Page 7 - HTVUR-FINAL

HISPANIC TV UPFRONT REPORT-2017 EDITION HispanicAd.com/HispanicMarketOverview.com
LATINOS EMBRACE THE ‘NEW NORMAL’
OTT players such as Netflix, Hulu and Amazon are certainly getting a lot of attention. But, are they getting attention from Latinos? What does the data show with respect to Hispanic growth of OTT platforms?
“Hispanics, like everyone else, have embraced streaming as the ‘new normal,” Waterston says. “In fact, bilingual and more acculturated Latinos were on the leading edge of adopting streaming; Spanish-dominant Latinos are catching up now that there’s more Spanish-language content available. Overall, 75% of Hispanics do at least some streaming as part of their regular TV viewing. And, 8 in 10 Latinos have access to some sort of OTT/streaming service.”
That being said, Waterston stresses that it is important to understand that the “vast majority of people — and the vast majority of Hispanics — who subscribe to an OTT service such as Netflix also subscribe to a traditional MVPD. “Most people do both, and stream and consume content the ‘traditional’ way by watching live TV or using their TV provider’s DVR or VOD.”
Waterston calls them “content omnivores,” because they want all the content they can get, on any platform they can get it, whenever they want. “This is a much bigger segment than those who only stream or those who only watch traditional TV,” she says.