Page 25 - Hispanic Market Guide 2022

Streaming Video In September 2021 alone, Hispanics spent 254 billion minutes watching subscription and non-linear Video on Demand content, according to Nielsen. With more streaming platforms being launched to keep up with the demand, this is a trend to watch, especially with Spanish-language platforms like ViX Latinos spend notably less time with traditional TV than with streaming services, including newcomer AVOD platforms like Pluto TV and Tubi. The real standout, however, is YouTube, which accounted for 21% of viewing minutes among Hispanics in June 2021. Percent of Viewing Time Spent on Streaming Netflix Still #1 in 2021 HH Subs as Streaming Competition Widens % of HH Subscribing (2021) 34% Hispanic Source: Nielsen NPOWER, National Panel and SVR Panel for Streaming Data, July 2021 Netflix Remains #1 in Streaming Share of Viewing As competition has grown, Netflix has held Netflix 62% Hulu 56% Prime 54% Disney+ 33% Peacock 28% Source: Statista 2021 4Q, 2020 HBO Max Discovery+ Tubi Paramount+ Pluto 3Q, 2021 27% 23% 21% 19% 19% 25% Non-Hispanic White 100 16% 16% 13% 16% 49% 14% 14% 16% 20% 42% steady although well below 2019’s 65% Other share with subscriber growth slightly lower Disney+ YOY (+8.3M v. +8.850M). Other channels split remaining share. APPLE TV 7% HBO Max 6% Paramount+ 4% Other 14% 60 40 SVOD = 38% of 13-49 YESTERDAY 4Q 2020 VIEWING 4Q 2020 HMC study: What % of your full-length TV show/movie time (yesterday) was spent with...? BASE: ALL 13–49s (1,220 25-49 Parents of Kids 8-12 + 1198 13-172s0) + QM18 What % of your time with PAID online subscription services yesterday was with...? BASE: WATCH ONLINE PAID TV SVOD SERVICES (1,001 25-49 Parents of Kids 8-12 Hulu Prime Netflix 0 +99813-17s) 2019 + 3Q 2021 Parrot Analytics USA HH data 4Q 3Q HMC 2022 HISPANIC MARKETING COUNCIL 25