Survey: Latino Audiences More Likely to Watch Paid, Free, and Live TV Streaming Services Than Average Viewer
The increasing availability of Spanish-language content on streaming services is pushing more and more Latino viewers away from cable.
Streaming’s lead over cable is growing among one of the most important customer demographics in the United States. That’s according to a new survey from Horowitz, which took the temperature of Latino customers in the U.S. regarding their thoughts on streaming, cable and the direction of the entertainment industry. Its findings show a consumer segment that’s leaving cable even faster than the general public, which explains why streamers are making increased efforts to expand their Spanish-language offerings.
Key Details:
- Latino viewers outperform the general audience in preference for on-demand services, ad-supported platforms, and vMVPDs.
- Viewership of free streaming platforms among Latino audiences jumped from 14% in 2019 to 80% in 2024.
- The Spanish-language streamer ViX expects to be profitable this year, a further testament to the popularity of streaming among Latino customers.
Horowitz’s numbers show that Latino audiences are flocking to streaming services at an accelerating rate. Spanish-language audiences are already more likely to stream live content than watch it on broadcast or cable channels, but Horowitz’s survey makes clear that live titles aren’t the only content segment drawing Latino audiences to streaming.
The data demonstrates that viewers who watch Latino content are more likely than the general population to watch all types of streaming services. Paid subscription services are used by 78% of the Latino population, versus 63% of the general population who responded to Horowitz’s survey. Free streaming services are used by 80% of the Latino-content-watching population, as compared to 67% of the total market. The free streaming figure is particularly notable, as just five years ago only 14% of Latino viewers watched such services. Thirty-six percent of viewers who enjoy Latino content also use virtual multichannel video programming distributors (vMVPDs) like DIRECTV STREAM and Hulu + Live TV, as opposed to 23% of general viewers.
Latino audiences are continuing to leave cable behind, as well. In total, the percentage of households in the United States that own a multi-channel video programming (MVPD) subscription like a cable or satellite plan in addition to a subscription video-on-demand (SVOD) service has dropped from 58% in 2016 to just 30% in 2024, according to Horowitz. Among Latino households, the number has declined from 51% eight years ago to a scant 26% today. Overall, just 39% of Latino consumers subscribe to a cable or satellite package in 2024, down from 60% in 2023.
The key message for streamers is that 75% of Latino viewers say they watch at least some content in Spanish. Two out of three Spanish-dominant and bilingual consumers say having Spanish content available is an important factor in determining which TV service they choose.
“The rules of engagement with [Latino] audiences have not inherently changed despite variations in which platforms and services consumers are using to access content,” notes Adriana Waterston, EVP and Insights and Strategy Lead for Horowitz Research. “Services hoping to attract and retain [Latino] audiences must continue to focus on presenting the best Spanish-language offerings with high quality, desirable new content as well as robust libraries of classic Spanish shows and movies to represent real value for these viewers.”
Which Streamers Offer the Most Spanish-Language Content?
Horowitz found that Netflix, Prime Video, Disney+, Hulu, and Max are the top-used subscription streaming services by Latino households, and Tubi, Pluto TV, YouTube, Freevee, and The Roku Channel head the list of free, ad-supported streaming platforms used.
ViX specializes in Spanish-language content, offering a wide range of shows, sports, movies, telenovelas, and more. The streamer recently launched an ad-supported plan to appeal to customers at various price points, and in late April it announced that it was on pace to become profitable in 2024, potentially beating such big-name streamers as Paramount+ and Peacock to that coveted goal.
Sling TV’s free ad-supported platform Sling Freestream carries a wide range of Spanish-language content, all available to watch at no cost. Sling Freestream offers a host of free streaming channels from providers like ViX, Canela, AMC, and many more, and includes sports and news options as well as entertainment.
Latino viewers are an important part of the American audience segment in general, but Horowitz’s data makes clear that streaming providers in particular should be doing everything they can to appeal to this cohort. Those that do will be rewarded with an enthusiastic streaming audience that is just looking for an excuse to cut the cord.
ViX
ViX is a video streaming service focusing on Spanish-language content. Users will see 100+ TV channels, thousands of movies, TV series and soap operas, soccer leagues, and 24/7 news. For more exclusive content without ads, users can subscribe to ViX Premium, which has 40,000 hours of content, featuring originals and library content from Univision and Televisa’s pool of programming. ViX Premium includes 7,000 hours of live sports, including Liga MX and UEFA Champions League soccer.