DALLAS—In the wake of the news that Fox plans to pay $22 billion to acquire Roku, a new survey from Horowitz Research highlights how important streaming platforms have become in the connected TV ecosystem and reaffirms Roku's position as the most commonly used streaming platform among U.S. consumers.

According to "Horowitz Research’s State of Media, Entertainment, and Tech: State of Subscription’s 2026" report, nearly four in ten U.S. streaming platform users choose Roku to stream content, outpacing top competitors Amazon Fire TV and Samsung’s Smart Hub interfaces, each of which are used by almost one in three streamers.

While Roku leads in penetration and usage, the study also shows that consumers rate competing platforms more favorably across key experience measures.

For example, Amazon Fire TV outranks Roku on ease of finding content within the platform as well as lagging time, the ability to cast to screens, and the ad experience. Samsung outperforms on Wi-Fi connectivity and reliability. Both these systems outrank Roku on start-up speed and smart home integration.

While Google TV and Apple TV have less penetration within streaming households, both platforms fare better on key attributes compared to Roku.

“Roku’s acquisition by Fox is a strategic move designed to deliver younger viewers to the aging Fox demographic,” noted Adriana Waterston, executive vice president of insights and strategy for Horowitz Research. “But as the market for smart TV’s continues to evolve, we anticipate that consumers will increasingly choose their smart TV interfaces scrupulously, much like they do with their mobile devices. To continue to dominate the market, Roku will need to look not just as driving penetration but finessing their interface to meet the demands of Gen Z and younger consumers who will expect a robust, highly personalized, and tech-forward user experience.”

The study also found that “Roku’s new Ad Manager, which will enable smaller businesses to leverage hyper-local TV ads, is exciting because it democratizes access to CTV advertising for local and emerging brands,” she added. “However, it runs the risk of over-saturating the Roku viewing experience with repetitive, lower quality ads which could further alienate the younger audience that already has low tolerance for advertising.”

For more information about the "State of Media, Entertainment & Tech: Subscriptions 2026" report, visit: https://www.horowitzresearch.com/syndicated-research/state-of-media-subscriptions/.

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.

Faced with rising costs, the proliferation digital services and the difficulty of managing many different subscriptions, two-thirds (66%) of consumers say they would likely switch to a bundle from one provider for a wide variety of services, including streaming TV services, home security, fitness, smart home, music and other subscription services, according to a new survey from Horowitz Research.

Horowitz’s latest annual report, “State of Media, Entertainment & Tech: Subscriptions 2025,” found that interest in bundling all digital services and apps is highest among families with children in the home (76%), younger consumers (75% of 18-to-34 year-olds and 71% of consumers 35-49) and streamers (71%).

“We are already seeing bundled offers across not just video streaming, but other digital services, as providers look to amplify perceptions of value and help customer retention,” Adriana Waterston, executive vice president and insights & strategy lead for Horowitz, a division of M/A/R/C Research, said. “The real need is not just for bundles, but for aggregation: Unified cross-platform experiences so that consumers can seamlessly enjoy, interact with, and manage any and all of their digital services wherever they are, on whichever device. This means that media and tech companies will need to collaborate not just in terms of pricing/bundling strategies, but in terms of how their operating systems and platforms play nice with each other.”

The ease of managing all digital services in the same place and paid in one bill is one appealing benefit of bundling, the researchers report.

Nearly six in 10 (56%) consumers wish there was one centralized place for them to manage all their subscriptions; more than four in 10 (41%) said that keeping track of their various subscriptions to apps, streaming services, and smart home services is currently a challenge.

“The State of Media, Entertainment & Tech: Subscriptions 2025” study tracks the evolution of the market for entertainment, data, mobile and smart home technologies, services and subscriptions.

In addition to current and tracking data on the market for pay and free TV, streaming, internet, and mobile, including multichannel video programming distributors, virtual MVPDs, subscription VOD, AVOD, FAST, OTA and 5G/FWA, this year’s study features a new focus on smart home adoption, usage and attitudes.

The survey, conducted in January and February, queried 2,200 consumers 18 or older who are decision-makers about subscription services in their home. Data has 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 about the report is available here.

A new Horowitz Research study highlights the growing importance of streaming, with data showing that 61% of weekly TV content viewing this year occurred on streaming platforms, up from 45% in 2024 and 38% in 2020.

In contrast, only 35% of the weekly TV content viewing takes place on traditional MVPDs or via live over-the-air broadcasts. That is down from 44% in 2024, 58% in 2020 and 70% in 2015, when streaming accounted for only 23% of weekly TV content viewing.

The new “State Of Media, Entertainment, And Tech Volume II: Viewing Behaviors, 2025 Edition” also highlights the importance of live viewing and the growing role that streaming is playing in how people watch live content.

The survey found that 85% of viewers watch at least some live content and that streaming dominates those habits. About 40% of those surveyed said they used FAST services to watch live content, more than the 36% who said they used cable or satellite services. A growing number, 33%, said they used SVOD services to watch live content, as services like Netflix and Max expand their sports programming.

YouTube was the fourth most-popular way to view live content (19% of viewers said they used it for live programming), followed by virtual MVPDs like Sling TV (16%) and TV antennas for over-the-air broadcast (11%).

Among the streaming services, however, SVOD still accounted for the largest share of TV content viewing. SVOD held a 59% share of time spent with streaming content, followed by FAST (27%), vMVPDs (5%) and TV everywhere services (1%).

Streaming plays a larger share in the viewing habits of younger viewers, with 18-to-34-year-olds spending 75% of their weekly TV content viewing on streaming platforms, followed by people aged 35-49 (67%) and consumers are 50 or older (48%).

White, non-Latinx viewers also stream less than the general population, with 58% of their weekly TV content viewing time taking place on streaming platforms, while Black consumers spend 61%, Asian viewers 70% and Latinx watchers 65% of their weekly TV content viewing time on streaming platforms.

More information is available here.

