Hispanic viewers outpace average audience in streaming viewing
Hispanic viewers outpace average audience in streaming viewing
A new study from Nielsen shows that Hispanic audiences turn to streaming more than 50% of the time.
Hispanic viewers make up a robust portion of the TV audience segment. More than 68 million Hispanic people live in the United States, and TV networks and streaming services court them with content the same way they do with any other portion of the overall viewership pool. Streaming services have an especially effective strategy in attracting Hispanic viewers, according to the new Diverse Intelligence Series report from Nielsen regarding Hispanic viewership trends in the United States.
Key Details:
- A majority: In total, Hispanics spend 55.8% of their TV-watching time on streaming, over-indexing the average audience member.
- YouTube reigns supreme: YouTube accounts for more TV viewing time than cable does among Hispanic viewers.
- Traditional TV lives on: Hispanic viewers are still watching linear TV in key programming genres.
The data from Nielsen shows that Hispanic audiences turn to streaming even more than the average American viewer. Not only are Hispanics age 25-39 35% more likely than the national average to be cord-cutters, but among all Hispanics age two and up, 55.8% of all TV viewing is done on streaming services. Only 12% of viewing is accounted for by cable, and 18% by broadcast, whereas YouTube makes up 19.1% of all TV viewing among Hispanics.
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Netflix is also popular among Hispanic audiences, attracting 13% of all TV viewership in this segment. Disney+ and Prime Video are the other two streaming services that account for 3% of all TV viewership or more among streaming services.
Hispanic viewers are over-indexing streaming viewership by quite a large margin. The total U.S. audience over the age of two watches streaming 46% of the time, as compared to the 55.8% figure for Hispanics. The average audience member watches almost twice as much cable as a Hispanic viewer, with average cable viewership reaching 23.4% of all TV watched, versus just 12% among Hispanics.
Despite the dominance of streaming among Hispanic audiences, these viewers do still spend time with traditional TV. General drama is the most-watched genre for Hispanic viewers on broadcast TV, and 15.5% of Hispanic broadcast viewing is spent watching live sports. Still, Hispanics under-index the average audience member in a number of major genres on broadcast TV, demonstrating a further devotion to streaming.
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On the cable side, Hispanic viewers are more likely to watch shared cultural experiences over traditional, news-dominant viewing. News’ share of cable TV time is at 16.5% for Hispanic viewers, less than the 22.7% total for the average viewer in the United States. Feature films and sports, on the other hand, were more likely to attract Hispanic audiences.
The data from Nielsen points to the conclusion that Hispanic audiences are clearly more likely to engage with streaming than the average audience member. Streaming accessibility options often far outstrip those on broadcast channels, and Spanish-language content is easier to find on many streamers. Customers are clearly responding, as the numbers demonstrate.
Prime Video
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