Content viewers

Almost two-thirds of viewers of Latin American Spanish-language content in the US stream – Media Play News

Stephanie Prange

A recent Horowitz Research poll found that 80% of Latin American content viewers on American television are streamers, including almost two-thirds (64%) of Spanish-language Latin-Spanish content viewers.

Eight in 10 (80%) subscribe to at least one SVOD service. On average, Latino streamers pay for four streaming services.

According to Horowitz, half of Latino households (49%) subscribe to both a traditional MVPD service and at least one streaming service, with younger, multilingual, bicultural and family households being the most likely to benefit. MVPD and SVOD platforms to meet the needs of their homes. , which includes the demand for content in English and Spanish.

Six in ten Latinos watch content in Spanish at least occasionally, according to the study. Notably, viewing of Spanish-language content is as high among bilingual and bicultural Latinos as it is among their Spanish-dominant counterparts. And, according to the study, nearly one in three (29%) English-oriented and highly acculturated Latinos watch in Spanish at least occasionally.

While traditional (broadcast and cable) was the primary source of Spanish-language content, the Spanish-language television landscape is changing, according to Horowitz. The past two years have marked the beginning of an explosion of Spanish and Latinxo themed content, starting with the success of Netflix’s “Narcos”, “La Casa de Papel”, “Elite”, “ La Reina del Sur ”(a Telemundo series) and other popular shows.

Horowitz noted that Latin audiences can now access Spanish-language and Latinx-themed content through a wide variety of free and paid services: Peacock, with a selection of Telemundo content; Amazon Prime Video, which makes substantial investments in Spanish and Latin content; FuboTV, which offers sports programming in Spanish; Discovery, which offers various mobile applications in Spanish; Pluto TV, with free programming and channel browsing in English and Spanish; Pantaya; Latino on demand; and the new company Univision / Televisa Prende TV, among many others.

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“Latinx consumers have long been underserved in the streaming space, but that is changing completely now,” Adriana Waterston of Horowitz, senior vice president of ideas and strategy, said in a statement. “There is a market for all kinds of Spanish-language and Latin-themed content, ranging from traditional telenovelas to content that speaks to the sensibilities of younger, bilingual and bicultural American Latinos. It’s important to note that much of this content will appeal not only to Latino consumers, but other audiences as well. “

Latino audiences continue to enjoy the benefits of traditional MVPD services when making their subscription decisions, such as accessing live TV content, watching TV episodes the day they air, and accessing local news coverage. , national and international up to date.

However, two in three Latino consumers surveyed perceive that the quality and variety of Spanish content available in the streaming ecosystem is as good or better than that available through MVPD services, which could cause more Latino households to cut the cord. , according to Horowitz. . The Horowitz survey shows that already 22% of Latin American television households have cut the cord in the past three years.

“Latino households have been among the most loyal customers of MVPD services, driven by the desire to have access to the most robust selection of English and Spanish content,” Waterston said in a statement. “As streaming services amplify their Latin-oriented offerings, traditional players will have to find new ways to keep their value proposition with this audience. “