A new Horowitz Research survey indicates companies offering TV, pay TV, SVOD and advertising-supported streaming services need to develop comprehensive strategies for attracting Black viewers, who are more likely to use or subscribe to a wide variety of video services than the general population.

The Horowitz survey indicates that Black audiences over-indexe for MVPD subscriptions (46% of black consumers have a subscription versus 44% for the total market); SVOD subscriptions (86% compared to 81% for the total market), virtual MVPDs like YouTube TV; (34% compared to 23% for the total market); and free streaming services (80% compared to 70% for the total market.)

African-American viewers were less likely to have an antenna for free over-the-air reception, with 17% of Black consumers accessing OTA channels compared with 19% for the total market.

The “State of Media, Entertainment, and Tech: Viewing Behaviors 2025” and “FOCUS Black Volume 1: Subscriptions 2025” studies also showed significant changes in how Black audiences access video. During the last five years, the percentage of Black consumers who could access TV channels via an antenna fell from 40% in 2020 to 17% in 2025, and those with a MVPD subscription fell dropped from 82% to 46%.

Meanwhile, the share of African Americans who accessed free OTT streaming services rose from 57% in 2020 to 80% in 2025, as the take-up of SVOD subscriptions rose from 72% in 2020 to 86% in 2025 and the share of viewers with a vMVPD subscription rose from 29% to 34%.

Data also showed that 10 years ago, in 2015, only 5% of Black households relied solely on streaming and 44% relied just on MVPD subscriptions. Today, 47% of viewers in the demo rely solely on streaming and only 5% exclusively on MVPDs.

More information is available here.

A major new survey of consumer video subscriptions offers the TV industry some mixed messages, with data showing ongoing drastic declines in pay TV subscriptions and antenna usage coupled with notable increases in streaming.

The “State of Media, Entertainment, and Tech: Subscriptions 2025” report, from Horowitz Research, found that homes who could access to live TV channels via an antenna declined from 32% in 2020 to 19% in 2025. Even more precipitous declines were recorded for traditional pay TV providers, with the number of homes with MVPD subscriptions falling from 81% in 2020 to 44% in 2025.

Meanwhile, the new Horowitz data showed the share of homes with SVOD subscriptions rose from 70% in 2020 to 81% in 2025, and households with free streaming services jumped from 52% to 70% in the same period.

Virtual multichannel video programming distributors (vMVPDs), like Sling TV and YouTube TV, declined from being in 29% of homes in 2020 to 23% in 2025.

Over the last decade, that has dramatically changed both the mix of video services and the way those services are accessed. In 2015 nearly half of all homes (47%) only had a MVPD subscription and only 7% of all homes were streaming only. In 2025 nearly half of all homes (49%) were streaming only, while only 11% only had a pay TV subscription. About one third (33%) had both MVPD and streaming subscriptions in 2025, down from 40% in 2015. The homes with no video subscriptions stayed virtually flat, rising from 6% in 2015 to 7% in 2025.

In terms of homes with TV antennas, the Horowitz study found that they skewed towards lower income homes and older households. Antenna were used in 26% of homes headed by someone 50 or older compared to 19% for the overall population in 2025. Only 9% of homes with incomes of greater than $100,000 a year had antenna while 26% of those with incomes below $50,000 had antenna. About 28% of all homes without MVPD subscriptions had antennas but only 10% of homes headed by someone 18 to 34 had access to live TV channels via an antenna.

The report also provides detailed information on how much consumers are spending on subscriptions, the most popular streaming services, subscription bunding, broadband subscriptions, opportunities in the area of smart homes and a wide variety of other subjects.

The report is based on a survey of 2,200 consumers 18+ who are decision makers about subscription services in their home. Data have been weighted to ensure results are representative of the overall U.S. population. The survey was conducted in January and February of 2025.

More information is available here.

A detailed new study from Horowitz Research finds Black U.S. audiences have widespread concerns about the news media, with six in 10 (60%) Black adults of voting age saying unbiased journalism is fundamental to democracy and an equally large majority (59%) worrying that there are very few unbiased news sources nowadays.

The findings are part of Horowitz’s latest annual report, “FOCUS Black Volume 3: Social, Cultural, & Political Shifts.”

The survey highlighted several top concerns for African Americans, with 70% identifying racism as a top concern, 60% expressing concern about new laws limiting access to contraception and 58% worried about the impact of climate change.

More than half of Black adults surveyed (54%) were concerned about media shaping perceptions and 73% say news organizations should be accountable for misinformation.

The survey also found that 70% of Black adults believed in hearing diverse voices for opinions and 62% want to see journalists who represent their communities. While 54% believe that TV news does a good job of representing diversity, 20% complain that the news does not give equal positive and negative coverage of their community.

“In these polarized times, some in corporate America, including media organizations, are moving away from initiatives focused on diversity, equity and inclusion,” noted Adriana Waterston, executive vice president, insights and strategy lead for Horowitz Research. “This is the opposite of what diverse audiences—and especially Black audiences—want to see. And given that Black consumers are among the heaviest consumers of news, information, and entertainment content, dropping DEI initiatives at this time could backfire for major media companies that need to grow, not shrink, their audiences in order to survive the continued fragmentation of the media ecosystem.”

More information about the FOCUS Black Volume 3: Social, Cultural, and Political Shifts 2024 report, is available here.

If there were any doubts that streaming TV has finally hit its stride in 2024, NBC was ready to knock them down this month.

Although the network didn’t break out the share of 2024 Olympics viewing split between its three platforms—Peacock streaming, broadcast TV (NBC, Telemundo) and its cable channels (such as USA Network, E! and NBCSports)—the company’s enthusiasm about Peacock’s performance from Paris underscored the growing perceived value of streaming video in the media mix. NBC crowed that the 23.5 billion minutes of Paris Olympics coverage streamed via Peacock during the games, July 19-Aug. 11, was up “40% from all prior Summer and Winter Olympics combined.”

