Understanding the evolving preferences of multicultural communities is essential for delivering content that resonates with diverse audiences, and to ensure that entertainment offerings are inclusive and relevant to their unique cultural needs.
Hispanics Are Top Streaming Adopters, Crucial Audience for CTV Advertisers
Survey finds Hispanics are one of the most avid adopters of streaming media and underscores their significance for CTV advertisers. (LG Ad Solutions’ The Inclusive Screen: Hispanic Americans, August 2024)
- 78% of Hispanic Americans prefer streaming to traditional TV, citing the following as primary reasons why:
- ability to watch at your own pace (82%)
- wider range of content options (69%)
- easier content discovery (62%)
- 43% of Hispanic CTV users report family/friends as a top source to find new content
- 37% point to specific app home screens and the TV screen homepages (33%) as top sources
- 4 in 5 Hispanic households watch a mix of Spanish and English language TV
- 69% of Hispanic CTV users prefer streaming free video content with ads instead of paying for a subscription without ads
- 41% of Hispanic CTV users reported searching online after seeing a streaming ad, while 40% visited a brand’s website
Asian American Viewers Value In-Language Content and FAST Channels
Critical Factors in Attracting Asian American Subscribers (Horowitz FOCUS Asian Volume I: Subscriptions 2024)
- 54% of Asian Americans watch at least some Asian-language content
- 45% say content from their country of origin or heritage is valuable for them
- 44% say international content is valuable for them
- 64% (of Asian-language dominant and bilingual Asian TV content viewers) say content in an Asian language or geared toward Asian American audiences is critical when considering which services to subscribe to for entertainment content
- 67% subscribe to at least one SVOD (with an additional 10% who have access without a fully paid subscription via password sharing or bundling)
Netflix and Amazon Prime Video top the list of most-used subscription streaming services among Asian American viewers. However, Asian-targeted SVOD services including Rakuten VIKI, OnDemandKorea, and ZEE5 that offer in-language content play a role in viewership.
- 73% of Asian American audiences overall (up from 23% in 2019) use FAST Channels
- 85% of Asian-language dominant viewers specifically use FAST channels
- Asian American viewers are more likely to use Samsung TV PLUS and XUMO than consumers overall
Hispanic Households Outspend and Outstream U.S. Average
Hispanic-identifying households are more inclined to pay for streaming services and maintain their subscriptions when the content aligns with their interests. (Parks Associates’ North American Streaming Video Tracker, July 2024)
- Spanish-speaking households in the U.S. outspend the average household on subscription streaming video services (SVOD) by about $20
- 96% of Hispanic-identifying households subscribe to at least one SVOD service, which is 8 percentage points higher than the average overall household
- Hispanic-identifying households use an average of 6 SVOD services, compared to slightly under 5 for the average household
- The average Hispanic-identifying household spends $96 per month on SVOD subscriptions, compared to $76 in the average U.S. household
