CTV viewing growing among US Hispanics

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 15, 2021, 3:13 AM GMT+0

Nielsen’s Total Audience Report revealed that 17% of connected TV (CTV) device users in the US are Hispanics.

With recent launches of streaming services like PrendeTV by Univision and Pantaya, by Hemisphere Media Group and Lionsgate, streaming providers in the US are focusing on Hispanic viewers. Hispanics spent 9.7% less time with traditional TV with 2.4 hours a day in Q3 of 2021, compared to other ethnicities.

The cohort’s CTV viewing increased 25% to 54 minutes a day in Q3 of 2020. Asian Americans, Black Americans, and White Americans, also increased CTV viewing time in Q3 of 2020.

52% of Hispanics watch CTV in the US, the second-highest cohort. Asian Americans, 54%, lead in CTV consumption followed by White Americans (49%) and Black Americans (46%). Reach of traditional TV among Hispanics is the second-lowest at 76%, after Asian Americans (65%).

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