(Read: Peacock Signed-Up 2.8M Subs During Olympics)

NBCUniversal Media Group Chairman Mark Lazarus said the streaming usage “marked a groundbreaking moment for Peacock, which delivered …cutting-edge innovation while shattering all-time Olympics streaming records.”

The Olympics streaming victory lap surfaced amidst a marathon of other developments that illustrate the hurdles and leaps that face the industry. Days after NBC’s declaration of streaming success, a Federal court in New York issued a preliminary injunction to stop Venu Sports, the joint venture streaming service from Disney, Fox and Warner Bros. Discovery, which had planned to launch in time for the NFL season.

‘Wait and See’
These developments emerged just after Nielsen’s latest “The Gauge” report, which calculated that 40.3% of TV viewing is now watched on streaming platforms, followed by cable (27.2.1%) and over-the-air broadcast (25.5%). The streaming share was up from 37.7% a year earlier in Nielsen’s analysis of how Americans watch TV across platforms.

Collectively, this summer’s avalanche of streaming exuberance (and stumbles) mirrors the ways that the buzzy business of video streaming is taking off in countless directions. At the same time, dozens of challenges are becoming apparent in this latest competitor to (or collaborator with?) broadcast TV. They encompass technology, economics, legal/regulatory issues and consumer preferences for ad-supported programming vs. paid content.

The emergence of Venu, the proposed $42.99/month bundle of streaming content has been a major source of enthusiasm. Its program package is intended to include ABC, Fox, ESPN, TNT, TBS programs and by extension a slew of major football, baseball, basketball and hockey league games. Analysts are waiting to see how it will fare against alternatives such as the Xfinity StreamSaver bundle that Comcast is assembling by bringing Peacock, Netflix and Apple TV+ into one $15 per month package.

Rick Ducey, managing director of BIA Advisory Services, who analyzes the migration of media platforms, characterizes the current situation as “a very complicated environment for everyone to navigate.” He cites “nearly 2,000 streaming services available to consumers configured, bundled and sold across various platforms, publishers, and content aggregators.”

Ducey observed that industry providers and consumers are evaluating the very different business models that are available.

Other analysts offer similar perceptions of the cloudy near-term outlook. “This environment makes it challenging for consumers to keep track of what they are spending, which causes a great deal of frustration,” says Adriana Waterston, executive vice president and insights and strategy lead at the Horowitz Research Division of M/A/R/C Research. “This is why churn has been such a big issue.” She points to data showing that “consumers navigate these costs by timing which services they pay for when.”

Waterston sees the decision-making process about streaming tied to viewers’ “increased expectation for content that reflects [their] identities and views on the world,” and said she expects an even “bigger impact” if and when Venu debuts as “sports fans get a sense of the breadth of content this service could offer.”

In her firm’s recent research, 42% of sports fans said they would subscribe [to Venu], and among those who were likely to sign up, 38% said they would likely make a change to the other services they get because of it.

NBC, in its post-Olympics victory lap, pointed to streaming video’s ability to give viewers what they want to see. Peacock’s “Gold Zone,” a compendium of whip-around coverage of each day’s Olympic highlights, consistently ranked among Peacock’s top five most-watched Olympics segments and nearly quadrupled its viewership during the two weeks in Paris, according to NBC’s analysis.

One in five Olympics viewers tuned into “Gold Zone” and more than a quarter of Olympics viewers on Peacock watched via “Multiview,” with half of their time spent on featured live events, and half watching the “quad box” view of multiple events.

Churn Concerns
Yet in the deluge of viewer research, an unsettling picture emerges. In Xperi’s latest TiVo Video Trends Report, 20% of consumers said they believed “they have too many services.” The study found that at the end of 2023, the average home used 11.1 services (down slightly from 11.5 a year earlier)—but that the number of free services increased while paid services declined year over year.

Parks Associates also identified a 30% decline in spending on streaming services since 2021. Current spending is about $64 per month compared to $90 monthly three years ago, according to Sarah Lee, a Parks research analyst. “Consumers are spending less, but rather than go without, many are using ad-based alternatives to save on costs,” Lee said. “A service needs to provide unique and ongoing value if it is to charge a premium.”

Separate research by LG Ads indicates that 80% of viewers watch Free Ad-supported Streaming TV (FAST) channels and 63% prefer this format to other on-demand formats.

And that leads to questions about what viewers want to see on streaming channels.

MoffettNathanson media analyst Michael Nathanson, in a mid-summer evaluation, examined a shift away from original content, which had established Netflix in its early years. Now, Nathanson said that Netflix, along with Paramount+ and Warner Bros. Discovery’s (WBD) Max, are showing streaming gains even “as they released less content.”

“The market has shifted to allow the company to drive an increasingly large share of its viewership with its competitors’ content,” Nathanson said. “This is reflected in acquired titles’ (and especially nonexclusive acquired titles) rapidly increasing share of the list of top streamed titles.” He pointed out that only two of the top 20 most-streamed shows on Netflix in Spring were originals.

Seth Skolnik, chief operating officer of Vivid Labs, draws on his experiences at Paramount, Technicolor and new media start-ups to conclude that the bubble has burst. “We already see a significant decline in new show production, smaller deals, and only with established showrunners and stars,” he said. Buckle your pants, we are all going on a diet.”

BIA’s Ducey is also trying to interpret how streaming customers’ viewing preferences will affect future production and distribution. “Content investment strategy has shifted towards more focused content offerings such as TV shows and films in genres like action, medical or police dramas, international series and films, live sports [and]… science fiction,” he said. “The total investment in content and number of titles produced may have reached a limit for now as streaming businesses rationalize” growth and profitability metrics.

“Cross-platform (linear TV plus streaming) campaign planning, activation, optimization and improved measurement and ROI using relevant Key Performance Indicators will provide a lot of lift to streaming’s role in the local media ecosystem,” he added.

