A study from Horowitz Research has found that Hispanics are more likely to spend time with over the top streaming services than other urban citizens, and further that there are differences within the Hispanic community.
Just over half of Hispanics surveyed say they spend at least 20% of their viewing time with OTT programming.
That compares to just 43% of the total community making the same kind of OTT commitment.
The preference for OTT is particularly pronounced among Hispanics that are bilingual or English-oriented. 54% of the bilingual groups crosses the 20% OTT threshold, and 56% of English-oriented Hispanic cross the threshold.
“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. We think this will energize the market. Demand for these services could help close the access gap among less acculturated Latinos,” says Adriana Waterston, Horowitz’s Senior Vice President of Insights and Strategy.