15 APR 2020

MULTICULTURAL CONSUMERS ARE STREAMING MORE CONTENT THAN EVER

A Total Audience Report indicates that African American adults spend 21% more time with the media than the average adult. Streaming consumption has grown in Hispanic segments, with growing proliferation of content by Hispanic consumers. Content with Asian story lines has grown in demand and internet usage among Asian American consumers increased from 2018 to 2019 by eight minutes per day.

15 APR 2020

Share
  • Facebook
  • X
  • Linkedin
  • Whatsapp

A recent Nielsen report indicates that streaming time has spiked since people began staying home as a result of the COVID-19 pandemic. Many U.S. consumers have been more interested in feature films, news, and general-format programming. Sports viewing has also increased due to the postponement and cancellation of many live sporting events, though some organizations may find opportunities to connect with fans through virtual viewing and esports. Marketers and content creators are also re-coordinating their usual strategies, which include providing free trials to access the platform, using creative branding messages to encourage people through the difficult time, and packaging content in a way in which it calms people’s worry and uncertainty. Particularly, there has been a shift in consumption from multicultural viewers.

According to our most recent Total Audience Report, African American adults continue to spend the most time with media, 21% more than the average adult. They spend more time than any other group with live TV at 5 hours and 4 minutes and with smartphones at 4 hours and 46 minutes per day. Some highly-popular streamed content featuring Black stars include “Jada Pinkett Smith’s Red Table Talk,” which is streamed and available only on Facebook Watch. The program inspired similar programming with Gloria Estefan and multigenerational women for Latina storytelling, produced by Westbrook. Another popular show is Netflix’s “Strong Black Lead,” which features conversations with key influential Black actors, directors, and comedians, available via podcast and Instagram. Roland Martin took his cable news show, News One Now, to a streaming format, “Roland Martin Unfiltered” across social and digital platforms, and it now has a devoted follower and viewership, with more than 100.7 million views and almost 435 million minutes viewed across YouTube, Facebook, Twitter, and Instagram in just one year.

Streaming consumption has also been growing in Hispanic segments. There has also been a proliferation of content by Hispanics. Netflix has the Con Todo channel on Instagram highlighting all things #LatinXcellence. They also launched a podcast called "Brown Love" to highlight Latinx content and experiences. Pantaya, Lionsgate & Hemisphere Media’s Netflix-style streaming service, recently launched. It targets the Latinx community and offers premium content, including original programming, to the Hispanic American market for $5.99 a month. Viacom’s free, ad-supported streaming service, Pluto TV, added a Latino category, featuring 11 linear Spanish and Portuguese-language channels, with content encapsulating movies, comedy, music, true crime, reality, sports, and telenovelas. 

There’s also been growing demand for more diverse Asian American content. Just look at the recent success of Asian-centric movies and shows such as the Oscar-winning "Parasite," "Crazy Rich Asians," and Netflix’s hit "Rom-Coms," "Always Be My Maybe" and "To All the Boys I’ve Loved Before." Asia is also Netflix’s fastest-growing region, pointing to a future with more streaming content featuring Asian storylines. Internet-connected device usage among Asian American consumers also increased from 2018 to 2019 by eight minutes per day; Hispanics by seven minutes; and African Americans by 15 minutes. Traditional linear TV and radio are still reaching audiences, with radio remaining steady year-over-year. It is the highest across all platforms at 92%, including 96% among Hispanic adults.