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NEW ROCHELLE, N.Y., Aug. 22, 2017 -- Horowitz Research has just released the 2017 editions of FOCUS Latino, FOCUS Black, and FOCUS Asian, three annual reports that track viewing behaviors and the market for cable, broadband, and new media content, services, and technology among U.S. Hispanic, Black, and Asian TV content viewers. Consistent with previous years, Horowitz finds that multicultural audiences are heavier streamers than general market viewers and continue to be highly valuable audiences for TV and technology programming and services in today’s highly competitive and fragmented media environment.
Some highlights from the reports include:
- Horowitz’ FOCUS Latino report reveals that three in four Hispanic TV content viewers stream at least some of their TV content, with streaming accounting for about four in ten hours of weekly TV viewing. Notably, while past editions of the report found that Spanish Dominant Hispanics lagged behind their counterparts, this year’s study finds that the share of streaming among English Oriented, bilingual, and Spanish Dominant Hispanic segments is on par. Among Hispanic streamers who watch content in Spanish, 62% watch at least some of their Spanish content by streaming.
- Horowitz’ FOCUS Black report has consistently shown that Black TV viewers spend more time, on average, watching TV than the average viewer. This year’s study is no different, with Black viewers reporting 5.7 average daily viewing hours (5.2 among the general population). Black 18-34 year-olds spend even more time with TV than their older counterparts (5.9 hours), and a substantial amount of that time is not spent with live TV. Overall, Black viewers spend almost half their time watching traditional, live TV and 37% of their viewing time streaming. Among Black 18-34 year-olds, more than half of their time is spent streaming, while only about one in four hours is spent with live TV.
- 74% of Asians surveyed for FOCUS Asian say they stream at least some of their TV content. Asian streamers are more likely to use a dedicated streaming stick or box, like Roku or Apple TV, or a Smart TV to stream content to a TV set than the general population. For Asian streamers who also watch Asian language content, streaming is a common source: 51% say they watch content from other countries only or mostly streamed.
“The competitive market for pay TV is becoming increasingly crowded with new players vying for traditional TV’s most valuable customers,” says Adriana Waterston, Horowitz’s senior vice president of insights and strategy. “From the onset, many of these new players recognized the value of multicultural audiences, aggressively targeting these audiences with well-priced packages and culturally relevant content, and it’s paying off. In a previous study, we found that multicultural audiences were among the most interested in new virtual MVPD services like Hulu with Live TV and DIRECTV Now. Today, as both traditional and new pay TV providers strategize about how to adapt and improve their value proposition, programming and marketing efforts focused on acquiring and retaining Hispanic, Black, and Asian consumers will be critical.”
For more information about the reports, schedule an interview with an analyst, or to request specific data, please contact [email protected], 303-284-6879.
About Horowitz Research
Horowitz Research is a leading provider of consumer market research specializing in media content, services, and technology. Founded in 1985, Horowitz Research provides an annual syndicated research subscription and a full suite of à la carte syndicated reports about consumer attitudes, behaviors, and relationships with media, telecommunications, social media, technology, and advertising. Horowitz also provides primary quantitative and qualitative consumer and market research for companies ranging from small start-ups to Fortune 500. The company’s expertise includes telecommunication services; traditional and new subscription pay TV services; digital media and platforms; TV and video attitudes, behaviors, and expectations; mobile apps; and consumer technology. For more information, visit www.horowitzresearch.com.
