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Multicultural Viewers Driving OTT Consumption

A new Horowitz Research study reveals 88% of urban TV content viewers has the ability to stream video content to a computer, mobile device, or directly to a TV. The study, State of Cable & Digital Media: Multicultural Edition 2015, also reveals that multicultural viewers—traditionally Pay TV’s most valuable and leading-edge consumers—are more likely to have made over-the-top (OTT) an integral part of their viewing lifestyle. 45% of Black viewers, 46% of Asian viewers, and 51% of Hispanic viewers in the study report spending more than 20% of their total TV viewing time watching OTT (39% among White viewers).

“Multicultural consumers have always paved the way for new technology, especially when it comes to television and entertainment,” says Adriana Waterston, Horowitz’s SVP, Insights & Strategy.

The study reveals OTT capability and viewing differences by race: 81% of Asians have mobile video capability (75% among total) and, among OTT users, Asians are more likely to be mobile/computer-only streamers. Hispanics are more likely to have stream-to-TV capability (76% vs. 70% among total). Additionally, Hispanic OTT users are more likely to stream to multiple devices: 62% stream to a TV and a mobile device or computer, compared to 57% among total. Three-quarters (73%) of Blacks have stream-to-TV capability. Blacks are also more likely to have a connected gaming console (53% vs. 47% among total).

Waterston adds, “OTT is shifting expectations around the user experience of television. Viewers expect better content, personalized recommendations, and a seemingly endless array of on-demand content on any platform. Video providers need to understand the sophisticated consumption habits of multicultural viewers, who have already made streaming a core part of their viewing lifestyles, to inform future content and distribution strategies.”

State of Cable & Digital Media: Multicultural Edition is a syndicated consumer survey covering the media behaviors of multicultural consumers. The study was conducted by Horowitz Research in January and February 2015 among 1,994 heads of household 18+ who are TV content viewers in urban (population 50,000+) markets.

source: http://www.horowitzresearch.com