IRVING, Texas—A new analysis from Horowitz Research highlights the importance of multicultural audiences for the record viewing seen during the 2026 FIFA World Cup, which concluded with a historic final and record-setting audience engagement of nearly 63 million Americans watching the event.

In addition to the 38.9 million viewers turning into the English-language soccer telecast on Fox, an additional 23.9 million viewers watched the Spanish-language telecast on Telemundo.

At the same time, Telemundo and Peacock reported Spanish-language streaming engagement in the U.S, with group-stage digital average minute audience up 251% versus the tournament in 2022. These results reflect a broader transformation in the media landscape, where multicultural audiences and digital platforms are driving growth, Horowitz reported.

Those results confirmed longstanding research from Horowitz highlighting the importance of multicultural audiences, making clear that multicultural audiences are a central part of the sports audience. The scale of Spanish-language viewing and the outsized role of Hispanic fans highlight how deeply soccer is embedded in cultural identity and community connection in the U.S.

Horowitz Research’s latest study, "State of Media, Entertainment, and Tech: Viewing Behaviors", which was conducted prior to the tournament, found that over half (54%) of Latinx consumers intended to watch the 2026 FIFA World Cup, significantly higher than the total market (42%). Those expectations were borne out in the intensity and consistency of engagement seen throughout the tournament.

“What we saw in 2026 is the full realization of trends we’ve been tracking for years,” said Adriana Waterston, executive vice president, insights and strategy lead for Horowitz Research. “The World Cup is where culture, community, and media converge. It is not just about the game on the screen, it is about identity, connection, and shared experience across platforms and languages. Our research at the intersection of cultural insights and sports is focused on helping media brands and their advertisers and sponsors maximize engagement among Hispanic audiences, multicultural audiences, and the sports audience overall.”

The 2026 tournament also marked a turning point for streaming as a primary platform for live sports and highlighted a number of trends that content providers and advertisers will need to embrace if they want to attract these audiences, the Horowitz analysis found.

For starters, digital viewership surged across matches and rounds, with fans seamlessly moving between traditional television and streaming services depending on context and convenience.

This behavior was anticipated by Horowitz’s pre-event research, which showed that a majority of prospective viewers expected to stream matches live and use multiple devices beyond the TV set. The World Cup demonstrated that live sports can successfully operate in an ecosystem where linear and streaming are complementary.

The result is a new model for major sporting events, one that demands integrated distribution strategies across broadcast, streaming, mobile, and social platforms, the Horowitz analysis stressed.

Beyond platforms and audiences, the 2026 World Cup reinforced the idea that sports fandom is inherently social. Fans gathered at home, in public venues, and online, engaging with content before, during, and after matches. Social media, second screens, and shared viewing experiences were not secondary behaviors but, rather, they were core to how the event was experienced.

In surveys prior to the event, Horowitz Research found that large portions of viewers planned to watch with friends and family, attend viewing events, and engage with World Cup content across social platforms. The tournament brought those behaviors to life, with fans using the World Cup to connect across geographies, cultures, and generations.

The scale and nature of engagement during the 2026 World Cup also reinforced the value of live, multicultural sports environments for advertisers. High levels of attention, emotional investment, and cross-platform engagement create conditions that are uniquely powerful for brand impact.

In addition, the momentum from the 2026 FIFA World Cup is already extending into the next chapter of global soccer. Horowitz’s research suggests meaningful continued interest in global soccer events, including the FIFA Women’s World Cup 2027.

“If 2026 showed us anything, it is that the playbook has changed,” added Waterston. “The audiences driving growth are diverse, the platforms are fluid, and the experience is shared. The organizations that understand and embrace that reality will be the ones that win in the next era of global sports.”

For more information, visit www.horowitzresearch.com.

A new survey from Horowitz Research shows how rapidly consumers are embracing shoppable media and the growing importance of social media purchasing decisions, with findings that nearly half of consumers have purchased a product through a social media platform in the past month and data showing that half of consumers say that social media has become a primary way to learn about new brands and products.

