Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept and close

Description

Description

“Media consumption is one of the top activities Hispanics do in their leisure time. Shelter-at-home and social distancing orders due to COVID-19 have made it an even more integral part of Hispanics’ daily lives. As services aim to promote trial, with hopes of consumers signing up for longer-term paid subscriptions, free trials have become the industry standard. However, after lockdown and into the medium and longer term, streaming media services need to emphasize and promote the value of their content to retain viewers after free trials have ended.”

– Juan Ruiz, Director of Hispanic Insights

This report covers the following issues:

  • The impact of COVID-19 on Hispanics and media consumption
  • How the market will fare after the post-COVID-19 slowdown
  • Perceived value of streaming services and cable/satellite TV services
  • The importance of Spanish-language in media consumption

What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Definition
        • Executive Summary

            • Market overview
              • Figure 1: Top three types of entertainment sources Hispanics use, indexed to all, February 2020
            • Top takeaways
                • Figure 2: Hispanic media attitudinal segments, February 2020
              • Impact of COVID-19 on Hispanics’ media consumption
                • 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
                  • Figure 5: Hispanics’ use of smartphones for video entertainment, indexed to all, February 2020
                • Offer more than free trials – Quality content is key
                  • Figure 6: Hispanics’ attitudes toward streaming services trial and need, February 2020
                • Look to larger households for additional streaming devices and services
                  • Figure 7: People at home streaming on their own devices, February 2020
                  • 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

                  • What you need to know
                    • 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
                      • Figure 11: Projected volume of welcome emails for Netflix and Disney+, US, January-May 2020
                      • Figure 12: Tubi Facebook post, April 2020
                    • Free trials can provide streaming services with a wealth of viewer information
                      • Figure 13: Quibi – Your quick thoughts on Quibi, US, April 2020
                    • Surprising content is essential for streaming services to outlive trial periods
                      • Figure 14: Disney+ Hamilton, May 2020
                      • 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
                          • 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
                                        • Figure 17: Unemployment, by total and Hispanic workers, January 2007-May 2020
                                      • Hispanics’ occupations increase their vulnerability to economic downturns
                                        • 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
                                                • 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

                                                  • Demographic factors influence Hispanics’ media consumption
                                                    • Attitudinal factors influence Hispanics’ media consumption
                                                      • Americans are turning to media due to COVID-19
                                                      • Market Factors

                                                        • Youthful market presents greater complexity
                                                          • Figure 20: Hispanic share of total US population, by age, 2019
                                                        • Larger household sizes mean multiple screens
                                                          • 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
                                                          • Figure 23: Language Hispanics speak at home, October 2018-December 2019
                                                          • Figure 24: Language Hispanics speak at home, by age, October 2018-December 2019
                                                        • Lower median household income prompts Hispanics to look for value
                                                          • Figure 25: Median household income, by race and Hispanic origin of householder, 2018
                                                          • Figure 26: Household income distribution, by race and Hispanic origin of householder, 2018
                                                      • Media Attitudinal Segmentation

                                                        • There are four ways Hispanics approach media
                                                            • Figure 27: Hispanic media attitudinal segments, February 2020
                                                          • Media Detractors (23%)
                                                            • What Hispanic Media Detractors want and why
                                                              • Figure 28: Profile of Media Detractors, February 2020
                                                            • Spanish Embracers (32%)
                                                                • Figure 29: Profile of Spanish Embracers, February 2020
                                                              • Streaming Embracers (22%)
                                                                  • Figure 30: Profile of Streaming Embracers, February 2020
                                                                • Media Embracers (23%)
                                                                    • Figure 31: Profile of Media Embracers, February 2020
                                                                • What’s Driving Behavior – What You Need to Know

                                                                    • Figure 32: Mintel Trend Drivers
                                                                  • Value
                                                                    • Surroundings
                                                                      • Identity
                                                                      • What’s Driving Behavior – Value

                                                                        • Streaming services are winning in perceived value
                                                                          • Figure 33: Hispanics’ attitudes toward media sources and value, February 2020
                                                                        • Streaming services have a broader appeal
                                                                          • Figure 34: Hispanics’ attitudes toward media sources and value, by attitudinal segments, February 2020
                                                                        • Netflix stands out, but is about to face significant challenges
                                                                            • 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
                                                                            • Figure 36: Hispanics’ attitudes toward media consumption – Watching ads, February 2020
                                                                        • What’s Driving Behavior – Surroundings