Caution: Lawyers at Work
As the content and marketing landscape takes shape, streaming is already facing increased legal scrutiny. Congressional forces are urging the Justice Department and the Federal Communications Commission to probe the Venu alliance with an emphasis on a potential antitrust violation in pooling sports league contracts of the several networks.

In the current legal challenge to Venu, plaintiff streamer Fubo claims it is being forced to carry dozens of channels in order to get licensing rights to the sports events.

“The FCC hasn’t regulated streaming services to date, other than in very discrete areas such as closed captioning,” explains Ari Meltzer, a communications attorney at the Wiley Rein law firm in Washington. He points out that there are already disputes about whether the FCC has authority over streaming video­—an issue that is being bruited around quietly on Capitol Hill. For now, oversight comes under other legal umbrellas, such as antitrust, contracts, copyright, and unfair and deceptive trade practices, Meltzer adds.

“There are tradeoffs: while streaming services don’t have to comply with the same regulations as broadcast and cable/satellite, they also aren’t entitled to certain benefits, such as statutory copyrights,” he added. “Most streaming services seem content trading the need to obtain copyrights for less regulation.”

Last week’s ruling on Venu from the U.S. District Court, Southern District of New York, has changed the momentum. There is no indication about how long the court’s temporary restraining order will stay in effect. Fubo, a nine-year old streaming service that concentrates on live sports (including NFL, MLB, NBA, NHL, MLS and international football), filed the lawsuit in February, claiming that Venu would control up to 80% of live broadcast sports content.

Venu’s owners said they plan to appeal the Court ruling.

Fubu co-founder/CEO David Gandler welcomed the ruling, saying “We seek equal treatment from these media giants, and a level playing field in our industry.” He cited the network and league that “monopolize the market, stifle competition and cheat consumers from deserved choice.”

Determining the Venu legal status “introduces a bit of a wild card” to the landscape, Ducey added. “If Venu does move forward and survives these threats, it certainly could [prove] how to bring some collaborative innovation to the market by trying to offer a ‘best-in-class’ sports experience to streaming viewers.” But he acknowledged that the high-value sports licensing rights could “challenge the viability” of Venu.

“Something has to give. Consolidation may help share costs but then partners stand to lose some competitive differentiation with their other direct-to-consumer and distribution platform strategies,” Ducey added. “It’s not clear how this nets out at this point.”

Meanwhile, Advertisers are Standing By
Central to many streaming providers’ programming and pricing decisions is the flavor of streaming video that appeals to viewers.

Among the options:

• AVOD (Ad-Supported Video on Demand)
• FAST (Free Ad-Supported Streaming TV)
• SVOD with ad-supported discount tiers
• TVOD (Transactional VOD, i.e., one-time rentals of a movie or show from Prime Video)
• PVOD (Premium VOD, additional fee for access to exclusive content such as major event or early-access viewing)

Add to that acronym jumble the emerging options for commercial operations, such as:

• CSAI (client-side ad insertion): ads aimed direct to customers
• SSAI (server-side ad insertion): ads put into video streams

Advertisers are evaluating the comparative values of CSAI, which enables more individual personalization to viewers vs. SSAI, which are less prone to disruptions or latency issues.

In its latest survey of viewer acceptance of ad-supported streaming, Hub Entertainment Research found that “an increasing number of TV viewers are accepting advertising in streaming video and they are readily able to discern the differences in how various services deliver the ad experience.” Hub said that “two-thirds of TV viewers would prefer watching ads if it saves on subscription costs” and the level of total ad intolerance has dropped from 17% in 2021 to 12% in June 2024.

Along with the ad-structure decisions comes a confrontation with a question that many media veterans fear: “Are we reinventing cable TV?” For example, the SVOD vs. FAST deliberation revives memories of the 1970s and ’80s introductions of ad-supported cable networks along with HBO, Showtime and other extra-fee “paid” channels.

Adriana Waterston of M/A/R/C calls content consolidation (such as Venu) into à la carte packages “the beginning of the new cable TV/multichannel bundle,” adding “I believe that at least from a value standpoint, this is what consumers really need, even if it’s not what they think they want.”

We’ve Seen This Show Before
In his 2024 memoir “Hits, Flops, and Other Illusions,” TV and film producer/director/writer Ed Zwick mused about Hollywood’s shift toward the economics of streaming.

The celebrated creator (“thirtysomething,” “Glory,” “The Last Samurai,”), laments that, “storytelling in this new age of streaming platforms seems deliberately crafted to create a new kind of anxiety designed to induce gorging rather than fulfillment, conversation rather than catharsis, consumption instead of closure.”

“The thoughtful has given way to marketable, and the complex idea replaced by the 15-second TikTok,” Zwick contends as he dissects Hollywood’s current “pressure to hold to …commercial viability” and the preference for “pre-sold IP [intellectual property] [that] can be marketed in a single sentence.”

After expressing his frustrations, Zwick kvetches that the modern Hollywood approach is “to aim low and hit the target.”

NEW ROCHELLE, NY—An increasing number of budget-conscious consumers say they have cut back on subscription-based streaming services in favor of FAST channels, according to a new report from Horowitz Research. 

Tubi, Pluto TV, Freevee, YouTube, and Roku were the top-used FAST networks by consumers surveyed in the study. Free ad-supported streaming TV is now being viewed by 66% of viewers in a typical month—data that was reported in Horowitz Research’s latest annual report, State of Media, Entertainment, and Tech: Viewing Behaviors 2024. 

The new report, which tracks the evolution of the pay and free TV, streaming, internet, and mobile environment, reveals the impact of the emergence of FAST services on the TV ecosystem. On one hand, more than half (53%) of FAST users say they have cut down on their paid streaming services now that they have adopted FAST. On the other hand, 43% of FAST users say they have subscribed to a pay service to continue watching a show they started watching on a FAST channel. 

