Wednesday, July 06, 2016

Nearly 80% of U.S. Spanish-language households subscribe to one or more OTT video services

New Research Examines Pay-TV and OTT Adoption Trends in Spanish-Bilingual Households in the U.S.

New Parks Associates research shows bilingual Spanish-language broadband households in the U.S. are more likely to have pay-TV and OTT video service subscriptions than the average U.S. broadband household. 360 View Update: Pay TV and the Spanish Language Household, which analyzes a survey of U.S. broadband households where Spanish is spoken daily, reveals that 89% of these households have a pay-TV subscription and more than 75% subscribe to at least one OTT video services. Among average U.S. broadband households, 84% subscribe to pay TV, and roughly two-thirds subscribe to an OTT service.

“While pay-TV penetration has declined among U.S. broadband households, adoption has remained steady among Spanish-bilingual households over the past few years,” said Brett Sappington, Senior Director of Research, Parks Associates. “Cord cutting does not have the same impact in Spanish-language households as it does for the larger broadband population. In fact, most of their recent pay-TV changes have been upgrades to more expensive services.”

Pay-TV Service Subscription

Bilingual Spanish-language pay-TV households in the United States are more likely than the average household to have purchased pay-TV upgrades within the past 12 months. A key pay-TV driver for Spanish-language households is the appeal of premium movie channels, with 58% reporting that premium movie channels in a pay-TV package are appealing. Additionally, 41% state that the content on pay TV is not available on OTT video services.

“At one time, many operators required that consumers subscribe to a base package of primarily English-language channels in order to purchase a bundle of Spanish-language channels,” Sappington said. “Today, Spanish-language services are evolving to better meet the needs of the consumers who demand them. New services are emerging that cater to this segment, including services such as Sling Latino and Univision Now.”

360 View Update: Pay TV and the Spanish Language Household includes a survey conducted in English of bilingual broadband households in the United States. It examines video consumption habits of bilingual Spanish-English households in the U.S., including their use of pay-TV service features and adoption of connected entertainment devices.

More information is available at www.parksassociates.com. To schedule an interview with an analyst, or to request specific research data, please contact Holly Sprague at hsprague@gmail.com.

About Parks Associates: Parks Associates, a woman-owned and woman-led internationally recognized market research and consulting company, specializes in emerging technology solutions serving the consumer and small to medium business (SMB) markets. Celebrating its 35th year in 2021, Parks Associates is a partner to companies navigating the changing consumer technology landscapes through data-driven market insights, extensive consumer and industry intelligence, custom marketing services, and executive networking experiences and conferences.

The company's expertise includes home automation, control systems and security, digital media and platforms, entertainment and gaming, home networks, internet and video services, connected health and independent living solutions, mobile applications and services, support services, consumer electronics, and energy management solutions.

Each year, Parks Associates hosts industry webcasts, the CONNECTIONS™ Conference Series, Connected Health Summit, Smart Energy Summit: Engaging the Consumer, and Future of Video: OTT, Pay TV, and Digital Media. http://www.parksassociates.com

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