanish, informing content versus advertiser language strategies.
The survey also shows how bilingual, bicultural Latinos are dominating the U.S. Hispanic consumer space, but not to the expense of those who prefer to communicate in Spanish and may be in the U.S for less than five years. Immigration continues to remain high, with Spanish speakers from across Latin America and Spain settling in the U.S. with limited English vocabulary skills.
The LG Ad Solutions study builds on Nielsen data released in September 2023 that find the U.S. Hispanic population has the highest rate of digital video penetration among racial and ethnic groups, at 81.3%.
“With Connected TV’s advanced targeting capabilities, brands have the opportunity to market to diverse groups of people with messages that are authentic and relevant,” says Monica Longoria, Head of Marketing Insights for LG Ad Solutions. “Our research shows that relevance is key for driving consumer action. As the US continues to become more multicultural, now is the time for marketers to be intentionally inclusive with their TV & video strategies.”
To download the 20-page PDF report in full from LG Ad Solutions, please click here.
