Consumer Analytics

OTT and Pay-TV Services Adapting to Cultural Diversity in the U.S.

by David Mitchel | Aug. 18, 2017

In recent decades, the United States has grown into a more diverse nation. This trend is expected to continue in forthcoming decades. By 2044, more than half of the entire U.S. population will be non-white. A number of identified ethnic/linguistic subgroups have distinct video consumption habits and preferences, and organizations within the video ecosystem need to understand these preferences in order to stay competitive in the marketplace. 

As seen below, use of Internet video is strong in all of these ethnic/linguistic subgroups. With the exception of satellite TV operators and some cable and IPTV service providers in large metro areas, alternative language groups and smaller cultural and ethnic groups have been underserved in the video services space. OTT services are serving these populations, such as South Asian-focused Yupp TV, Korean drama-focused DramaFever, and Chinese service 5ik.TV. The connected nature of these services coupled with the ability to easily watch on alternative devices have allowed the services to gain market share within these cultural groups. In addition, these culturally-focused services have generated audiences outside their target cultural groups, creating a truly multicultural and diverse audience base in the OTT space. 

As the United States continues to grow into a more diverse nation, both the digital and traditional spaces will need diverse offerings to attract an increasingly multicultural audience.

Use of Internet Video by Language/Ethnicity (Q3/16)




David Mitchel

David Mitchel

Research Analyst

David Mitchel is part of the Consumer Analytics research team. He studies market and consumer trends in a number of areas, including Access & Entertainment, Connected CE, Energy Management, Connected Home Systems, Digital Media, Digital Health, and Mobile Devices.

Prior to working at Parks Associates, David spent 5 years working in a variety of marketing roles, gaining experience in a variety of industries. He earned a BA in Communication from the University of Arizona and an MBA from Thunderbird School of Global Management.

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