January 25, 2023
Study: Digital Outlets Lack Spanish-Language Content
- by Wayne Friedman , October 30, 2012
Where's the digital video Spanish-language content? According to the Nielsen Cross-Platform Report, 60% of Spanish-speaking U.S. Hispanic consumers say there’s a lack of Spanish-language content on digital outlets, including Netflix, Hulu Plus, and iTunes.
That said, Nielsen tallies that Hispanic consumers have been increasing their digital video viewing, spending, for example, more than five hours a month per person watching video on a mobile device, a 22% increase versus a year ago.
Somewhat as a consequence of the lack of digital video content for these consumers, many would be willing to pay for content. The survey say 21% would be willing to pay for new movies, and 15% willing to pay -- or pay extra -- for sports content.
The study surveyed 1,000 adults aged 18-49 of Hispanic origin who speak at least some Spanish and have an Internet connection at home or on a mobile device.
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The lack of Spanish language videocontent directed toward Hispanic consumers is an opportunity for the established Hispanic focused media companies like Univision, Clarin, Terra etc. to build share of this target audience in the online space. They know their audience, know the advertisers who can support the channel and can provide an advantage for all. Agencies and brands, take note if you haven't already. If mass market platforms won't go after this large demograhic, the Hispanic market specialists should be glad to fill the gap.