“Shoppable media is changing the game for everyone within the media ecosystem, creating new ways to increase consumer engagement with advertising, shortening the marketing funnel by driving product discovery and conversion in one experience, and providing media and tech companies with the opportunity to monetize additional revenue streams ” notes Adriana Waterston, executive vice president and insights & strategy lead for Horowitz Research, a division of M/A/R/C Research. “The opportunities presented by shoppable media can already be evidenced in the social space. We are excited to see how the CTV shoppable media space will evolve in the next year as more brands lean into shoppable advertising.”

The research highlights how shoppable media has evolved into a dynamic ecosystem that spans social media, connected TV, and the gaming environment that continue to draw advertising and marketing dollars away from traditional TV advertising.

According to Horowitz Research’s latest annual report, "State of Media, Entertainment and Tech: Advertising in a Digital World 2025", today’s consumers encounter shoppable touchpoints across multiple channels, from scanning QR codes during streamed content to interacting with shoppable posts and video on social apps to making-in-app purchases while gaming. As this ecosystem grows, social media in particular plays a leading role, with platforms like TikTok Shop, Instagram Shopping, and YouTube Shopping making it easier than ever for consumers to discover products and make in-app purchases.

More specifically, the study found that nearly half (45%) of consumers have purchased a product through a social media platform in the past month, with TikTok Shop leading the way. Convenience and product discovery are driving the social media shopping trend. In fact, half of consumers (50%) agree that social media has become a primary way to learn about new brands and products.

The study also reveals that 23% of consumers aged 18 and older have clicked on a brand ad in their social media feed or homepage, and 13% have purchased products from an influencer’s social media page.

Adoption is highest among women aged 18-34 and Latinx consumers, with Latinx shoppers more likely to purchase through TikTok Shop compared to their white, Black, and Asian counterparts. Among social media shoppers, 71% reported placing one to four orders in the past month, while 23% placed five or more orders.

Beyond social media, connected TV is also becoming a powerful shoppable media channel, the researchers reported.

Viewers are increasingly engaging in interactive ads that feature scannable QR codes, allowing them to learn more about a product or make a purchase directly from the TV screen. Fifteen percent of consumers scanned a QR code that appeared on their TV screen while watching content in the past month, and 10% say that QR codes that pop up while watching TV inviting them to learn more about a product are the most effective way to reach them.

ion about the State of Media, Entertainment & Tech: Advertising in a Digital World 2025 report, is available here.

With broadcasters, streamers and cable networks paying record-breaking amounts for rights to NFL football, a new study from Horowitz Research analyzes how fans are interacting with the games and explores how media companies can capitalize on those habits in their NFL coverage.

Understanding the changing habits of NFL fans has become particularly important given the cost of NFL rights. A recent study found the league’s media rights pacts are valued at nearly $110 billion over 11 years, with potential opt-outs in 2029, according to S&P Global Market Intelligence Kagan.

The survey found that many fans are doing more than just watching, they’re actively shaping the game-day experience. From shopping in real time to engaging across multiple platforms, today’s NFL audience is blending technology and interactivity to redefine what it means to be a fan, the researchers explained.

That means, the second screen has become just as important as the TV screen. Roughly two-thirds of total NFL viewers (63%), and especially multicultural NFL viewers (66%), engage with live social media content by viewing real-time posts or sharing reactions related to a show they are watching, according to Horowitz Research’s latest annual report, State of Media, Entertainment and Tech: Viewing Behaviors 2025.

At the same time, multi-angle options such as alternate views, player perspectives, and drone footage are gaining popularity among nearly half (44%) of multicultural NFL viewers, compared to 39% of total NFL viewers.

Real-time engagement is also turning sports viewers into active participants and consumers, the study stressed.

About half (51%) of total NFL viewers, and nearly as many multicultural NFL viewers (48%), shop for sports merchandise while watching live games. Meanwhile, gaming is becoming a central part of the viewing experience, with nearly half (48%) of multicultural NFL viewers and 43% of total NFL viewers engaging with TV content through video games or other interactive gaming features related to live sports events.

