Latest news of horowitz-research
3 SEP 2025
Markets
USA: Younger audiences fuel rise of interactive TV that blends viewing, social media, and commerce
48% of TV viewers engage with social media around shows, 31% shop via links or QR codes during content, and 45% of 18–34-year-olds buy products tied to what they watch—redefining the future of live and ad-supported television.
9 JUL 2025
Markets
USA: Two-Thirds of consumers are open to bundle streaming services
Horowitz Research finds that 66% of Americans would consider a bundle combining SVOD, AVOD, and FAST, with higher interest among Millennials and multicultural audiences.
2 JUL 2025
Markets
USA: Free Ad-Supported streaming TV gains ground as viewers shift from traditional live TV
According to Horowitz Research, 60% of U.S. viewers now stream live content weekly, with 21% relying on FAST platforms like Pluto TV and Tubi; usage among Black and Latinx audiences reaches 47% and 46% respectively, outpacing White viewers at 30%.
30 JUN 2025
Markets
Authentic LGBTQIA+ representation drives consumer loyalty and demands corporate accountability
59% of LGBTQIA+ consumers say they’re more likely to buy from brands that publicly support the community, while 40% prioritize working for purpose-driven organizations.
18 MAR 2025
Trends
Gen Z shapes culture in real time through streaming & scrolling
According to the study, 50% of Gen Zers speaks another language, and 47% identify as multicultural, and 72% use social media, 66% stream music (66%), and 52% watch TV content every day / almost every day.