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HISPANIC TV UPFRONT REPORT-2017 EDITION HispanicAd.com/HispanicMarketOverview.com
Waterston says, “Bilingual and Spanish-dominant Hispanic homes especially need to have it all: Movies for the family to watch together; Spanish-language content for some household members; kids’ content in English; American as well as more “Hispanic” sports; and Spanish language broadcast. Even with new digital multichannel players like Sling TV and DirecTV Now, it’s hard to beat the value proposition that the traditional multichannel players offer. The numbers just don’t end up adding up. Qualitatively, we hear people trying the cord-cutting route for a while, then regretting it and going back to traditional pay TV. In fact, our data suggest that Hispanics are as likely or more to want to upgrade their pay TV service than downgrade or cancel it.
This is why we continue to see a market for Latino tiers. In fact, our data show that Latino tier penetration continue to rise and is now at 30% (it is at 40% among Spanish-dominant and bilingual households).
This is illustrated in the graph at the top of the next page, which suggests that the unique draw of Hispanic broadcast and pay-TV networks has hardly ebbed — and only strengthened.