On average, Hispanics spend about three hours per day watching TV and are more interested in sports shows and special events. Hispanics sports fans primarily use online platforms, smartphones, and tablets, and watch TV via multiple video options such as Pay-Tv and live TV.
Research Strategy
The research team sought the most current and relevant data from various analytics industry databases, market research reports, surveys, and other news articles and blogs on TV usage among the Hispanics. Since the data required is focused on a particular subset of the population, we decided to broaden the date requirements for the credibility of the sources to give the context of the current industry views and trends regarding Hispanic TV, and sports shows fans.
Our search attempts could not retrieve quantitative data, specifically regarding the target of Hispanic sports enthusiasts. In some instances, the data was unavailable completely; thus, we broadened the requirements to include Hispanic TV consumers and/or sports fans. For example, regarding the first item – Time spent watching TV in various contexts, we broadened the requirements to capture the required data.
Next, we calculated the number of hours Hispanics spend watching TV by multiplying the average number of hours spent in a day consuming media 9.5 by the proportion of that time spent on watching TV (1/3).
13 ×9.5= ~ 3 hours.
Regarding the third item (What video type they watch TV with), we found very little and specific or general information regarding the same. Thus, minimal data points are available on the same.
OVERVIEW OF HISPANIC TV FANS
In the U.S., there are an estimated 37 million Hispanic sports fans [1]. Of the 37 million Hispanic sports fans, 94% of the male population are sports fans [3], while another 37-56% of the population are avid Hispanic sports fans [1, 3]. Due to the nature of Hispanics preferring to live in numerous households, they end up creating a bigger need to share TV viewing [1]. Overall, the Hispanics make up the majority of soccer viewers in the U.S. [2].
TIME SPENT WATCHING TV
Despite a drop in viewership of overall Spanish TV content, the viewership of non-Spanish content has jumped for Hispanic viewers, especially for the Family and Sports networks [4]. Sports shows and special events are considered crucial programs for the Spanish-language broadcast networks [5]. Various networks recognize that television viewership is continually declining and are tackling that issue by “going digital” with apps and offering live streaming services [5]. The Hispanics, particularly the younger cohort are now watching TV and specifically sports in both English and Spanish [5]. Among the Spanish demographics, soccer matches comprise an important segment of TV viewership [5]. According to Deadline Hollywood – on average, Hispanics spend about three hours per day watching TV [8].
WHERE DO HISPANICS WATCH TV
We found several stats regarding where do Hispanics watch TV. Multiple types of research cited figures depending on the channel they analyzed. Our study discovered that 64% of ESPN Hispanic users rely on multiple platforms to watch TV [1]. We also found out that, on average, Hispanics spend about 90 hours/month online, and that 75% of the Hispanic time spent online is via mobile devices [1].
According to Digital and Social Media Sports, in 2014, Hispanics spent 61 billion minutes/month on desktop computers, and 160 billion minutes on mobile devices [1]. Moreover, Hispanics on smartphones spend 6X more time on apps than browsers and 45+ more minutes/month viewing videos online than the average rate among Americans [1]. Lastly, 24% and 27% of Hispanics watch sports on a tablet and smartphone respectively [3].
WHAT VIDEO TYPE THEY WATCH TV WITH
Among the Hispanic population, over-the-top (OTT) players are looking to expand Hispanic and Spanish-language streaming content to gain more Hispanic viewers [6]. Pay-Tv subscription rates among Hispanic consumers appear similar to those of the general U.S. population [7]. In 2014, it was estimated that among the Spanish households, 49-50% had a digital video recorder (DVR) while 50% had a subscription video on demand (SVOD) service [8].