The study noted that sports programming has always been an important acquisition and retention tool for traditional media platforms (cable, satellite, and broadcast) and that dynamic is playing a growing role in the streaming industry. Horowitz data show that NFL viewers, and especially multicultural NFL viewers, over-index on using all types of streaming services.

New data from Horowitz Research once again shows how important Latinx consumers are to the TV, streaming and video industry, with a survey finding they are more likely to use FAST channels and have higher subscription rates for pay TV services and SVOD streaming services.

As a time of rapid change in the TV business, with streaming on the rise and pay TV declining, the “State of Media, Entertainment, and Tech 2025 Volume I: Subscriptions FOCUS Latinx” report found that 47% of Latinx or Hispanic consumers still have a video subscription from a MVPD, higher than the 44% rate of the total population.

At the same time, 92% of Latinx homes had SVOD services (higher than the 81% of the total population) and 35% had subscriptions for vMVPDs like YouTube TV (notably higher than the 23% rate of the total population).

Latinx consumers also overindexed in usage of free streaming services, with 80% using FAST channels compared to 70% for the total population.

These trends translate into a wider mix of services in Latinx homes. About 43% of Latinx homes had both MVPD and streaming services (versus 33% for the total population). Only 3% of Latinx homes had no subscriptions (versus 11% for the total market) and only 4% had just an MVPD subscription (11% for the total market).

The study also tracked a dramatic shift in how video is accessed in Latinx homes. In 2016, 31% of Latin homes accessed video only via an MVPD subscription versus 4% today. Meanwhile, the number of Latinx homes who only had streaming services rose from 6% in 2016 to 50% in 2025 and the homes with both MVPD and streaming services declined from 58% in 2016 to 43% in 2025.

With data highlighting the willingness of Latinx homes to subscribe to video services, making them an important block of customers, the Horowitz data also indicates that TV, streaming and pay TV players also need to meet the language needs of these viewers in their bundling and programming strategies.

The study found that 80% of Latinx viewers watch at least some Spanish-language programming and 61% of them report that at least half of what they watch is in Spanish.

This is most important for Spanish-dominant viewers, but bilingual and English-oriented viewers also report watching Spanish-language programming.

About 92% of those who identified as bilingual say they watch at last some Spanish-language programs as do more than half (55%) of those who say they are English dominant. Very notably, younger and older viewers all have have high rates of watching at least some Spanish-language programming.

More information can be found here.

In the wake of data showing that cable operators lost broadband subs for the first time ever in 2023, a recent survey from Horowitz Research highlights the competitive threat that fixed broadband services pose to cable broadband offerings.

The survey found that multicultural homes were both aware of the service and preferred it over traditional cable internet access. 

The recent Horowitz Research study, State of Media, Entertainment, and Tech: Disruptions, found that as mobile providers like T-Mobile and Verizon make 5G wireless home internet available in more U.S. markets, awareness of the service is growing among multicultural households. 

About two in three multicultural consumers who do not already subscribe to 5G wireless home internet (62% of Black and 68% of Latinx and Asian) have at least some knowledge about the service, underscoring the success of recent marketing and advertising pushes by mobile providers about their 5G home internet, the report noted. 

The survey also found that compared to the ISP they had before, nearly 6 in 10 (59%) Black and more than half (55%) of Latinx and Asian 5G wireless home internet subscribers say that their 5G service does a better job. In addition the study found that roughly a third of each segment feels that 5G service is about the same as broadband when it comes to quality. Asian and Latinx subscribers are slightly more likely than Black subscribers to feel that traditional broadband is better than 5G.

“To say that 5G wireless home internet is a real competitive threat to broadband and fiber services is an understatement,” notes Adriana Waterston, EVP and Insights and Strategy Lead for Horowitz Research. “Our data show that there is an appetite for more competition in the home internet space, and the wireless providers are being very aggressive with marketing to appeal to multicultural audiences, such as through both Verizon and T-Mobile’s wildly successful Super Bowl ads. Retention efforts that focus on delivering value for the money will be key, given that 5G wireless is being promoted as highest-quality internet for a much more affordable price.”

