NEW ROCHELLE, N.Y., June 26, 2018 (GLOBE NEWSWIRE) -- Spanish-language TV remains a critical part of U.S. Hispanics’ TV diet, according to the latest FOCUS Latino: The Media Landscape 2018 report from leading consumer research firm Horowitz Research. According to the report, which explores U.S. Hispanics’ TV and media behaviors, attitudes, and expectations, six in ten (62%) Hispanic streamers—those who watch at least some of their TV content streamed—perceive that they are watching more TV content compared to about five years ago, and 51% of Hispanic streamers perceive that they are watching the same amount or more Spanish-language TV content compared to five years ago. The perceived increase in TV content viewing is likely due to the perceived increase in quality of TV content: 63% of Hispanic streamers say that the quality of TV content has improved over the past five years, with Spanish dominant and bilingual Hispanics being especially likely to say that TV content has improved (67% and 68%, respectively, compared to 55% of English oriented Hispanics).
“A common misconception is that Spanish language TV is no longer important,” says Adriana Waterston, Horowitz’s SVP of Insights and Strategy. “In any language, ratings for television viewership through traditional and linear platforms have been impacted by streaming. This is not related to the language of the content, but the fragmentation of the media environment. As more and better Spanish-language TV content has become available online, we have seen more Spanish-language content consumed through over-the-top platforms, and are even seeing increased viewership of Spanish content among other segments of the Hispanic audience.”
According to the report, the overall share of Spanish-language viewing among Hispanics has remained flat over the past few years: in 2013, Hispanic TV content viewers reported watching 29% of their TV content in Spanish; in 2018, they report watching 28% in Spanish (view chart).
Today’s Hispanic viewer watches Spanish because they want to, not because they have to, underscored by the fact that self-reported time spent with Spanish-language TV actually increased from 26% in 2013 to 34% in 2018 among bilingual Latinos and from 5% in 2013 to 9% in 2018 among English oriented Latinos. Self-reported viewing among Spanish-dominant Latinos decreased from 56% of time spent to 46%.
“The fact that bilinguals are spending more time with Spanish content is not surprising to us,” notes Waterston. “The bar in terms of the quality and originality of Spanish language content has risen, in large part thanks to Telemundo—with their investment in edgy, innovative content— and Netflix— with their deep library of quality Spanish-language content and originals. Plus, shows like Narcos and Jane the Virgin, which reflect the reality of their bilingual, bicultural lives, are really appealing to this audience.”
The full FOCUS Latino: The Media Landscape 2018 report provides analysis of U.S. Hispanic TV viewers 18+ by key demographic and viewer segments, including acculturation, nativity, country of origin, age, and more.
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For more information about the study, schedule an interview with an analyst, or to request specific data, please contact stephaniew@horowitzresearch.com, 914-834-5999.
ABOUT HOROWITZ RESEARCH
Horowitz Research is a leading provider of consumer market research specializing in media content, services, and technology. Founded in 1985, Horowitz Research provides an annual syndicated research subscription and a full suite of à la carte syndicated reports about consumer attitudes, behaviors, and relationships with media, telecommunications, social media, technology, and advertising. Horowitz also provides primary quantitative and qualitative consumer and market research for companies ranging from small start-ups to Fortune 500. The company’s expertise includes telecommunication services; traditional and new subscription pay TV services; digital media and platforms; TV and video attitudes, behaviors, and expectations; mobile apps; and consumer technology. For more information, visit www.horowitzresearch.com.