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Horowitz Research’

Report: Password sharing crackdowns impacting SVoD churn

Horowitz Research’s State of Media, Entertainment & Tech: Subscriptions 2024 report sheds important light on how recent crackdowns on password sharing are impacting consumer behaviour when it comes to subscription streaming services. According to the study, half of TV content viewers (52 per cent) have cancelled or lost access to at least one of their […]

April 11, 2024By Colin Mann

Research: US multicultural homes favour 5G wireless Internet

As mobile providers such as T-Mobile and Verizon make 5G wireless home Internet available in more US markets, awareness of the service is growing among multicultural households, according to a recent Horowitz Research study, State of Media, Entertainment, and Tech: Disruptions. About two in three multicultural consumers who do not already subscribe to 5G wireless […]

March 12, 2024

Survey: Asian American audiences more liberally aligned

A Horowitz study, FOCUS Asian: State of Media, Entertainment, and Tech: Consumer Engagement 2023, which examines the sociopolitical attitudes of multicultural Americans, finds that Asian Americans are more aligned with liberal or progressive values than more conservative ones. For example, when presented with two statements related to the polarising debate about government intervention into parental […]

November 29, 2023

Research: Latinx viewer dissatisfaction

More than four in 10 (43 per cent) Hispanic/Latinx American consumers said that the news media does a poor or average job portraying the Hispanic/Latinx community and with the number of Hispanic/Latinx reporters, according to the latest Horowitz report, FOCUS Latinx: State of Media, Entertainment & Tech: Consumer Engagement 2023. A deeper look into the […]

November 16, 2023

Study: Ad effectiveness age-dependent

Email (42 per cent), followed by ads on live TV (32 per cent), streamed shows (29 per cent), direct mail (28 per cent), YouTube, and websites in general are considered the most effective advertising tactics among consumers overall, according to the State of Media, Entertainment, and Tech: Consumer Engagement 2023 study from Horowitz Research. The […]

November 1, 2023

Study: Streamers value curated hubs

In an increasingly fragmentated streaming ecosystem, US consumers are leaning on curated collections and hubs to find content based on a specific theme, according to the new State of Media, Entertainment and Tech: Viewing Behaviors 2023 report from Horowitz Research. Most streamers say they value having these curated collections/hubs as part of their streaming services, […]

July 25, 2023

Study: Culturally-relevant content key for Asian viewers

Six in 10 (61 per cent) of Asian TV content viewers watch Asian-language content at least occasionally, and two in three (65 per cent) Asian-language dominant/bilingual consumers say that Asian-language content is important to them, according to the FOCUS Asian Volume 1: Subscriptions report by Horowitz Research. Similarly, six in 10 Asian viewers watch international […]

June 1, 2023

Research: Content quality key for Latinx viewers

Latinx TV content viewers in the US over-index for having subscription streaming services (SVoDs) compared to total market consumers, according to the newly released FOCUS Latinx Volume 1: Subscriptions report by Horowitz Research. The report finds that 76 per cent of Latinx TV content viewers subscribe to at least one SVoD service, compared to 67 […]

May 12, 2023

Research: Black households strong streamers

Black Americans over-index for using free OTT services compared to the total market, with four in five (80 per cent) using them within the past month, compared to 69 per cent of consumers overall. In fact, usage of free OTT services among Black audiences has grown tremendously from 13 per cent since 2019, according to […]

April 19, 2023

Analysis: FAST takes off

Currently, nearly seven in 10 (69 per cent) TV content viewers in the US use free streaming services at least monthly, a sharp increase from 42 per cent in 2019, according to Horowitz Research’s State of Media, Entertainment & Tech: Subscriptions 2023 study. This rapid growth in usage of free streaming services is driven by […]

March 29, 2023