As 5G coverage spreads to include more areas across the country, retaining multicultural subscribers will be an imperative for broadband providers, the researchers noted. 

The study finds that more than half of Black (56%), Latinx (55%), and Asian (60%) consumers who are not currently 5G wireless home internet subscribers say that they are likely or very likely to consider 5G home internet from a mobile provider when it becomes available in their area.

The full State of Media, Entertainment, and Tech: Disruptions 2023 report tracks the evolving market for new and potentially disruptive technologies that could be game-changers, including over-the-air (OTA) antennas, wireless 5G home internet services, and piracy and password sharing. The report is based on a survey fielded in Q3 2023 among 1531 adults 18+ who have a role in decisions regarding TV and internet services in the home. Data have been weighted to ensure results are representative of the overall U.S. population. The report is available in total market, FOCUS Latinx, FOCUS Black, and FOCUS Asian editions.

NEW ROCHELLE, N.Y.—With an increasing number of streaming services following Netflix’s and Disney+'s lead in cracking down on password sharing, one in three U.S. TV content viewers (33%) are still borrowing log-in credentials or sharing the costs of at least one streaming service they can access, according to findings from Horowitz’s "State of Media, Entertainment, and Tech: Disruptions" report. 

The study found that the main drivers to borrowing and share are: “Someone I know already had an account”; “I can’t afford it at this time”; and “I am just doing it to access a specific show/type of content for a short period of time.”

The study also found that almost one in four (23%) viewers who currently borrow or share a password are “very worried” that the streaming services they use will start implementing measures to prevent sharing; another 26% are somewhat worried about it. 

Horowitz is, however, reporting that about half of those who borrow the log-in or share the cost for Netflix, Max, Disney+, Hulu, Amazon Prime Video, and Paramount+ would be willing to pay the full price for those services if they were not able to share anymore. Sharers of smaller, less robust services are less likely to pay full price for those services.

“Profitability continues to be a concern in the streaming space, and password sharing clearly plays a role in that. It is inevitable that services will need to find new revenue sources, whether from subscriptions or ads or both,” notes Adriana Waterston, executive vice president of insights and strategy lead for Horowitz Research. “That said, as more services crack down, we can anticipate that some consumers will consider churning off some of the services they share if they don’t see the value for their money. In that sense, the bigger services are risking less by cracking down than the smaller services, because the more robust and varied their content offering is, the more their perceived value.”  

In the context of these recent crackdowns, Horowitz asked TV content viewers about the ethical considerations of password sharing. Three in 10 consumers believe that password sharing is unethical in any circumstance, whereas almost six in 10 consumers do not see an issue with it. Among those who are okay with password sharing to some degree, over four in 10 (42%) feel it is acceptable as long as it involves sharing with their own family members, even if they do not live in the same household. A smaller percentage of consumers (16%) think that password sharing is acceptable with everyone, including individuals who are not family members.

In terms of the ethical considerations, the study found that there are nuances by age.

By far, 18-34 year-olds are much more likely than their older counterparts to password share (54%, compared to 37% among 35-49 year-olds and 17% among 50+ year-olds). They are also the least likely to have ethical concerns about it: only 13% of those 18-34 think it is unethical, compared to 24% among 35-49 and 41% of 50+ TV content viewers. Younger viewers are also more likely to believe it is OK to password share even with people who are not family members.

The full "State of Media, Entertainment, and Tech: Disruptions 2023" report tracks the evolving market for new and potentially disruptive technologies that could be game-changers, including over-the-air (OTA) antennas, wireless 5G home internet services, and piracy and password sharing. The survey was conducted in September 2023 among 1531 adults 18+ who have a role in decisions regarding TV and internet services in the home. Data have been weighted to ensure results are representative of the overall U.S. population. The report is available in total market, FOCUS Latinx, FOCUS Black, and FOCUS Asian editions.

