Key issues covered in this report:
- Digital content consumption by race and Hispanic origin
- Most popular audio, video and social content platforms and providers
- Impact of inflation on entertainment and technology spending
- Growth forecasts for spending on digital video and audio services
- Attitudes and preferences regarding digital content services
- Importance of advertising as a key revenue stream for digital content
- Strategies for content providers and advertisers to connect with multicultural consumers
Digital content has taken the lead with multicultural consumers, offering greater representation and flexibility – and new ways to reach this valuable audience.
Fiona O’Donnell, Senior Director – Lifestyles, Culture & Identity, Multicultural, Travel & Leisure
Collapse All
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- Key issues covered in this Report
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Executive Summary
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Multicultural America: An OVerview
- Graph 1: population – race/Hispanic origin, by generation, 2023
- Graph 2: households – race/Hispanic origin, by type, 2021
- Graph 3: median household income, by race/Hispanic origin, 2022
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The Market
- Market context
- Market drivers
- Graph 4: Consumer Price Index change from previous period, 2018-23
- Graph 5: inflation impact on leisure and entertainment, by race and Hispanic origin, 2023
- Graph 6: inflation impact on tech spending – services, by race and Hispanic origin, 2023
- Graph 7: inflation impact on tech spending – devices, by race and Hispanic origin, 2023
- Market size and forecast
- Graph 8: paid streaming subscribership, by service, Q3 2021-23
- Market perspective
- Graph 9: primary screen, by race/Hispanic origin, 2023
- Graph 10: expectations for next year, by race/Hispanic origin, 2023
- Graph 11: favorite in-home leisure activities (any rank 1-3), 2022
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Consumer Insights
- Consumer fast facts
- Consumer fast facts, continued
- Content consumption activities
- Graph 12: tech-related entertainment priorities (any rank), by race and Hispanic origin, 2023
- Graph 13: tech-related entertainment priorities (any rank) – select items, by race and Hispanic origin, 2023
- Graph 14: tech-related entertainment priorities (any rank) – select items among 18-34s, by race/Hispanic origin, 2023
- Graph 15: tech-related entertainment priorities (any rank) – select items, by parents and race/Hispanic origin, 2023
- Audio entertainment sources and behavior
- Graph 16: audio entertainment use within the past three months, by race and Hispanic origin, 2023
- Graph 17: streaming audio services use within last three months, by race and Hispanic origin, 2023
- Graph 18: podcast advertising revenue and forecast, at current prices, 2018-28
- Social media sources and behavior
- Graph 19: social media use frequency, by race and Hispanic origin, 2023
- Graph 20: daily social media use – select platforms, by race and Hispanic origin, 2023
- Graph 21: social media behavior among 18-34s, by race and Hispanic origin, 2022
- Video entertainment sources
- Graph 22: video entertainment sources, 2023
- Graph 23: video entertainment sources use (NETs), 2021-23
- Graph 24: any traditional TV use, by race and Hispanic origin, 2021 and 2023
- Graph 25: any streaming video use, by race and Hispanic origin, 2021 and 2023
- Graph 26: video entertainment sources, by race and Hispanic origin, 2023
- Graph 27: video entertainment sources among 18-34s, by race/Hispanic origin, 2023
- Premium streaming services
- Graph 28: SVOD services use, by race and Hispanic origin, 2023
- Graph 29: SVOD services use among parents, by and race/Hispanic origin, 2023
- FAST streaming services
- Graph 30: attitudes about digital video ads, by race and Hispanic origin, 2023
- Graph 31: FAST services use, by race and Hispanic origin, 2023
- Graph 32: FAST services use, by women and race/Hispanic origin, 2023
- Live digital TV streaming services
- Graph 33: motivations for using live digital TV, by race and Hispanic origin, 2023
- Graph 34: use of live digital TV features, by race and Hispanic origin, 2023
- Graph 35: live digital TV services used, by race and Hispanic origin, 2023
- Content consumption attitudes and behavior
- Graph 36: streaming shopping behavior, by race and Hispanic origin, 2023
- Graph 37: viewing behavior, by race and Hispanic origin, 2023
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Competitive Strategies
- Marketing and advertising
- Opportunities
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Appendix
Market Intelligence Made Easier With Mintel
The first Mintel Market Intelligence report was published over 50 years ago. Since then, we have provided our unique insights and understanding of consumers, innovation and global markets to thousands of customers worldwide. Here’s why our customers rely on Mintel:
- Gain a comprehensive, 360-degree view of the market: Mintel reports blend consumer research, market forecasts, product innovation tracking, and competitive analysis, allowing businesses to see every angle of their industry and identify new opportunities quickly.
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- Benefit from expert analysis and practical recommendations: Mintel’s reports are written by experienced analysts who interpret complex data and provide clear, actionable insights you can trust to guide your next moves.
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What goes into a Mintel Market Intelligence Report?
Curious about how a Market Intelligence report comes together? We like to think of it as building a detailed puzzle. We start with individual pieces: data from consumers, market statistics, industry trends, and online conversations. Then our expert analysts add world-class human insight and industry knowledge. The pieces are assembled to reveal a clear, comprehensive picture of a market.
The Four Pillars of Our Research
We use a combination of four main research methods when creating our reports, each adding a valuable perspective:
- Consumer Research: Direct surveys with real people, giving us clear, current insights into what people think and do.
- Desk Research: In-depth review of trusted data sources. We use this rich database, plus powerful internal tools that track new products and market sizes, to detect trends and guide forecasts.
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- Brand and Social Media Research: Analysis of online opinions and trends. This lets us spot trends, measure brand sentiment, and capture feedback in real time, adding further depth to our research.
Bringing It All Together
Each of these four pillars provides a different piece of the puzzle. Consumer research tells us what customers think, desk research provides the factual framework, trade research offers an insider’s view, and social media analysis reveals public sentiment.
Our expert analysts are skilled in weaving these diverse data streams together. They apply a range of quantitative and qualitative analysis techniques to uncover the deeper story, connecting the dots to deliver clear, actionable insights. This comprehensive, multi-layered process is how we transform raw data into a market intelligence report you can trust to inform your most important business decisions.
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