Hispanic millennials abandon TV


Juan Fernandez Gonzalez

| 31 July 2015

As several US Hispanic TV networks are trying to increase their presence on social networks and online video, an analysis is adding fuel to the fire, indicating that young Hispanics are leaving TV for good and moving onto their smartphones.

hispanicsvideoAccording to Nscreen Media, using Nielsen audience figures, between Q1 2014 and Q1 2015 traditional TV viewing fell 13% in the 18-24-year-old group and 10% in the 12-17-year-old range, while only in the over-50s did television viewing increase.

And there is a clear destination for all these viewers: second screens, which are in many cases becoming first screens. Hispanic millennials (18-34) increased the amount of video they viewed on their smartphones by 15% between Q1 2014 and Q1 2015. Young millennials watched 37 minutes more a month and older millennials 22 minutes more.

But mobile video is not gathering all the losses. Hispanics aged 18-24 increased their time using mobile apps and the web by 34% (an extra 16 hours a month) year-over-year in Q1 2015, spending over 62 hours a month interacting with apps and the Web on their phones. For the analysts, these numbers suggest that some of that lost TV time isn't going to smartphone video, but other media like games and social TV.

It's not the first time Hispanic millennials have been cited as leading mobile viewing across the US. Compared to other ethnic groups, Hispanics use the Web and apps on smartphones for nine hours and 54 minutes a week, while blacks use it for eight hours and 14 minutes and Asian Americans for seven hours and 39 minutes. Likewise, smartphone video usage among Hispanics is much higher than other groups.