MERCADEO Versión en español
Horowitz Researchs: Hispanic consumers increasingly prefer OTT content visualization
14 de agosto de 2015
Hispanic consumers are increasingly conceiving streaming as a more likely integral video visualization habit, according to Horowitz Researchs most recent study, FOCUS Latino. The study, carried out between January and February, revealed that half of Hispanic TV viewers invest 20% or more of their time watching over-the-top (OTT) content, compared to 43% of the total urban TV content viewers. Among Hispanics, OTT visualization is driven by bilingual and English-oriented Hispanics.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” assures Adriana Waterston, Horowitz´s Senior VP of Insights and Strategy.The research, which consulted the habits of 800 Hispanics, suggests that less access and not lack of interest in OTT is the reason why Spanish-dominant Hispanics are less likely to use OTT. When access barriers are removed, Hispanic´s OTT habits are similar to their bilingual and English-oriented counterparts. FOCUS Latino is a periodic survey about the media behaviors of Hispanic consumers.
