Don’t look now cable operators, but multicultural viewers are increasingly using over-the-top services to access their favorite Tv shows and movies.
Nearly 85% of African-American, Hispanic and Asian-American viewers have access to services such as Netflix, Hulu and Roku, and 46% of all urban viewers use such services on a weekly basis, according to new data from Horowitz Associates’ Focus Latino 2013 report.
Hispanics are on the front end of that trend, with more than half (56%) using OTT services on a weekly basis, according to Horowitz. Further, among 18-24 year old Hispanics, OTT penetration is a whopping 96%, with viewers in the demo using such services an eye-popping 86% on a weekly basis.
That has to be of some concern to cable distributors hoping to get young Hispanics to pay for traditional cable TV subscriptions.
NewBay Media's Multiethnic TV Leadership Awards conference in New York tomorrow morning (April 17) will look to address some of the strategies distributors and programmers are employing to effectively compete with a growing threat from OTT providers in serving a multicultural audience that is looking to access and view content on their terms.
With multicultural viewers already lagging behind their white counterparts in cable, satellite and/or telco presentation – 86% of African-Americans, 84% of Hispanics and 72% of Asian households have traditional cable/satellite/telco subscriptions compared to 89% of whites, according to Horowitz -- it’s clear that the industry has to make a more compelling pitch to multicultural viewers today if they are to retain them as customers tomorrow.