These data underscore the important opportunity to leverage FAST strategically, with smart windowing and content promotional strategies, the researcher said, adding that its study finds that the lean-back experience of channel surfing was sorely missed by consumers who cut the cord and relied on on-demand streaming options. Over seven in 10 (73%) FAST users agree that TV is more enjoyable now that they can turn on these free services and watch whatever is on. Specifically, among cord-cutters who no longer have a cable or satellite subscription, nearly six in 10 (58%) say free services are like having cable TV again.

“As the FAST space matures, it does feel like a correction of many of the issues that on-demand streaming created for consumers and the industry,” notes Adriana Waterston, EVP and Insights & Strategy Lead for Horowitz Research, a division of M/A/R/C Research. “On the consumer side, FAST is helping to mitigate the challenges of TV viewing in the on-demand space, in which consumers had to work pretty hard to find content to watch every time they sat down in front of the TV—not the most relaxing viewing experience. It is also creating opportunities to generate ad revenue and revenue from syndication, which will help put the business model back into balance.”

The full State of Media, Entertainment & Tech: Viewing Behaviors 2024 study explores viewing behaviors in the complex media landscape. The report examines share of viewing per platform, the devices they’re watching on, the kind of content they’re consuming, and which services they feel do the best job at delivering the content they seek. This year, the study does a deep dive on consumer relationships with FAST services. The survey was conducted in March - April 2024 among 2,008 TV content viewers 18+. Data have been weighted to ensure results are representative of the overall TV universe, Horowitz said.

NEW ROCHELLE, N.Y.—As streamers and content distributors work to attract new subs in an increasingly competitive media landscape, a new study from Horowitz Research highlights the importance of in-language and international content in attracting rapidly growing Asian American audiences. 

The new study, FOCUS Asian Volume I: Subscriptions 2024, reports that Asian Americans say that in-language and international content is an important consideration when making subscription decisions. 

It also found that more than half (54%) of Asian audiences watch at least some Asian-language content at least occasionally, and over 4 in 10 say content from their country of origin or heritage (45%) and/or international content (44%) is valuable for them. 

For nearly 2 in 3 (64%) Asian-language dominant and bilingual Asian TV content viewers, content in an Asian language or geared toward Asian audiences is critical to have when considering which services to subscribe to for entertainment content.

These new data from Horowitz underscore the opportunity for streaming platforms to expand their offerings of original Asian-themed content. Like other consumer groups, Asian households continue to cut the cord to traditional cable/satellite services (MVPDs) while streaming adoption and usage continues to grow. 

In line with the total market, 2 in 3 (67%) Asian households subscribe to at least one SVOD, with an additional 10% who have access without a fully paid subscription (e.g., password sharing or bundling). While Netflix and Amazon Prime Video top the list of most-used subscription streaming services among Asian viewers, Asian-targeted SVOD services like Rakuten VIKI, OnDemandKorea, and ZEE5 that offer in-language content also play a role in viewership for Asian audiences, especially among less acculturated viewers.

Notably, usage of free, ad-supported TV (FAST) services has seen a 50% increase among Asian audiences, from just 23% reported in the 2019 study to 73% today (higher than 67% of the total market). 

Among Asian-language dominant viewers specifically, over 8 in 10 (85%) use FAST channels. The top free streaming services among Asian viewers are YouTube and Tubi; Asian audiences are also more likely to use Samsung TV Plus and XUMO than consumers overall, the study found. 

“Asian audiences have long been avid streamers and, in fact, were early adopters, finding ways to stream in-language and international content many years before streaming became commonplace since it was harder to access this content through traditional means,” notes Adriana Waterston, executive vice president and Insights & Strategy Lead for Horowitz Research, a division of M/A/R/C Research. “FAST is, therefore, a natural fit for Asian viewers, expanding opportunities for advertisers looking to reach these desirable audiences through these ad-supported streaming platforms.”

The importance and value of content for diverse audiences will be a key focus of the upcoming Cultural Insights Forum, Horowitz’s renowned conference which is coming back in fall 2024 after a 6-year hiatus. The Forum, focused on how brands and media companies can drive ROI by reaching and serving America’s diverse, multicultural, and intersectional audiences, will be hosted on November 14, 2024, at Telemundo Center in Miami. Register here: https://culturalinsightsforum.com 

NEW ROCHELLE, N,Y.—A new study from Horowitz Research indicates that streamers and content providers who want to attract African-American audiences need to provide culturally relevant content and that Black audiences are already embracing vMVPDs, FAST channels and Black-targeted streamers.

“Culturally relevant content has always been an important piece of the media pie for Black audiences,” notes Adriana Waterston, executive vice president, Insights & Strategy Lead for Horowitz Research, a division of M/A/R/C Research. “With retention being a challenge in the SVOD and vMVPD spaces and engagement a challenge for FAST/AVOD, offering top-notch Black content can be an important differentiator.”

Horowitz Research’s new annual report, FOCUS Black Volume I: Subscriptions 2024.which tracks the evolution of the pay and free TV, streaming, internet, and mobile environment among Black Americans, finds that content geared toward Black audiences is important for over 6 in 10 (62%) Black households. 

The study also found that as traditional cable/satellite subscriptions decline, penetration of subscription streaming services has remained steady among Black households. About two thirds (67%) of Black TV content viewers subscribe to at least one SVOD, which is about the same as total U.S. viewers. 

While Netflix and Amazon Prime Video top the list of most popular SVODs, Black audiences also use a range of Black-targeted SVOD services: Over 4 in 10 (42%) have access to at least one Black-targeted SVOD, such as BET+, Zeus, Black World Cinema, ALLBLK, etc.

The new Horowitz study also finds that Black audiences are more likely to watch content on free, ad-supported TV (FAST) channels than the general audience.

Three quarters (75%) of Black TV content viewers use FAST services (compared to 67% of total market consumers). That’s more than a five-fold increase from 2019, when only 13% of Black households reported using these services. 

In comparison, the total market usage of FAST services increased 25% during the same time span. 