More information is available here.  

As the advertising market for podcasts continues to grow and a growing number of TV and media companies are adding podcasts to their offerings, a new study from Horowitz Research finds that Black American consumers are heavy users of the medium and that it is an effective way for advertisers to reach them. 

Horowitz’s data has long shown that Black Americans have consistently been among the most engaged with entertainment and technology, using subscription streaming services and streaming music more frequently than their white, non-Latinx counterparts. 

The new FOCUS Black: State of Media, Entertainment, and Tech: Consumer Engagement 2023 report by Horowitz Research also find that they over-index in the area of podcasts. Three in 10 Black consumers surveyed say they consume podcasts daily or almost daily compared to 2 in 10 white, non-Latinx white consumers. Six in 10 Black podcast consumers say they have specific podcasts that they follow regularly, and for 4 in 10, the medium has replaced other kinds of content they would have been consuming before.

As more Black consumers rely on podcasts for their daily source of entertainment and information, the medium represents an important opportunity for brands and media to connect with Black audiences in a meaningful way, the researchers found. 

Comedy, sports, culinary-themed content, and podcasts related to popular culture are the most popular mainstream genres among Black Americans who consume podcasts. They are also more likely than their white, non-Latinx counterparts to keep up with podcasts that focus on social justice, racial justice, women’s rights, and LGBTQIA+ content. 

But, compared to all other podcast genres, Black-focused content is the most popular among Black podcast consumers with almost half (45%) tuning in on a regular basis. The findings from the study show that there is room to grow this space, with more than half of Black podcast consumers saying they wish there were more Black-hosted podcasts.

“Podcasting is a rapidly evolving medium with lots of opportunities to connect with targeted audiences in spaces and places other advertising doesn’t reach,” notes Adriana Waterston, executive vice president and insights and strategy lead for Horowitz Research. “Given that podcasts provide a platform for culturally specific voices and perspectives that aren’t always heard in mainstream media, it is no surprise that Black and other diverse audiences are gravitating there. It makes sense for advertisers to go there, too.”

The research also found that podcasts are becoming an increasingly relevant channel for advertisers, with almost 2 in 10 Black consumers saying that podcasts are one of the most effective mediums to reach them. Male and 35-49 year-old Black consumers are even more likely to say that podcast advertising is effective.

The full FOCUS Black: State of Media, Entertainment, and Tech: Consumer Engagement 2023 report explores different segments of Black consumers and their attitudes towards hot-button topics to help media companies, advertisers, advertising/marketing agencies, and PR companies make smart decisions about Black marketing and outreach. The survey was conducted in August 2023 among 555 Black adults 18+. Data have been weighted to ensure results are representative of the overall U.S. Black population. The report is available in total market, FOCUS Latinx, FOCUS Black, and FOCUS Asian editions.

More information is available here. 

A new survey from Horowitz highlights a wide variety of viewing patterns among younger viewers aged 13 to 24, including the fact that Netflix is the most popular streaming service among both the 18-24 and the 13-17 year old cohorts, followed by Disney+, HBO Max, Hulu and Amazon Prime Video. 

Horowitz’s recently released FOCUS Generation Next report tracks the media lifestyles of Gen Z, providing a number of key insights for those seeking to attract younger viewers. It also details a number of notable differences in the media lifestyles of 18-24 year-old Gen Zers compared to their younger counterparts 13-17 years old. .  

For example, Gen Zers overall split their video viewing time rather evenly between professional TV content and non-TV content such as user-generated videos, with the 18-24 group spending 52% of their viewing time among professional TV content and 48% among short form. 

Gen Zers who are 13-17 spend a slightly greater proportion of their viewing time with non-TV content (47%) compared to professional TV content (53%). 

Given that they spend more time with professionally produced TV content, Horowitz researchers reported that older Gen Zers are more likely than their younger counterparts to access that content through all types of platforms — subscription streaming services, free streaming services, virtual cable/satellite services like Sling TV or Hulu with Live TV, and traditional cable/satellite services — than those who are 13-17.  