                                                                          • Hispanics follow the buzz
                                                                            • Figure 37: Hispanics’ attitudes toward media consumption – Keeping informed, February 2020
                                                                        • What’s Driving Behavior – Identity

                                                                          • Hispanic Millennials wish for more content in Spanish
                                                                            • Figure 38: Hispanics’ attitudes toward media in Spanish, by age, February 2020
                                                                            • Figure 39: Hispanics’ attitudes toward media in Spanish, by language spoken at home, February 2020
                                                                          • Novelas and the generation gap
                                                                            • 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

                                                                          • 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

                                                                                      • Hispanics are moving away from cable TV
                                                                                        • Figure 41: Types of entertainment sources Hispanics use, indexed to all, February 2020
                                                                                        • 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
                                                                                        • Figure 43: Types of entertainment sources Hispanics use, by gender and age, February 2020
                                                                                      • Media services are discretionary expenses
                                                                                        • Figure 44: Types of entertainment sources Hispanics use, by language spoken at home and household income, February 2020
                                                                                    • Hispanics and Social Media

                                                                                      • Hispanics are avid social media users
                                                                                        • Figure 45: Social media sites Hispanics visit daily, indexed to all, February 2020
                                                                                      • There are differences by age in social media usage
                                                                                        • Figure 46: TikTok Facebook video post, March-April 2020
                                                                                        • Figure 47: Social media sites Hispanics visit daily, by age, February 2020
                                                                                      • Higher need to belong increases engagement in social media
                                                                                        • Figure 48: Social media sites Hispanics visit daily, by language spoken at home and household income, February 2020
                                                                                    • Preferred Media Services

                                                                                      • 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
                                                                                            • Figure 49: Hispanics’ preferred content services, February 2020
                                                                                            • Figure 50: Hispanics’ perception of channel surfing on streaming services, February 2020
                                                                                        • Device Usage

                                                                                          • Technology is fragmenting media consumption at home
                                                                                            • Figure 51: People at home streaming on their own devices, February 2020
                                                                                          • Size doesn’t matter for video entertainment anymore
                                                                                            • Figure 52: Types of devices Hispanics use to consume video entertainment, February 2020
                                                                                          • Smartphones play a key role in Hispanics’ media consumption
                                                                                              • 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
                                                                                              • Figure 54: Quibi online ad, March 2020
                                                                                          • Attitudes toward Streaming Services

                                                                                            • Value of streaming services doesn’t mean Hispanics will rush to get them
                                                                                              • 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
                                                                                                • 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
                                                                                                • Figure 57: Hispanics’ need of multiple streaming services, by number of children in the household, February 2020
                                                                                            • Sources for Media Decisions

                                                                                              • Hispanics want to watch what their friends and family are watching
                                                                                                • Figure 58: Sources Hispanics use to decide what to watch, February 2020
                                                                                              • TURF analysis
                                                                                                • Figure 59: TURF analysis –TV content decision making process, February 2020
                                                                                                • Figure 60: Table – TURF analysis – TV content decision making process, February 2020
                                                                                              • Younger decide based on what they see online
                                                                                                • Figure 61: Sources Hispanics use to decide what to watch, by age, February 2020
                                                                                            • Appendix – Data Sources and Abbreviations

                                                                                              • Data sources
                                                                                                • Consumer survey data
                                                                                                  • Abbreviations and terms
                                                                                                    • Abbreviations
                                                                                                      • Terms
                                                                                                        • A note about acculturation
                                                                                                          • TURF methodology

                                                                                                          About the report

                                                                                                          This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:

                                                                                                          • The Consumer

                                                                                                            What They Want. Why They Want It.

                                                                                                          • The Competitors

                                                                                                            Who’s Winning. How To Stay Ahead.

                                                                                                          • The Market

                                                                                                            Size, Segments, Shares And Forecasts: How It All Adds Up.

                                                                                                          • The Innovations

                                                                                                            New Ideas. New Products. New Potential.

                                                                                                          • The Opportunities

                                                                                                            Where The White Space Is. How To Make It Yours.

                                                                                                          • The Trends

                                                                                                            What’s Shaping Demand – Today And Tomorrow.

                                                                                                          Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

                                                                                                          Trusted by companies. Big and small.

                                                                                                          • bell
                                                                                                          • boots
                                                                                                          • google
                                                                                                          • samsung
                                                                                                          • allianz
                                                                                                          • kelloggs
                                                                                                          • walgreens
                                                                                                          • redbull
                                                                                                          • unilever
                                                                                                          • Harvard
                                                                                                          • pinterest
                                                                                                          • new-york-time