Horowitz released findings from "FOCUS Latinx Volume I: Subscriptions 2024," an annual report tracking the evolution of the pay and free TV, streaming, internet, and mobile environment among U.S. Hispanic/Latine audiences. The full study tracks the evolution of the pay and free TV, streaming, internet, and mobile environment among U.S. Hispanic/Latine consumers, including MVPDs, vMVPDs, SVODs, AVOD, FAST, OTA, and 5G. It looks at Spanish and English viewing behaviors and the demand for Spanish language, international content, and content targeting U.S. Latine/Hispanic viewers. The survey was conducted in January – February 2024 among 721 Latine TV content viewers 18+. Data have been weighted to ensure results are representative of the Latine TV universe.
The latest study finds that MVPD (cable or satellite) penetration continues to decline among Latine audiences. This year’s report finds that just 4 in 10 (39%) Latine households subscribe (compared to 48% among consumers overall). This represents a substantial drop from 6 in 10 (60%) Latine households that still subscribed to cable or satellite services last year, in 2023.
From their inception, Latine audiences have been at the forefront of adopting and using subscription streaming services, but many Latine households continued to subscribe to traditional services. In part, being able to have access to Spanish-language content was a driver for keeping both, streaming and MVPD services for Latine audiences. Today, a major factor contributing to loss of subscribers to traditional cable/satellite services is the continued uptick in the quantity and quality of Spanish-language and Latine-themed content available through streaming. According to the study, a full 3 in 4 (75%) Latine viewers watch at least some content in Spanish, with usage spanning across acculturation segments, and 2 in 3 Spanish-dominant and bilingual Latine consumers (68% and 66%, respectively) say that having Spanish-language content is an important consideration when choosing a TV service.
The 2024 study from Horowitz shows that Latine content viewers are more likely to have and use subscription streaming services (78%, compared to 63% among total), free streaming services (80% among Latine, compared to 67% among total), and virtual MVPDs such as YouTube TV, Sling, Hulu with Live TV, etc. (36% vs. 23%). Usage of free streaming services alone has jumped from just 14% in 2019 among Latine audiences.
Adriana Waterston, EVP and Insights and Strategy Lead for Horowitz Research provided key insights to comprehend the phenomenon:“The rules of engagement with Latine audiences have not inherently changed despite variations in which platforms and services consumers are using to access content. Services hoping to attract and retain Latine audiences must continue to focus on presenting the best Spanish-language offerings with high quality, desirable new content as well as robust libraries of classic Spanish shows and movies to represent real value for these viewers," noted.