Some of this may come down to access to both platforms and services, Horowitz found. For both Gen Z age groups, the smartphone is the device to which content is streamed the most on an everyday/almost everyday basis. Younger Gen Zers are less likely than their older counterparts to have TVs, smart displays such as Amazon Echo Shows, and gaming consoles in their own bedrooms; concomitantly, they are less likely than their older counterparts to be watching video content on those devices every day/almost every day.

The survey also found that when it comes to the services used to watch content, the fact that younger (13-17 year-old) Gen Zers are more dependent on their parents services, which leads to lower usage of some services like Hulu, Peacock and Paramount+. Meanwhile, 18-24 year-olds, more able to make independent decisions about the services they want to subscribe to, have access to a wider range of streaming options to enjoy.

“We are often asked how media brands can engage with Gen Zers who seem to be so immersed in short-form content," explained Adriana Waterston, chief revenue officer and insights and strategy lead for Horowitz Research. "I like to remind them that this generation is not the first cohort of young people to be engaged in short-form content: The short-form genre was born in the ‘80s in the form of music videos, which captured the attention of young Gen Xers in much the same way TikTok videos engage Gen Zers. It’s no surprise that younger people, with lower attention spans, tend to be drawn to shorter-form content.”

“Further,” adds Waterston, “engagement with short form does not totally cannibalize long-form viewing. Young people today are still watching professionally produced TV content, just less of it compared even to older audiences within their generational cohort. And these data suggest that part of this is because they have less agency over what they can gain access to. As young people’s lifestyles change, as they enter new life stages, and as they develop different interests and needs, deeper engagement with long-form content across a range of genres will follow.”

The full FOCUS Generation Next 2022 report provides a comprehensive look at Gen Z’s relationships and behaviors around video content (long form, user generated, eSports, etc.), entertainment, relationships with brands, and what brands need to consider when looking to engage these politically aware digital natives. 

More information is available here. 

As cord cutting hits record levels, a new study from Horowitz Research finds that in 2022, almost two in ten (18%) TV content viewers report having a digital antenna and that digital antenna ownership has grown among younger viewers from 14% in 2021 to 23% in 2022. 

Despite the growth in younger viewers, the penetration rates for OTA antenna was similar to 2021 and lower than the penetration during COVID, during which antenna adoption and usage spiked.

Notably, hyper-local content is very important to antenna owners, with 58% saying they are interested in hyper-local news and information from their specific community.  The Horowitz study also found that interest in hyper-local content is on par with interest in national and regional news.

 “There is still a healthy market for the live, linear local and hyper-local broadcast news and information that digital antennas can deliver for free to consumers,” notes Adriana Waterston, chief revenue officer and insights and strategy Lead for Horowitz Research. “But consumer education is critical to drive awareness, continued adoption, and viewership. There are many consumers who would benefit from having a digital antenna but don’t know it’s an option for them. It’s in the best interest of broadcasters to make a concerted effort to change that.”

The data is from Horowitz’s latest State of OTA 2022 report, which tracks the evolving market for over-the-air (OTA) antennas, wireless 5G home internet services, and other disruptive technologies. The study looks at the role digital antennas play in keeping consumers connected to live, linear broadcast content as Americans continue to shed traditional cable or satellite (MVPD) services.

The study found that younger viewers now over-index on digital antenna usage compared to their older (50+ year-old) counterparts (23% and 15%, respectively). 

The study also finds that Latinx viewers over-index on digital antenna ownership compared to all other segments (25%, compared to 18% among white non-Latinx and Black viewers, and 19% among Asian TV content viewers).

The new State of OTA 2022 survey also reports that digital antennas have priority placement in the home, perhaps filling in the space once occupied by cable/satellite set-top boxes in homes that have shed traditional pay TV service. Two in three digital antenna owners (67%) have an antenna on the TV that is used the most in the home, a number that rises to almost 8 in 10 among digital antenna owners who do not have MVPD service (78%).

