adriana-waterston - Latest news

Research 18 JAN 2023

Are users willing to pay for a streaming service if they could no longer share access?

18 JAN 2023
Horowitz’s latest “State of OTA 2022” report, released late in 2022, found that 7 out of 10 Netflix users who password share would be willing to pay full price for the service if they could no longer share access.

Research 10 JAN 2023

How different are older and younger Gen Z consumers?

10 JAN 2023
Gen Zers who are 13-17 spend a slightly greater proportion of their viewing time with non-TV content, while older Gen Zers are more likely to devote a greater proportion of viewing time to professional TV content, according to Horowitz’s latest report.

Research 15 DEC 2022

What is driving digital antenna adoption in the United States?

15 DEC 2022
This year, 18% TV content viewers report having a digital antenna, consistent with 2021, though lower than penetration during the pandemic, when antenna adoption and usage spiked, according to Horowitz.

Research 3 OCT 2022

Why are consumers demanding managed and consolidated services?

3 OCT 2022
Streamers now only spend 1 in 3 hours using traditional platforms, with the majority of their viewing time spent streaming, according to Horowitz’s latest “State of Viewing and Streaming 2022” report.

Research 7 JUL 2022

Why are media companies expanding their Spanish-language content?

7 JUL 2022
Seven in ten Latinx TV content viewers watch Spanish-language programming –up 11% from last year–, and two-thirds watch international content, according to Horowitz Research’s latest report.