Hispanics go over-the-top
DetailsJuan Fernandez Gonzalez | 24 July 2015
Over half (51%) of the US Hispanic population spend more than 20% of their time watching streamed videos and over-the-top (OTT) content, a particularly strong trend among bilingual and English-speaking Hispanics.
According to the FOCUS Latino report from Horowitz Research this figure compares to 43% of total urban TV content viewers. It also found that more than half of bilingual (54%) and English-oriented (56%) Hispanics report spending more than 20% of their viewing time streaming, compared to 35% of Spanish-dominant Hispanics.
The study shows that OTT capability - being able to handle the technology to stream - is ubiquitous among bilingual and English-oriented Hispanics (92% and 95%), but is at only 74% among Spanish-dominant Hispanics. The reason for this, the research suggests, is less access, rather than lack of interest in OTT. Indeed, when the access barrier is removed, Spanish-dominant Hispanics' OTT habits are similar to their bilingual and English-oriented counterparts.
"Up until now there has been relatively little Spanish-language content available through OTT. Now, new services like Yaveo are offering a selection of Spanish-language content, and established SVOD services, like Hulu and Netflix, are strengthening their Spanish programming. Demand for these services could help close the access gap among less acculturated Latinos," commented Adriana Waterston, Horowitz's senior VP of insights and strategy.