The study also shows that antenna owners are using them. Self-reported time spent with content delivered through a digital antenna accounts for about 1 in every 4 viewing hours among antenna owners overall, growing to over 4 in 10 hours of viewing time spent among antenna owners without MVPD service (42%). Streaming accounts for a little over half of their viewing time spent, Horowitz said. 

According to the digital antenna owners surveyed, being able to get live access to local broadcast channels is the main reason for getting an antenna, followed by being able to access local news, the researchers reported. 

The study also points to some challenges and opportunities in the digital antenna/OTA space.  The majority (62%) of owners are satisfied with their digital antennas, but reliability and the number of channels available are frustration points for some consumers. 

The researchers also noted that, given the desire to remain connected to live, local and hyper-local content, there is a missed opportunity to better market the technology to non-adopters. Over half (54%) of non-antenna owners say they know only a little about digital antennas. When presented with a description of the technology and its benefits, non-antenna owners say they would be interested in getting a digital antenna. Overall, the study finds that 13% of TV content viewers are either planning to get a digital antenna or would be very likely to adopt an antenna in the near future based on the description provided in the survey.

The full State of OTA 2022 report provides analysis of TV content viewers 18+ who have at least one TV set in the home and are decision makers.  The survey was published in November 2022 in English among 1,600 adults, with an oversample that resulted in 855 antenna owners. Data have been weighted to ensure results are representative of the overall TV universe. The report is available in total market, FOCUS Latinx, FOCUS Black, and FOCUS Asian editions.

NEW ROCHELLE, N.Y.—Horowitz’s new "FOCUS Asian: State of Consumer Engagement 2022" study finds that only 34% of Asian consumers feel that they are seeing more brands going out of their way to market and advertise to their community. They are much less likely than their Black (45%) and Latinx (44%) counterparts to feel this way, the study found.

This represents a missed opportunity for brands, given that the study also finds that when it comes to advertising, more than half (56%) of Asian consumers are drawn to ads centered around Asian people and culture, and about half (47%) say that it would impact their decision to buy from a company if it spent a substantial portion of their advertising dollars supporting Asian media, the researchers reported. 

Among the Asian consumers surveyed, nearly two-thirds (65%) consume at least some of their media – including TV, radio, internet, and social media – in their Asian language.

Yet, Asian consumers are seeing improvements in terms of representation when it comes to TV content, the Horowitz study finds. 

Four in ten (40%) Asian consumers say they are seeing more Asian actors as lead characters, and nearly four in ten (39%) are seeing more nuanced portrayals of Asian characters and communities in the scripted shows they are watching. Younger (18-34 years old) Asian audiences are the most likely to be seeing these improvements in representation.

Original content from streaming services (45%), original content from premium services (43%), and dramas (41%) are perceived as having the best representation of Asian people and communities, while dating reality shows, unscripted TV shows, and lifestyle reality shows are more likely to be perceived as having poor representation.

“In the past few years, there’s been an important shift in focus on behalf of media companies and advertisers to do better when it comes to representation and inclusion in ads and content, which is being noticed,” noted Adriana Waterston, chief revenue officer and insights & strategy lead for Horowitz Research. “However, we are just at the beginning of the conversation about how to do diversity ‘right’. There is still a tremendous opportunity to be inclusive not just of Black and Latinx Americans who comprise the majority of multicultural America, but to reflect a broader multicultural sensibility that is inclusive of other cultural and ethnic communities — such as the very diverse Asian population in the U.S. — that do not get to see themselves portrayed on screen as often as some others do.”

The full FOCUS Asian: State of Consumer Engagement 2022 report provides analysis of adults 18+. The survey was conducted in July 2022 in English among 1,800 adults, with 309 online surveys among Asian adults. Data have been weighted to ensure results are representative of the overall TV universe. 

More information on the report is available here. 

NEW ROCHELLE, N.Y.—A new report from Horowitz Research documents just how radically viewing patterns have shifted in recent years with viewers now reporting that they only spend one in three hours using traditional platforms and that the majority of their viewing time is spent streaming.