The researchers also noted that the array of Black-focused content available on FAST channels is an important driver of viewership. Notably, 2 in 3 (66%) Black FAST viewers say that they watch content geared toward Black audiences at least weekly, according to the new FOCUS Black Volume II: Viewing Behaviors 2024 report from Horowitz. In the past month, Black households over-indexed for usage of Tubi, Pluto TV, and XUMO.

Virtual MVPD services like YouTube TV, Sling, and Hulu with Live TV are also gaining traction among Black households. Almost 1 in 3 (32%) Black TV content viewers subscribe to at least one vMVPD service (over-indexing compared to 23% of consumers overall). Notably, almost 2 in 3 vMVPD subscribers report high satisfaction with the channels and content geared toward Black audiences on their vMVPD service.

Horowitz also announced that the importance and value of content for diverse audiences will be a key focus of Horowitz’s upcoming Cultural Insights Forum, which is coming back in Fall of 2024 after a 6-year hiatus. The Forum, focused on how brands and media companies can drive ROI by reaching and serving America’s diverse, multicultural, and intersectional audiences, will be hosted on November 14, 2024, at Telemundo Center in Miami. Sponsorship and speaking opportunities are now open, and registration will open soon. 

NEW ROCHELLE, NY—Venu Sports, the new sports streaming bundle from Disney, Fox and WBD expected to launch later this year, could attract more than 4 in 10 sports viewers (18+) according to a new report from Horowitz Research.

Horowitz says 42% of respondents to its "State of Media, Entertainment & Tech: Viewing Behaviors 2024" survey conducted March-April 2024 among 2,008 content viewers 18+, said they would likely subscribe to Venu Sports when it becomes available. 

The Horowitz study also finds that the new live streaming service may impact subscriptions to other services. For instance, among sports viewers who are likely to subscribe, nearly 4 in 10 (38%) say they would make changes to their subscriptions. Cancelling their virtual MVPD service is the most mentioned change these viewers would make. Sports viewers indicated that they may also consider cancelling some of their other subscription streaming services and MVPD (traditional cable/satellite) service.

Another recent survey noted that 39% are at least “moderately likely” to cancel their pay TV service in favor of Venu Sports. The subscription price has yet to be announced, but the Wall St. Journal speculates that it will come in at approximately $30-$40 per month. 

As part of a sports streaming bundle, Venu Sports will offer live coverage from ESPN and other linear sports networks in a joint venture between Disney, Fox, and Warner Bros. Discovery. Compared to their older counterparts (23%), younger sports viewers (18-34 and 35-49 year-olds, 58% and 57% respectively) are more than twice as likely to subscribe to the new streaming service, according to Horowitz Research’s latest annual report, State of Media, Entertainment & Tech: Viewing Behaviors 2024.

In addition, half of Latine (53%) and Black (50%) sports viewers over-index for likely subscriptions, in comparison to their Asian (40%) and White, non-Hispanic (39%) counterparts.

“Being able to watch live sports has long been an incentive for sports fans to keep their subscriptions to MVPD and vMVPD services,” notes Adriana Waterston, EVP and Insights & Strategy Lead for Horowitz Research, a division of M/A/R/C Research. “This new service will certainly be a game changer – pun intended – that will further disrupt the media ecosystem and make retention even more of a challenge for all players.”

The full State of Media, Entertainment & Tech: Viewing Behaviors 2024 study explores viewing behaviors in the complex media landscape. The report examines share of viewing per platform, the devices they’re watching on, the kind of content they’re consuming, and which services they feel do the best job at delivering the content they seek. 

This year, the study does a deep dive on consumer relationships with FAST services. The survey was conducted in March - April 2024 among 2,008 TV content viewers 18+. 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.

LGBTQIA+ representation in TV content boosts viewership among young (18-34) Americans, according to a new report from Horowitz Research. 

The company’s ‘State of Media, Entertainment, and Tech: FOCUS LGBTQIA+’ report found that one in three (33%) of 18-34 year-olds surveyed are more likely to watch a show with LGBTQIA+ characters and stories in it. In addition, two in three (66%) LGBTQIA+ viewers are more likely to watch a show that is inclusive of LGBTQIA+ characters, along with features/stories that focus on their culture and communities.

“LGBTQIA+ stories and characters are inherently American stories and characters, and for content and advertising to realistically portray the American experience today, it needs to be inclusive of LGBTQIA+ experiences,” said Adriana Waterston, executive vice president, insights and strategy lead for Horowitz Research. “Today’s younger Americans are much more open and fluid when it comes to views on sexualities and gender identities, as we have learned in our recent research with #Seeher and as confirmed by a study by Pew Research. It will be important for media brands and advertisers to get comfortable with LGBTQIA+ inclusion, even if it means ruffling some feathers along the way, if they want to resonate with younger generations of Americans.”

To find LGBTQIA+ themed programming, more than half (52%) of LGBTQIA+ streamers search for collections and hubs that include LGBTQIA+ content, and use these hubs at least occasionally to find LGBTQIA+ content to watch. Netflix and Hulu are apparently seen as having the best selections of LGBTQIA+ content available. Nearly 4 in 10 (38%) younger streamers overall are said to find these same LGBTQIA+ hubs/collections useful as well.

Horowitz Research said that this openness to LGBTQIA+ visibility in entertainment content reflects a larger demand for content that represents general diversity in U.S. society. For instance, nearly half (46%) of American audiences aged 18-34 want to see characters with disabilities and/or bilingual characters in TV programs.

The Horowitz Research report said this openness to LGBTQIA+ inclusive content also extends to advertising. Based on their data, ads featuring diverse people, lifestyles, and cultures have a positive impact on brand perceptions for more than seven in ten (71%) LGBTQIA+ consumers and six in ten younger general audiences. Meanwhile, including LGBTQIA+ people in commercials resonates with seven in ten LGBTQIA+ consumers and almost half (46%) of younger consumers. Both segments are also reported to favor ads that tackle negative stereotypes about people of color and other marginalized groups.

