Survey of 500 shows U.S. Hispanic viewers embrace new tech, enjoy all TV genres
With upfronts this week, data from Altman Solon’s Annual Consumer Video Study reveals interesting trends among U.S. Hispanic viewers, including high pay-TV subscription rates and strong interest in new on-demand video and advertising offerings.
“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.”
Major findings of the survey of more than 500 U.S. Hispanic viewers include:
- Hispanic households are generally more likely to have access to live Pay TV than non-Hispanic households, especially with respondents under 45 years old
- 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
- Hispanic respondents were more likely to self-identify as early or near-early adopters of emerging video consumption technology
- Hispanics are adopting emerging video advertising experiences, particularly Shoppable TV and other specific ad formats, at higher rates than the general population
- Hispanic respondents are avid AVOD and SVOD users compared to non-Hispanics; AVOD consumption is largely driven by Hispanics within the 45+ age segment
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