17 JUN 2021

LATINOS IN THE UNITED STATES CHOOSE AVOD SERVICES OVER PAY TV

46% of Latinos in the United States prefer consuming AVOD services instead of pay TV (20%), ad-supported subscription video-on-demand (16%), SVOD (14%) and live video (5%), according to Penthera's newest report.

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According to Penthera's newest report, 46% of Latinos in the United States prefer consuming AVOD services instead of pay TV (20%), ad-supported subscription video-on-demand (16%), SVOD (14%) and live video (5%). The company surveyed over 500 Latinos aged 18-50 to know more about their media consumption and viewing behaviors.

This numbers show that Latinos are spending less time watching TV in favor of streaming video. Yet, as content consumption increases, so does viewer frustration with experiential problems like slow startup times and re-buffering. In fact, 88% of US Latino panelists said they have experienced streaming video frustrations. The most common frustrations are videos taking too long to start up (47%), video re-buffering (44%), and advertisements stalling (36%).

The report also revealed that mobile is the most popular device for daily viewing among Latino users in the United States. In fact, 55% of those surveyed watch content on mobile every day compared to Connected TV (51%) and PC (22%). The data shows that, despite travel being down in 2020 due to the pandemic, US Latinos were streaming mobile video within their households.

In terms of advertising, across all ages, 61% of US Latino panelists report that they do not feel represented in the ads they see. When they do not feel represented, US Latino panelists say the issue is that the products being sold are not local (42%), that the ad is a translated version of its English counterpart (32%), that their native language is not used enough (29%), and that the actors in the ads are not Latinos (24%).