Altman Solon is the largest global TMT consulting firm with expertise in media consulting. Here we go over findings from our 2024 Consumer Video Survey focusing on U.S. Hispanic audiences.
The U.S. Hispanic market is one of the most dynamic and rapidly growing segments in the country. With purchasing power in the trillions, this group also stands out as early adopters of emerging tech.
Recent findings from Altman Solon’s 15th annual Hispanic Consumer Video Survey shed light on the video content, channel, and language preferences of Hispanic audiences within a broad cross-section of the population.
Unique to this study is our focus on content type (TV programming and ad content) and genre preferences. Our findings reveal insights that can inform investment decisions when developing programming and marketing specifically for these groups.
Hispanic respondents in our study exhibit a distinctly tech-savvy profile, with most self-identifying as early adopters of new tech. They show a significant inclination towards emerging video experiences and are 1.5 times more likely to be interested in augmented reality (AR) and watch parties than the general population.
Additionally, Hispanic audiences are 1.4 times more likely to engage in virtual reality (VR) and second-screen experiences. Their enthusiasm for cutting-edge technology underscores a distinctly forward-thinking nature and a strong motivation to try new things.
Hispanic consumers consider themselves early adopters of new technology and media experiences, positioning this segment well for emerging video ad experiences.
Hispanic respondents showed a particular preference for shoppable TV, outpacing non-Hispanic respondents. Hispanic audiences also have higher inclination towards pause screen ads than non-Hispanic groups.
Beyond shoppable ads, Hispanic respondents were only slightly less amenable than the non-Hispanic group to skippable ads (43% vs. 50%), survey ads (43% vs. 45%), and pre-roll ads (41% vs. 40%).
These trends underscore the importance of tailoring video content and advertising strategies to align with audience preferences, with the expected upshot of more successful marketing campaigns.
Based on the insights gleaned from our study, several critical strategies emerge to support broadcasters and marketers looking to engage the U.S. Hispanic consumer video market more fully.
The U.S. Hispanic market represents a highly influential segment with significant purchasing power and a forward-looking approach to technology. Our most recent Consumer Video Survey finds that Hispanic consumers are not only early adopters of emerging video experiences but also strongly prefer interactive ad formats.
Marketers and content distributors can more effectively reach this growing segment by tailoring content investment to focus on cross-channel consumption, youth-targeted programming, and co-generational viewing.
Understanding Hispanic consumers’ digital behaviors and preferences is key to developing successful, highly resonant strategies that drive loyalty and engagement and help establish meaningful audience relationships. Authentic connections are made by meeting them where they live—both digitally and culturally. In doing so, it is possible to transcend traditional advertising boundaries and achieve more reliable returns on channel and content investment.
As the U.S. Hispanic population continues to grow and evolve, staying attuned to their content, device, and language preferences will be the key to staying ahead of the curve.
Insights contained in the Hispanic Consumer Video Study offer a valuable roadmap for navigating this dynamic landscape, unlocking unprecedented potential for growth in Hispanic consumer video.