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Horowitz: Demand Growing for Spanish-Language FAST, SVOD Content

Horowitz: Demand Growing for Spanish-Language FAST, SVOD Content

The demand for Spanish-language content on subscription streaming VOD and free ad-supported streaming television (FAST) platforms is increasing exponentially. That’s because MVPD (cable or satellite) penetration continues to decline among Latino audiences. New data from Horowitz Research finds that 39% Latino households subscribe to a streaming service (compared to 48% among consumers overall). This represents a substantial drop from 60% Latine households that still subscribed to cable or satellite services in 2023.

From their inception, Latino audiences have been at the forefront of adopting and using subscription streaming services, but many households continued to subscribe to traditional services as well.

So, what’s the holdup?

In part, being able to have access to Spanish-language content is a key driver for keeping both streaming and MVPD services for Latino audiences. According to the study, 75% of Latino viewers watch at least some content in Spanish, with usage spanning across acculturation segments, and two-thirds of Spanish-dominant and bilingual Latino consumers (68% and 66%, respectively) say that having Spanish-language content is an important consideration when choosing a TV service.

The study, conducted in January through February 2024 among 721 Latino TV content viewers over the age of 18, shows that Latino content viewers are more likely to have and use subscription streaming services (78%, compared to 63% among total), free streaming services (80% among Latino, compared to 67% among total), and virtual MVPDs such as YouTube TV, Sling, Hulu with Live TV, etc. (36% versus 23%). Usage of free streaming services alone has jumped from just 14% in 2019 among Latino audiences.

Netflix, Prime Video, Disney+, Hulu, and Max are the SVOD services most used by Latino households, and Tubi, Pluto TV, YouTube, Freevee, and Roku top the list of FAST platforms used.

“The rules of engagement with Latine audiences have not inherently changed despite variations in which platforms and services consumers are using to access content,” Adriana Waterston, EVP of insights and strategy for Horowitz Research, said in a statement. “Services hoping to attract and retain Latine audiences must continue to focus on presenting the best Spanish-language offerings with high quality, desirable new content as well as robust libraries of classic Spanish shows and movies to represent real value for these viewers.”

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