José Villa from Sensis: Hispanic millenials prefer live TV programming in Spanish

Programming in Spanish encourages Hispanic millenials to watch TV live. That is what the study Hispanic Millennial Project, carried out by Sensis, revealed. Another key topic of the study was that social media exerts a powerful influence on consumption of entertainment.”Stories about hard work and freedom are relevant among this group of young adults” expressed José Villa, President and founder of Sensis. “But this group is more interested in seeing themselves in the media, without completely revealing Hispanic culture, a new perspective that could determine the way stories are narrated”. The research explores the impact of culture in media, technology and entertainment consumption. Besides the research on Hispanic millennials, the study included non-Hispanic Anglo Saxon, Afro-American and Asian-American millennials. The results are part of the first section of the fifth report carried out together with the marketing research company ThinkNow Research.