80% of US Hispanic homes subscribe to OTT
July 8, 2016
Parks Associates research shows bilingual Spanish-language broadband households in the US are more likely to have pay-TV and OTT video service subscriptions than the average US broadband household. 360 View Update: The research, which analyses a survey of US broadband households where Spanish is spoken daily, reveals that 89 per cent of these households have a pay-TV subscription and more than 75 per cent subscribe to at least one OTT video services. Among average US broadband households, 84 per cent subscribe to pay TV, and roughly two-thirds subscribe to an OTT service.
“While pay-TV penetration has declined among US broadband households, adoption has remained steady among Spanish-bilingual households over the past few years,” said Brett Sappington, Senior Director of Research, Parks Associates. “Cord cutting does not have the same impact in Spanish-language households as it does for the larger broadband population. In fact, most of their recent pay-TV changes have been upgrades to more expensive services.”
Pay-TV Service Subscription
Bilingual Spanish-language pay-TV households in the US are more likely than the average household to have purchased pay-TV upgrades within the past 12 months. A key pay-TV driver for Spanish-language households is the appeal of premium movie channels, with 58 per cent reporting that premium movie channels in a pay-TV package are appealing. Additionally, 41 per cent state that the content on pay TV is not available on OTT video services.
“At one time, many operators required that consumers subscribe to a base package of primarily English-language channels in order to purchase a bundle of Spanish-language channels,” Sappington said. “Today, Spanish-language services are evolving to better meet the needs of the consumers who demand them. New services are emerging that cater to this segment, including services such as Sling Latino and Univision Now.”