Adriana Waterston, SVP of Insights and Strategy for Horowitz Research
Horowitz Research: Netflix commands the greatest share of streamed TV viewing among Latinx millennials
08 de agosto de 2019
Netflix commands the greatest share of streamed TV viewing among Latinx millennials (22-37 year-olds), according to Horowitz's latest FOCUS Latino: The Media Landscape 2019 report.
Of all the sources for television content available today, Netflix commands the greatest share of streamed TV viewing among Latinx millennials (22-37 year-olds), according to the latest FOCUS Latino: The Media Landscape 2019 report published by Latinx millennials spend 34% of their streamed TV time with the service- 3 in every 10 hours, on average- while Amazon Prime Video and Hulu each enjoy about 10% share of viewing. The remaining 46% of streamed TV viewing is spent using services including YouTube, network sites and apps, TV provider sites and apps, and others (The FOCUS Latino Media Landscape 2019 study provides viewers' self-reported share of viewing for many of the popular services, including YouTube, HBO, virtual MVPDs, and others.) In contrast, Netflix's share of streamed TV viewing among non-Hispanic millennials is 28%.
In fact, four in ten Latinx millennial viewers who have a TV (38%) say that, even when sitting down to watch TV in front of a TV set, Netflix is their first, "go-to" source, compared to 29% among Hispanic TV viewers overall and just 20% of total viewers.
"Netflix has transformed the media landscape for Latinx millennial audiences by providing access to the innovative, culturally resonant, and differentiated content they crave—in English, in Spanish, and even bilingual— that many other mainstream media companies have been slow to lean into. Latinx and other multicultural millennial audiences are undoubtedly the most valuable audiences for media companies today, and they have grown to love what Netflix has been providing them. It will be interesting to see what happens when other major media companies decide to commit to super-serving this audience. For many traditional players, this would require taking risks with their programming— like incorporating more bilingual dialogue or focusing on diverse heroes and storylines— that they have typically shied away from," notes Adriana Waterston, SVP of Insights and Strategy for Horowitz Research.