Hispanic viewers drive new US TV boom

DetailsJuan Fernandez Gonzalez | 28 December 2014

Hispanic viewers are clearly topping the new TV wave in the US, as they embrace the latest TV everywhere trends and are at the forefront of the new TV boom, especially regarding streaming and mobile video.

According to a recent Verizon report analysed on Viaccess-Orca's industry blog, Hispanic users are 72% more likely to stream video than their non-Hispanic counterparts. In addition, the average Hispanic viewer spends more than eight hours watching online video each month, over 90 minutes longer than the average in the United States.

Hispanics make an attractive potential consumer in the US: they constitute 17% of the nation’s total population, and according to a 2013 Nielsen report, have a projected buying power of $1.5 trillion by 2015.

According to more data highlighted by Viaccess-Orca, Bloomberg said in September Hispanic device ownership is far higher than the non-Hispanic audience, while leading the market in multi-tasking and mobile content consumption.

Tom Mohler, CEO at Olympusat, which partners with Viaccess-Orca for over-the-top (OTT) services the Hispanic market is still complex and challenging, with factors like bilingual content and purchasing power to consider.

“Looking at the Hispanic marketplace you have to break it apart, into the Spanish dominant and the English dominant. These are two completely separate markets and their behaviours are accordingly completely different,” pointed out Mohler.

“One of the key areas why people are missing that particular market was the lack of credit. People have money, they have jobs, but like in many countries in Europe, they are used to working on debit, or working in cash. So literally, half of those homes [Spanish-speaking homes, which represent 56% of Hispanic homes in the US] do not have pay TV.”