• by Karlene Lukovitz  @KLmarketdaily, November 22, 2023

Hispanic consumers not only over-index on video streaming services compared to the general U.S. population; they are also more open to testing emerging media experiences like shoppable TV and interactive and other second-screen activities.

That’s according to new research from technology, media and telecom strategic consultancy Altman Solon, which surveyed 400-plus Hispanic-identifying consumers and small business owners and compared the results to a representative general population control group.

Looking first at the overall streaming context, the Hispanic consumers averaged 3.9 paid and free video streaming subscriptions, to 3.2 among the non-Hispanic respondents.

Regarding platforms, on average, Hispanic respondents expressed a stronger affinity for Max, Disney+, Hulu, ESPN+ (cited by 18% of Hispanics, 10% of non-Hispanics) and to some extent, Netflix (chart below).

Content-wise, Hispanics over-index on reported interest in the top three American sports of football, baseball and basketball, as well as boxing and both Latin American and Spanish soccer leagues. Outside of sports, content from respondents’ countries of origin has strong appeal.

But despite using more services, 60% of Hispanics expressed dissatisfaction with available content offerings. Specifically, they are interested in seeing more “classic” content from their countries of origin, and more sports content.

Developing more such content represents an opportunity for streaming services — particularly free, ad-supported services/FASTs that can provide highly thematic and localized content. “At a time when streaming behemoths are losing subscribers, developing niche content that resonates with an audience more inclined to subscribe to streaming and pay TV should be explored,” the analysts point out.

As for emerging media/video experiences, the surveys probed several types, including augmented reality/AR and virtual reality/VR experiences, second-screen activities, shoppable TV,  interactive content and personalized “stories,” live interactive events, and watch parties.

Overall, 71% of Hispanic consumers, versus 61% of the non-Hispanic control group, expressed interest in trying one or more of these experiences. 

AR/VR experiences were ranked highest, appealing to 34% of Hispanic consumers overall (versus 30% of non-Hispanics) and 49% of Hispanics ages 18 to 34 (chart top of page). These experiences, which require purchasing special headsets, are also more attractive among respondents with higher incomes, including 43% of Hispanic respondents earning more than $100,000 a year. 

Among Hispanic consumers interested in AR/VR, 64% cite a desire to “feel immersed in a digital world,” suggesting that recent marketing efforts by headset manufacturers have resonated. 

“While AR/VR technology was initially embraced by the gaming industry, it has penetrated broadcast media and sports in particular,” notes the report. “Further, emerging content partnerships like the one between Disney and Apple in which Disney is creating exclusive sports content on ESPN+ for the Vision Pro headset, signal future mainstream adoption. Media companies and advertisers should look for ways to reach Hispanic consumers through partnering with headset manufacturers for tailored AR/VR experiences.” 

Second-screen experiences ranked second in interest, appealing to 27% of Hispanic respondents overall and 38% of those 18 to 34, versus 23% and 30%, respectively, of non-Hispanics.   

These experiences — involving additional content and interactive features consumed on mobile phones or tablets while watching TV — also resonate more among Hispanics with higher incomes. 

Other recent research (including a CivicScience survey early this year) has shown that a majority of Americans, but younger viewers in particular, engage in some second-screen activity while watching TV. 

The Altman Solon analysts note that second-screen offerings are particularly impactful during live events, and that emerging tools like Arena are allowing media companies to launch second-screen campaigns and increase engagement, viewership, and cross-sell multiplatform ad campaigns. 

Shoppable TV, where viewers can directly purchase what is on screen, appeals slightly more to Hispanic than non-Hispanic consumers:

Hispanic consumers between 18 and 34 are the most interested, suggesting that this experience could gain traction as younger generations enter the workforce and achieve financial independence, note the analysts. 

Among Hispanics who are interested in shoppable television, 63% see it as a convenient way to make purchases, versus just 35% of non-Hispanic consumers.  

Uneasiness about credit card information and security continues, however, indicating that media companies need to clearly communicate the safety measures they take around shoppable TV.

Brand reputation also matters: 47% of Hispanics who said they were not interested in shoppable TV also said that they would be open to trying it if the brands made available were well-known and trusted. 

The survey also found 25% of Hispanic respondents on average  interested in interactive content and personalized stories — but those with children much more likely to be interested (33%) than those without children (19%).