What are the streaming viewing habits of the US Hispanic audiences?

When it comes to the US Hispanic population, two languages are prominent: English and Spanish. This provides advertisers with more opportunities to vary their creative messaging to better connect with their target audiences authentically, App Science assured in its latest report.

In terms of streaming viewing habits, bilingual Hispanic audiences are more likely to have Crunchyroll, an anime streaming app, than their Spanish-only counterparts. They are also 4.5x and 3.5x as likely to have Paramount+ and Hulu on their streaming devices, respectively. Paramount+, Hulu, and Crunchyroll are all ad-supported streaming platforms, but Paramount+ and Hulu require a paid subscription, suggesting this group may be more likely to pay for popular streaming services.

In contrast, Spanish speakers show a higher affinity for Spanish-language and sports content. They are 2.8x as likely to have Canela.TV and 29% more likely to have fuboTV on their devices than bilingual Hispanics. Compared to bilingual Hispanics, Spanish-only audiences seem to favor free TV, indexing on Canela.TV and Tubi. However, they show a higher affinity for fuboTV indicating they are more likely to pay for sports.

App Science, wholly owned by Sabio Holdings, a provider of Connected TV and OTT advertising platforms validated by performance, recently released these audience insights comparing bilingual and Spanish-only US Hispanic streaming audiences. The findings in the report provide unique analysis into how bilingual (English and Spanish) and Spanish-only speaking Hispanics may differ from each other.

"The diversity within the US Hispanic population shows that one-size will not fit all when it comes to meaningfully engaging this audience. Personalized, culturally relevant ads will only increase in importance as time goes on. These groups' mobile app preferences help to tell a story of their behaviors and life experiences and ultimately can help to provide advertisers with more opportunities to vary their creative messaging to better connect with their target audiences,"  said Helen Lum, Executive Vice President of App Science.