August 13, 2022

Study: Diverse Audiences Driving OTT Usage and Viewing

NEW YORK—A new study from Comscore highlights a long-overlooked trend, namely the important role that diverse audiences from the African American, Hispanic, Asian and Native American communities are playing in the rapid growth of streaming and OTT video consumption.

New data from Comscore shows that these diverse audiences accounted for 41% of U.S. households watching OTT content on connected TV devices, making it “a huge force and a key driver of overall streaming growth,” the report concludes. report.

The researchers also pointed out that “the adoption of streaming content by various segments is above average, particularly among African Americans, Hispanics, and Native Americans.”

The data is particularly remarkable given the longstanding difficulties many members of these communities have had in accessing high-speed broadband and other digital services.

Comscore used data from March 2019 through March 2022 to analyze the impact of various audiences on OTT viewing.

During this period, African American OTT households increased by 35%, Hispanic OTT households increased by 41%, Asian OTT households increased by 69%, and Native American OTT households increased by 66%.

Various audiences also increased their share of Wi-Fi households watching OTT from 24.7 million households (39% of all OTT households) in 2019 to 34.6 million (41% of all OTT households in the US) in March 2022.

In terms of OTT hours watched per household, African Americans saw a 66% increase between March 2019 and March 2022, and American Indians increased their OTT viewing by 88% over this period, a growing much faster than the 34% increase in OTT viewing. for the whole of the United States

In March 2022, African Americans watched 163 hours of OTT content compared to 122 hours nationwide, while Hispanic households watched 133 hours.

In terms of streaming services, African American households use 6.3 streaming services, more than the national average of 5.4 services, and Hispanic households use slightly above the average at 5.6 services. Asian households, however, under-index the national average with 4.9 services.

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