Horowitz Research’s latest "State of Viewing and Streaming 2022" report also found that the streaming ecosystem continues to fragment. 

The survey found that streamers use an average of 7.1 services – around 4.3 subscription and 2.8 free services — in a given month to stream full-length TV content. 

With the cost of streaming subscriptions rising, the researchers also reported that the demand for free, ad-supported content is increasing. Usage of both AVOD and FAST services have increased substantially since last year, with YouTube remaining the top free service used for TV content, closely followed by Pluto TV and Tubi.

Overall, Netflix still commands the largest share of viewing with almost a quarter (22%) of streaming reportedly done through the platform. However, Netflix’s share has dropped dramatically from about 39% in 2018 as more services vie for consumers’ eyeballs and engagement.  

With so many new services to keep track of, the study found that consumers are demanding managed and consolidated services to improve the streaming experience. 

Two-thirds of streamers would like universal search capabilities across all their streaming services (66%) so they could manage all their streaming subscriptions in one place (65%).  Six in 10 (58%) would like to see consolidation of the myriad streaming services to mitigate the confusion they are experiencing.

Many consumers are also excited about potential enhancements to streaming platforms that would enable more interactive experiences such as accessing content beyond TV shows or movies (57%), being able to shop for products seen in shows directly through their phone or remote (48%), and being able to virtually socialize with friends/family while viewing content together (41%).

“As the streaming space evolves, platforms that will dominate will offer the best user experience,” explained Adriana Waterston, chief revenue officer and insights and strategy lead for Horowitz Research. “That will help consumers be more efficient at finding great content to watch, that will help them manage skyrocketing costs, and that will deliver  benefits beyond viewing, whether that’s shopping, socializing, or other new ways of interacting with content, brands, and other viewers,” 

The full "State of Viewing and Streaming 2022" report provides analysis of TV content viewers 18+ (watch 1+ hours of TV/day).  The survey was published in May 2022 in English among 2,200 adults. Data have been weighted to ensure results are representative of the overall TV universe. The report is available in total market, FOCUS Latinx, FOCUS Black, and FOCUS Asian editions.

NEW ROCHELLE, N.Y.—Disney+ is the shiny new toy for consumers and has seen a significant response in its first week, but some consumers are going old school, watching TV through over-the-air antennas.

This comes via a report from Horowtiz Research, “OTA: The New TV Growth Story 2019,” which finds that 29% of TV content viewers 18 years and older own an antenna, while one in four (24%) actively use an antenna to get TV content on at least one of their sets. For many, the move to antenna is actually a recent phenomenon, with 44% of antenna users saying they got their first antenna within the past three years.

Horowitz found in its report that many of the stigmas of antenna users (older, not tech-savvy, lower-income) don't completely pan out. Half of antennas users are under 50, with 24% of them being between 18 and 34. The average household income is actually higher than non-antenna users. And even with an antenna, they tend to be heavier TV viewers and are more likely to be streamers than non-antenna users; 87% of antenna users stream compared to 75% of non-antenna users.

One reason that could account for the rise in antenna usage is the cord-cutting trend. Horowitz found 39% of streamers that got an antenna said it was a key because they wanted to cancel their cable/satellite service; 28% said it was a reason, but not the key reason.

Still, 60% of antenna users still have a traditional pay-TV service. MVPD subscribers use antennas to get specific channels not available through their cable/satellite service, like local channels or those in the middle of a carriage dispute. Other reasons are as a backup in case of an outage, to avoid having a cable box and on TVs that may not be wired for cable.

“Free or low-priced TV is more readily available to consumers than ever before,” said Adriana Waterston, Horowitz’s senior vice president of insights and strategy. “The number of OTA channels is increasing. And new technologies like OTA DVRs, OTA integration into connected TV platforms and the rollout of Next Gen TV standards will only serve to increase consumer awareness and accelerate usage of over-the-air content in the viewing diets of American viewers.”

Horowitz Research’s website has the full “OTA: The New TV Growth Story 2019” report.