Table of Contents
Executive Summary
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- Market overview
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- Figure 1: Top three types of entertainment sources Hispanics use, indexed to all, February 2020
- Top takeaways
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- Figure 2: Hispanic media attitudinal segments, February 2020
- Impact of COVID-19 on Hispanics’ media consumption
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- Figure 3: Short-, medium- and longer-term impact of COVID-19 on Hispanics and broadcast and cable/satellite TV, May 2020
- Figure 4: Short, medium and longer term impact of COVID-19 on Hispanics and streaming/OTT services, May 2020
- The opportunities
- Leverage Hispanics’ use of smartphones for media consumption
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- Figure 5: Hispanics’ use of smartphones for video entertainment, indexed to all, February 2020
- Offer more than free trials – Quality content is key
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- Figure 6: Hispanics’ attitudes toward streaming services trial and need, February 2020
- Look to larger households for additional streaming devices and services
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- Figure 7: People at home streaming on their own devices, February 2020
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- Figure 8: Hispanics’ need of multiple streaming services, by number of children in the household, February 2020
- What it means
Impact of COVID-19 on Hispanics’ Media Consumption
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- What you need to know
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- Figure 9: Short-, medium- and longer-term impact of COVID-19 on Hispanics and broadcast and cable/satellite TV, May 2020
- Figure 10: Short, medium and longer term impact of COVID-19 on Hispanics and streaming/OTT services, May 2020
- Opportunities and Threats
- The boost from free trials of streaming services is over
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- Figure 11: Projected volume of welcome emails for Netflix and Disney+, US, January-May 2020
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- Figure 12: Tubi Facebook post, April 2020
- Free trials can provide streaming services with a wealth of viewer information
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- Figure 13: Quibi – Your quick thoughts on Quibi, US, April 2020
- Surprising content is essential for streaming services to outlive trial periods
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- Figure 14: Disney+ Hamilton, May 2020
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- Figure 15: Hispanics’ need of multiple streaming services, by number of children in the household, February 2020
- Attitudes toward media point to varying opportunities to engage different groups
- Sports broadcasts need to not only bring back the sports, but also the excitement
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- Figure 16: Borussia Mönchengladbach Twitter post, May 2020
- Impact on the media market
- COVID-19 creates a strong tailwind for free streaming services
- Content production is on hold
- Advertisers pull back on spending
- In difficult times, targeted media platforms offer advertisers options
- How the crisis will affect Hispanic consumers
- Hispanics are particularly vulnerable to economic fallout from COVID-19
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- Figure 17: Unemployment, by total and Hispanic workers, January 2007-May 2020
- Hispanics’ occupations increase their vulnerability to economic downturns
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- Figure 18: Select occupations of the civilian employed population 16 years and over, by Hispanic origin, 2019
- Spanish-dominant Hispanics are more at risk of negative economic impacts
- How a COVID-19 recession will reshape the media industry
- Pay TV needs to become more flexible to compete
- Streaming services will explore tiered subscription options
- Network reliability will be key as streaming becomes the norm
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- Figure 19: Comcast Facebook post, April 2020
- Movie studios will reconsider their distribution model
- COVID-19: US context
The Market – What You Need to Know
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- Demographic factors influence Hispanics’ media consumption
- Attitudinal factors influence Hispanics’ media consumption
- Americans are turning to media due to COVID-19
Market Factors
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- Youthful market presents greater complexity
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- Figure 20: Hispanic share of total US population, by age, 2019
- Larger household sizes mean multiple screens
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- Figure 21: Average number of people per household, by race and Hispanic origin, 2018
- Figure 22: Households with related children, by race and Hispanic origin of householder, 2018
- About half of Hispanics are bilingual
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- Figure 23: Language Hispanics speak at home, October 2018-December 2019
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- Figure 24: Language Hispanics speak at home, by age, October 2018-December 2019
- Lower median household income prompts Hispanics to look for value
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- Figure 25: Median household income, by race and Hispanic origin of householder, 2018
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- Figure 26: Household income distribution, by race and Hispanic origin of householder, 2018
Media Attitudinal Segmentation
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- There are four ways Hispanics approach media
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- Figure 27: Hispanic media attitudinal segments, February 2020
- Media Detractors (23%)
- What Hispanic Media Detractors want and why
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- Figure 28: Profile of Media Detractors, February 2020
- Spanish Embracers (32%)
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- Figure 29: Profile of Spanish Embracers, February 2020
- Streaming Embracers (22%)
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- Figure 30: Profile of Streaming Embracers, February 2020
- Media Embracers (23%)
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- Figure 31: Profile of Media Embracers, February 2020
What’s Driving Behavior – What You Need to Know
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- Figure 32: Mintel Trend Drivers
- Value
- Surroundings
- Identity
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What’s Driving Behavior – Value
