NEW YORK — A research report from Altman Solon solidifies what many multicultural marketing and advertising pros have been saying for years and was amplified earlier this week across Upfront presentations from TelevisaUnivision and NBCUniversal: Hispanics are pacesetters when it comes to media and tech trends.
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With the Upfronts and IAB NewFronts now in the past, data from Altman Solon’s Annual Consumer Video Study reveal interesting trends among U.S. Hispanic viewers, including high pay-TV subscription rates and strong interest in new on-demand video and advertising offerings.
Key findings of the survey, which saw queries made to more than 500 U.S. Hispanic viewers, include the confirmation that Hispanic households are generally more likely to have access to live Pay TV than non-Hispanic households, especially with respondents under 45 years old.
Additionally, Hispanics have higher viewing rates than the general population for all genres surveyed, including over-indexing on Animated, Sci-fi & Fantasy; intergenerational co-viewing is likely a factor.
The study also finds that Hispanic respondents were more likely to self-identify as early or near-early adopters of emerging video consumption technology; that Hispanics are adopting emerging video advertising experiences, particularly Shoppable TV and other specific ad formats, at higher rates than the general population; and that Hispanic respondents are avid AVOD and SVOD users compared to non-Hispanics; AVOD consumption is largely driven by Hispanics within the 45+ age segment.
“As broadcasters, streamers, and advertisers gear up for the new fall season, Altman Solon’s Study finds that U.S. Hispanic audiences have a wide-ranging interest in programming that cuts across all genres,” said Altman Solon Associate Partner Daniel Weinbaum. “Hispanic households often watch programs together and are early adopters of new video technologies among all age groups. Overall, the Hispanic viewer is savvy, engaged, and willing to spend on video content, making them a critical audience for the industry to reach.”
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