NEW ROCHELLE, NY—New data from Horowitz Research indicates that the crackdown on password sharing and significant price hikes by major streaming companies is convincing many consumers to cancel or churn out of their subscription streaming services. 

It’s new State of Media, Entertainment & Tech: Subscriptions 2024 report found that half of TV content viewers (52%) have canceled or lost access to at least one of their SVOD services within the past year. 

Among those who canceled or lost access within the past 12 months, the main reasons cited include efforts to cut subscription costs, recent price hikes, and perceived lack of value for the cost. Notably, for almost 3 in 10 viewers who canceled, not being able to share or borrow log-ins was a contributing factor.

The crackdowns and rising prices are also having an impact on consumers’ wallets: About one third (35%) of streamers surveyed report that they are paying more this year than they were last year for streaming services, and self-reported average spend on SVODs increased from $49.33 reported in the 2021 study to $60.60 in the 2024 edition of this report, the researchers reported. 

This is boosting interest in ad supported streaming services. Nearly 6 in 10 streamers (59%) expressed receptiveness to ads if it means paying less for their subscriptions. In fact, now that Netflix has been offering a $6.99 tier with ads, almost 1 in 3 streamers in the study who have Netflix say they are on the ad-supported tier of service.

The rising prices and the crackdown on password sharing is also likely to keep churn or cancelation rate high this year, the study found. Almost 1 in 4 (23%) streamers plan to cancel one or more of their SVODs in the coming months, an increase from 19% who intended to churn in 2023. Among those who plan to cancel, Netflix is the service most often mentioned as being on the chopping block.

“The economics of the streaming business demand that these companies crack down on password sharing in order to continue to deliver the great content audiences want,” notes Adriana Waterston, executive vice president of insights and strategy at Horowitz. “That said, given rising costs for streaming, consumers will become more and more judicious about how they are spending their money in the streaming ecosystem. To avoid churn, subscription streaming services will need to focus on smart windowing strategies to keep audiences consistently engaged with their content and be proactive about helping consumers downgrade to lower-priced and/or ad-supported tiers as soon as they see a subscriber’s viewership and engagement dropping.”

The full State of Media, Entertainment & Tech: Consumer Subscriptions 2024 study tracks the evolution of the pay and free TV, streaming, internet, and mobile environment, including MVPDs, vMVPDs, SVODs, AVOD, FAST, OTA, and 5G. This study examines what services consumers pay for and use (and which ones they are sharing), how they are bundling traditional and new services, satisfaction with the services they have, and plans for the future. The survey was conducted in January-February 2024 among 2,202 TV content viewers 18+ who are heads of household. The survey was offered in English and Spanish. The report is available in total market, FOCUS Latinx, FOCUS Black, and FOCUS Asian editions.

More information about the State of Media, Entertainment & Tech: Subscriptions 2024 report, is available here.  

As Black History Month comes to a close, a new study and survey from Horowitz takes a deep dive into the media habits of Black-American Gen Zers and explores the habits brands need to understand for reaching that audience. 

One key data point according to Horowitz Research’s FOCUS Generation Next 2023 report is that three in four (73%) Black Gen Zers watch TV content at least weekly. While a good amount of this TV content viewing happens on a mobile device, Black Gen Zers are more likely to watch on an actual TV set than any other screen. In fact, nearly 7 in 10 Black Gen Zers have a TV set in their bedroom, over-indexing compared to Gen Zers overall. 

Like other Gen Z audiences, streaming is the main medium for accessing that content. Among Gen Z overall, Netflix, Disney+, and Amazon Prime Video are the top streaming services used, and free ad-supported streamed TV services (FAST) are gaining traction. 

The Horowitz study found that compared to Gen Zers overall, Black Gen Zers are more likely to use Tubi, Pluto TV, Starz, and BET+ – all platforms that have a wide selection of content catering to Black viewers. They also over-index for using traditional cable/satellite services, reporting higher weekly usage than Gen Zers overall. Movies, animated shows, dramas, and music-related content are the top genres consumed, and Black Gen Zers over-index compared to other Gen Zers for watching reality TV and talk shows/entertainment/gossip shows.

Almost all Black Gen Zers (86%) consume social media at least weekly. YouTube, by far, is the social media platform Black Gen Zers are most engaged with on a daily basis, followed by TikTok and Instagram. In fact, Black Gen Zers are more likely to be using Tik Tok, X, and Threads on a daily basis compared to Gen Zers overall.

Short-form content is an important part of their social media habits. Like most young people, 82% of Black Gen Zers engage with short-form content at least weekly. The power of professionally produced long-form content is underscored by the fact that, among Black Gen Zers — and Gen Zers overall — short-form videos of TV shows, movies, and other long-form entertainment is the second-most popular type of short-form content, following funny content/memes. While the smartphone is the device most-used for short-form content, nearly 1 in 4 Black Gen Zers enjoy watching non-TV, short-form content on the TV screen.

When it comes to gaming, 77% of Black Gen Zers play games on their phones, computers, or tablets at least weekly, and about half (51%) play on a dedicated gaming device, such as a console or VR headset. And, Black Gen Zers are more engaged than their counterparts with watching video game live streams and other gaming-related content such as on Twitch at least weekly (53%). Relatedly, Black Gen Zers are more likely than Gen Zers overall to be engaged in E-sports.

The full FOCUS Generation Next report provides a comprehensive look at Gen Z’s relationships and behaviors around video content and other information and entertainment, their relationships with brands, and what brands need to consider when looking to engage these politically aware digital natives. The survey was conducted in October 2023 among 812 Gen Zers (13-24 year-olds) in the U.S., with oversamples of Latinx, Black, and Asian. Data have been weighted to Census. 

A new survey calls into question the widely-held perception that younger Gen Z consumers are abandoning longer-form TV content for short-form videos, social media, streaming music and video games. 