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- Streaming services are winning in perceived value
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- Figure 33: Hispanics’ attitudes toward media sources and value, February 2020
- Streaming services have a broader appeal
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- Figure 34: Hispanics’ attitudes toward media sources and value, by attitudinal segments, February 2020
- Netflix stands out, but is about to face significant challenges
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- Figure 35: Streaming services used – Past 30 days, by Hispanic origin and language spoken at home, October 2018-December 2019
- There will be more subscription tiers
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- Figure 36: Hispanics’ attitudes toward media consumption – Watching ads, February 2020
What’s Driving Behavior – Surroundings
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- Hispanics follow the buzz
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- Figure 37: Hispanics’ attitudes toward media consumption – Keeping informed, February 2020
What’s Driving Behavior – Identity
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- Hispanic Millennials wish for more content in Spanish
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- Figure 38: Hispanics’ attitudes toward media in Spanish, by age, February 2020
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- Figure 39: Hispanics’ attitudes toward media in Spanish, by language spoken at home, February 2020
- Novelas and the generation gap
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- Figure 40: Viewership of Spanish-language novelas – past 7 days, by gender and age and language spoken at home, October 2018-December 2019
The Consumer – What You Need to Know
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- Hispanics underindex for using cable TV
- Younger Hispanics value visual content and video on social media sites
- Hispanics prefer familiar media channels
- Smartphones play a significant role in media consumption
- Hispanics are pragmatic toward paid streaming services
- Friends and family have significant influence on what Hispanics watch
Media Services Used
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- Hispanics are moving away from cable TV
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- Figure 41: Types of entertainment sources Hispanics use, indexed to all, February 2020
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- Figure 42: Types of entertainment sources Hispanics use, by media attitudinal segments, February 2020
- Free streaming services open the door for advertisers to reach younger Hispanics
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- Figure 43: Types of entertainment sources Hispanics use, by gender and age, February 2020
- Media services are discretionary expenses
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- Figure 44: Types of entertainment sources Hispanics use, by language spoken at home and household income, February 2020
Hispanics and Social Media
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- Hispanics are avid social media users
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- Figure 45: Social media sites Hispanics visit daily, indexed to all, February 2020
- There are differences by age in social media usage
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- Figure 46: TikTok Facebook video post, March-April 2020
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- Figure 47: Social media sites Hispanics visit daily, by age, February 2020
- Higher need to belong increases engagement in social media
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- Figure 48: Social media sites Hispanics visit daily, by language spoken at home and household income, February 2020
Preferred Media Services
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- Top services need to protect their core users
- Free streaming services lag in preference
- Live TV streaming services need to develop their own remote controls
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- Figure 49: Hispanics’ preferred content services, February 2020
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- Figure 50: Hispanics’ perception of channel surfing on streaming services, February 2020
Device Usage
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- Technology is fragmenting media consumption at home
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- Figure 51: People at home streaming on their own devices, February 2020
- Size doesn’t matter for video entertainment anymore
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- Figure 52: Types of devices Hispanics use to consume video entertainment, February 2020
- Smartphones play a key role in Hispanics’ media consumption
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- Figure 53: Hispanics’ use of smartphones for video entertainment, indexed to all, February 2020
- Hispanics’ smartphone use makes them a prime target for shorter content
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- Figure 54: Quibi online ad, March 2020
Attitudes toward Streaming Services
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- Value of streaming services doesn’t mean Hispanics will rush to get them
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- Figure 55: Hispanics’ attitudes toward streaming services, February 2020
- Hispanics don’t see themselves having multiple streaming services
- Free trials only resonate among Hispanics wanting the service
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- Figure 56: Hispanics’ attitudes toward streaming services, by language spoken at home and household income, February 2020
- More children means need for more streaming services
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- Figure 57: Hispanics’ need of multiple streaming services, by number of children in the household, February 2020
Sources for Media Decisions
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- Hispanics want to watch what their friends and family are watching
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- Figure 58: Sources Hispanics use to decide what to watch, February 2020
- TURF analysis
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- Figure 59: TURF analysis –TV content decision making process, February 2020
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- Figure 60: Table – TURF analysis – TV content decision making process, February 2020
- Younger decide based on what they see online
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- Figure 61: Sources Hispanics use to decide what to watch, by age, February 2020
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
- A note about acculturation
- TURF methodology
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