Multicultural Audiences Like Multiplatform TV

  • Broadband Penetration
  • Online Video
LARCHMONT, NY -- Even though minority households are less likely to have broadband access, they are driving new broadband growth, says a new study from Horowitz. Multicultural consumers with broadband also lead the way in ownership of video-enabled handheld devices: 84 percent of Asian and 83 percent of Hispanic and black broadband users can access video on a handheld device, compared with 74 percent of whites.

With growing access to alternative platforms and more robust content available on those platforms (including, presumably, international content), multicultural consumers are generally more involved in multiplatform TV. Almost half (48 percent) of Asian, 46 percent of Hispanic and 35 percent of both black and white broadband users watch TV content online; 16 percent of Asian, 22 percent of Hispanic, 19 percent of black and 15 percent of white broadband users watch TV content on a handheld (weekly data).

Despite heavy usage of multiplatform TV, the traditional TV set still dominates. Seventy percent of Asian, 75 percent of Hispanic, 74 percent of black, and 75 percent of white broadband users who watch TV on alternative platforms report that most of their viewing still occurs primarily on the TV set.

One-quarter of Asian (24 percent) and white (25 percent) multichannel subscribers say they are considering or might consider cancelling their TV subscriptions if more of their favorite content were available online. The potential for cord-cutting is lower among Hispanics and blacks; still, 18 percent of Hispanic and 13 percent of black multichannel subscribers are considering or would consider cutting the cord.

Adriana Waterston, VP of business development for Horowitz Associates, says, "When it comes to alternative TV platforms, multicultural consumers want more choice, not less. Any players in the multicultural space need to deliver what viewers are coming to expect: cross-platform content."

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