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Cracking the Code to Today's Multicultural Audience

机译：破解当今多元文化受众的准则

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AMERICA'S MULTICULTURAL AUDIENCES are on the leading edge of the tech adoption curve. From 2013 to 2018, Asian-American, Latino and African- American audiences have also been ahead of the streaming curve. The average TV viewer spends 43 % of their viewing time with live TV and 35% with streamed content. Latinx, black and Asian-American consumers split their time almost evenly, with about four in every 10 hours spent watching live content, another four in 10 on streaming and the rest on video-on-demand, digital video recorders or DVDs. The explosion of streaming can be directly correlated to the growth in connected TV penetration. Multicultural households have always been ahead of this trend, which accounts for the correlation between the increased penetration of connected TVs and the decrease of about 11% of traditional multichannel penetration since 2014. Interestingly, Latinx and Asians are less likely to show signs of cord-cutting, compared to white and African-American households. The research suggests this is due in part to the stickiness of in-language and in-cultural packages. According to Horowitz Research's findings: 1. Half of the TV content viewers have a subscription to an SVOD service such as Netflix, Amazon's Prime Video or Hulu. 2. Fifteen percent of households subscribe to a virtual multichannel programming distributor (vMVPD). 3. Hispanic, African-American and Asian-American households are more likely to experiment with a vMVPD. A number of factors drive interest. These platforms come with tech-forward features: access across mul- tiple devices and the same out-of-home/in-home experience, without cables or satellite equipment. Historically, multicultural audiences are among the hungriest for content and need the most robust packages. That's why multicultural households are more likely to be content omnivores - using all platforms, screens and services to manage their content needs. Broadcast content, entertainment and news, still matters. Multicultural audiences are no different. Even millennials still care about broadcast content, as 71% of demo consumers said broadcast TV shows are important. But it's original content on such streaming services as Netflix, Hulu and Prime Video that people think of first.
机译：美国的多元文化受众处于技术采用曲线的前沿。从2013年到2018年，亚裔，拉丁裔和非裔美国人的观众也一直领先于直播流。电视观众平均将其观看时间的43％用于直播电视，将35％的时间用于流媒体内容。拉丁裔，黑人和亚裔美国人的消费者几乎平均分配时间，每10个小时中有四分之一的时间用于观看直播内容，另外四分之十的时间用于流媒体，其余的时间用于视频点播，数字录像机或DVD。流媒体的爆炸性增长可以与互联电视普及率的增长直接相关。自2014年以来，多文化家庭一直领先于这一趋势，这说明了联网电视普及率的提高与传统多频道普及率的下降之间的相关性（自2014年以来）。有趣的是，拉丁裔和亚洲人不太可能显示有线信号。与白人和非裔美国人家庭相比研究表明，这部分归因于语言和文化包的粘性。根据Horowitz Research的调查结果：1.一半的电视内容观众都订阅了SVOD服务，例如Netflix，亚马逊的Prime Video或Hulu。 2. 15％的家庭订阅了虚拟多频道节目发行者（vMVPD）。 3.西班牙裔，非裔美国人和亚裔美国人家庭更有可能尝试vMVPD。许多因素引起了人们的兴趣。这些平台具有技术领先的功能：无需电缆或卫星设备，即可跨多个设备访问并获得相同的户外/家庭体验。从历史上看，多元文化的受众群体最渴望内容，他们需要最强大的软件包。这就是为什么多元文化的家庭更容易成为内容杂物族-使用所有平台，屏幕和服务来管理其内容需求。广播内容，娱乐和新闻仍然很重要。多元文化的受众也不例外。甚至千禧一代仍然关心广播内容，因为71％的演示消费者表示广播电视节目很重要。但是，人们首先想到的是诸如Netflix，Hulu和Prime Video等流媒体服务上的原始内容。

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