Diverse audiences are a key driver behind the growth of over-the-top (OTT) streaming television and media in the U.S.
That’s been a well-established fact for years, as Hispanics and Blacks have long overindexed against the total market on digital media consumption.
Now, new data from Comscore puts a renewed emphasis on the importance of multicultural audiences to marketers and advertisers while showing broadcast TV of its opportunities in the on-demand viewing universe.
More than 40% of WiFi-enabled households are consuming video programming on an over-the-top service, Comscore finds.
The study, which takes into account trends between March 2019 and March 2022, examines the use and impact of diverse audiences on the OTT industry.
During this three-year period, African American OTT users increased in number by 35%, while the total amount of Hispanic OTT viewers grew by 41%. At the same time, Asian OTT viewers increased 69%, and American Indian OTT viewers increased by 66%.
Multicultural viewers are also adding to the time spent consuming OTT-delivered content. With respect to OTT hours watched per household, African Americans saw a 66% increase and American Indians experienced an 88% increase during this time period. These two audiences are watching the most hours per household out of the diverse audiences, Comscore finds.
Meanwhile, Comscore looked at the number of streaming services per household by ethnicity.
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- African-American households are using 6.3 streaming services — more than the national average of 5.5 services
- Hispanic households are using slightly above average at 5.6 services, and
- Asian households are using less than average at 4.9 services
