PRODU x Horowitz Thought Leadership: Javier García

This month, our collaboration with PRODU continues with a new perspective on the forces shaping today’s media, entertainment, and advertising landscape.

For April, we feature Javier García, Senior Vice President of Growth Strategy and Operations at Comcast. With more than two decades of leadership across media, connectivity, and technology, Javier brings a strategic perspective on how evolving viewing behaviors, especially among Latino audiences, are reshaping the future of sports consumption and what it means for companies building the next generation of viewing experiences.

The Future of Soccer Viewing Is Already Here – Fans Just Haven’t Fully Experienced It Yet

By Javier García, SVP of Growth Strategy and Operations at Comcast

For many Latino fans in the United States, sports viewing is no longer confined to a single screen or a single platform. It is fluid, layered, and inherently multi-device. A match might play on the TV in the living room while a phone delivers live stats, highlights, or commentary in real time, and streaming platforms extend the experience before and after the final whistle. This is not an emerging behavior – it is already the norm. In fact, 43% of Latino audiences actively engage across both traditional MVPD and streaming services, and 92% already have access to streaming platforms. Today’s fans don’t think in terms of platforms; they think in terms of access, flexibility, and continuity.

Soccer is where this behavior is most visible – and most demanding. The sport’s growth in the U.S. has been fueled by younger audiences and multicultural fans who expect a more dynamic, always-on experience. The 90-minute match is no longer the full story. Fans now move fluidly between live games, real-time stats, multiple concurrent matches, highlights, and social conversation. They expect multi-view, personalization, and seamless transitions between devices and moments. And they expect it all to simply work. Yet today, the experience remains fragmented across broadcasters, streaming services, apps, and devices – often creating friction at the exact moments when engagement is highest.

At Xfinity, we’re building towards closing that gap. The future of soccer viewing brings together content, technology, and connectivity into a single, seamless destination – designed for how fans actually watch sports. That includes broad access to live and on-demand content, a deeply integrated video experience with features like Multiview and real-time viewing enhancements, and a Wi-Fi network built to handle the demands of streaming at scale. As William Gibson said, “The future is already here – it’s just not evenly distributed.” This summer, Xfinity customers will experience a more unified, immersive way to watch the game – one that reflects not just where soccer is going, but how Xfinity customers are already living it through X1 and our streaming platforms.

ABOUT THE STUDY

The State of Media, Entertainment & Tech: Subscriptions 2025 study tracks the evolution of the market for entertainment, data, mobile, and smart home technologies, services, and subscriptions. It provides current and tracking data on the market for pay and free TV, streaming, internet, and mobile, including MVPDs, vMVPDs, SVODs, AVOD, FAST, OTA, and 5G/FWA. The 2025 study also featured a new focus on smart home adoption, usage, and attitudes, examining which services consumers pay for and use, how they are bundling traditional and new services, satisfaction with the services they have, and plans for the future. The survey was conducted in January-February 2025 among 2,200 consumers 18+ who are decision makers about subscription services in their home. Data have been weighted to ensure results are representative of the overall U.S. population. The report is available in total market, FOCUS Latinx, FOCUS Black, and FOCUS Asian editions.

CONTACT 

For more information about the State of Media, Entertainment & Tech: Subscriptions 2025 report, visit this link. To purchase the report, schedule an interview with an analyst, or to request specific data, please contact Adriana Waterston: adrianaw@horowitzresearch.com, 914-325-4516.

ABOUT HOROWITZ RESEARCH, A DIVISION OF M/A/R/C® RESEARCH

Horowitz Research is a leading provider of consumer market research specializing in consumers and their relationships to media, content, and technology with a particular expertise in cultural insights among America’s Black, Latinx, Asian, international, LGBTQIA+, Gen Z, and Gen Alpha audiences. The company offers a full suite of à la carte syndicated reports as well as custom quantitative and qualitative consumer research for companies ranging from small start-ups to the Fortune 500. In 2023, Horowitz Research was acquired by M/A/R/C Research, a Texas-based research and insights firm. For more information, visit www.horowitzresearch.com.