What are the latest numbers when it comes to subscriptions to cable/satellite and streaming services among U.S. Hispanic consumers? What do Hispanic consumers plan on doing when it comes to their pay TV and streaming services in the near future?
The answers to those questions were delivered in a webinar conducted Wednesday morning by Horowitz Research.
Adriana Waterston, Chief Revenue Officer and Insights & Strategy LeadHorowitz, led the online presentation based on its “FOCUS Latinx” series of studies.
She offered participants “some very topline data” from Horowitz’s State of Media, Entertainment & Tech Subscriptions and Viewing Behavior study, focusing specifically on Hispanic consumers.
Some 643 Hispanic heads of TV households were participants in a mixed methodology research initiative Horowitz conducted, with English and Spanish surveys fielded in February.
Waterston began with reiterating how Hispanics continue to be “on the leading edge” of streaming, continuing their overindexing trends that stretch back a decade, making them early adopters of advertising- and subscripted-based video on demand.
That said, Hispanics continue to overindex on MVPD subscriptions, with various options that include Spanish-language television packages. Some 60% of Hispanic households have a MVPD service, compared to 52% of overall U.S. households.
And, when it comes to SVOD services, Latinos also overindex (76% vs. 67% in the total market). That fuels the streaming activity seen by Hispanics, as show below. Behaviors have changed dramatically. In both the total market and the Latin market, streaming comprises half of all viewing time.
Interestingly, Hispanics overindex for having a MVPD subscription along with a streaming subscription. “They are really content omnivores,” Waterston said. “They want all sorts of content and tend to have larger, multigenerational and multilingual households, which changes the breadth of content that they look out for.”
Meanwhile, 7 of 10 viewers who are Hispanics watch Spanish-language content at least occasionally, making such programming continually important. Even English-dominant Hispanics are watching, thanks to “co-viewing” in multigenerational households, Waterston said.
But, costs continue to be a concern. Could all streaming, managed in a same place and paid all on one bill? Yes, this is a future possibility — and 36% of all Hispanics would be very likely to be interested to subscribe to this type of bundle.
RBR+TVBR does not use the “Latinx” term to refer to U.S. Hispanics or Latino consumers.