Horowitz Research’s latest FOCUS Generation Next study, which tracks the media lifestyles of Gen Z consumers in the U.S., found that while Gen Zers (13-24 year-olds) report spending most of their time with social media, short videos, streaming music, and video games, a large majority are still heavily engaged with professional, full-length TV content.

In fact, the study finds that Gen Z audiences are almost as likely to be viewers of professionally produced TV content as they are non-TV content (e.g., short clips, user-generated content, video game live streams, videos on social media, etc.). Eight in ten Gen Zers report watching short-form videos weekly, while seven in 10 say that they watch TV content every week. The data are similar for both older (18-24 year-old) and younger (13-17 year-old) Gen Zers, the study found. 

“Gen Z are most certainly engaged in long-form content almost as much as they are in short-form. What is interesting to us is thinking about how they might bring their short-form behaviors to the big screen and to their expectations when viewing long-form content and what that might mean from a content development, user experience, and revenue perspective,” noted Adriana Waterston, executive vice president and insights and strategy lead for Horowitz Research. “Moreover, now that the writers’ and actors’ strikes are over, we are excited to see how these younger audiences will take to some of the new content on the horizon, much of which is designed to appeal to them.”

As might be expected among Gen Z, this TV viewing is not just happening on TV screens and that mobile plays a very important role in their viewing habits, the researchers stressed. 

More than half of Gen Zers say they typically watch professionally produced, long-form TV content on their TV sets, while over a third say they typically consume TV content on their smartphones. 

While the smartphone is the device most typically used among 65% of Gen Zers to watch non-TV content, nearly two in 10 Gen Zers report that they typically watch non-TV/short-form content on their TVs, with older Gen Zers more likely to do so than younger Gen Zers, the Horowitz survey found.

This suggests that there are opportunities for media brands, digital publishers, and advertisers to engender small-screen behaviors on the big screen, such as sharing/socializing content and v-commerce, the researchers said. 

To access TV content that appeals to them, Gen Z streamers use an average of 6.1 streaming services, up from 5.0 in 2020. Usage of FAST services among Gen Zers is on the rise, with the Roku Channel, Tubi, and Pluto TV being the most popular FAST services among this demographic.

The most popular TV content genres among Gen Z viewers include movies, animated series/cartoons (not anime), dramas, and music-related content, with older Gen Zers reporting higher viewership across most of these genres than younger Gen Zers.

To learn more about the findings from the new FOCUS Generation Next report, register for the webinar, The “Tea” on Gen Z, on Thursday, January 25, at 12 p.m. ET. Registration is available here.  

A new study from Horowitz Research finds that there is a digital divide not only in the way different generations use media. The study found that there are also differences in the effectiveness of ads between generations and that younger viewers find TV ads less effective than older viewers. 

The State of Media, Entertainment, and Tech: Consumer Engagement 2023 from Horowitz Research found that email (42%), followed by ads on live TV (32%), streamed shows (29%), direct mail (28%), YouTube, and websites in general are considered the most effective advertising tactics among consumers overall but that they are also notable differences by age. 

“The fact that younger consumers find ads in TV shows less effective is a reflection of their media behaviors and how the TV industry has evolved. Young people are heavy users of subscription streaming services that are generally not ad-supported, and have pretty much gravitated away from ad-supported live TV,” notes Adriana Waterston, executive vice president and insights and strategy lead at Horowitz Research. “It makes sense that they see other platforms as more effective since that is where they are seeing the most advertising. However, the past few years have seen an enormous increase in the number of ad-supported streaming services, opening up new opportunities for brands to re-connect with younger audiences through TV content.”

The study found notable differences when it comes to advertising in TV shows, whether live or streamed. Overall, about 1 in 3 consumers feel TV ads remain effective to reach them, but younger consumers, who have become accustomed to using subscription streaming services that are generally ad-free or have reduced ad loads, consider both live and streamed TV ads less effective than their older counterparts.

Only 18% of those aged 18-34 said linear TV ads were effective compared to about 40% of those over 50 and only 21% of 18-34 year-olds said streaming TV ads were effective compared to 32% of those over 50.

The study also found that younger (18-34 and 35-49 year-old) consumers more likely to find text messages, social media posts, influencer sponsorships, ads in podcasts, and ads in music streaming services much more effective than older (50+) consumers do. 

On the other hand, direct mail is still considered effective by 41% of 50+ year-old consumers, compared to 20% of 35-49 year-olds and 13% of 18-34 year-olds who consider that tactic effective to reach them. Similarly, while 1 in 4 (22%) of 50+ consumers feel print is still an effective medium, only 13% of 35-49 year-olds and 7% of 18-34 year-olds feel the same.

More information is available here. 

NEW ROCHELLE, N.Y.—As consumers struggle to find content in an increasingly increasingly fragmented streaming ecosystem, streamers are increasingly turning to curated collections and hubs as a way to find relevant programming, a new study from Horowitz Research has found. 

The Horowitz study found that most streamers say they value having these curated collections/hubs as part of their streaming services. More than eight in ten streamers watch content from a collection or hub at least occasionally, the Horowitz survey reported. 

The new State of Media, Entertainment and Tech: Viewing Behaviors 2023 report from Horowitz Research, a division of M/A/R/C Research, found that multicultural audiences were particularly engaged with these collections and hubs. 

“Until the industry works collaboratively to deliver a truly integrated search and discovery experience that comprises content from all possible streaming sources, consumers will continue to struggle to find what to watch” notes Adriana Waterston, insights and strategy lead for Horowitz Research. “Professional curation, such as these hubs or collections, are playing an increasingly relevant role in easing some of those struggles' consumers are facing. These are particularly useful for diverse audiences, who are relying on hubs or collections to more easily identify culturally resonant content which is still very much in-demand and yet not always easy to find.”

Black streamers are especially engaged, with eight in ten (80%) reporting using Black content collections/hubs at least occasionally (similar by age). 

Among Asian streamers, nearly two-thirds (65%) watch Asian content collections/hubs, higher among less acculturated Asian streamers (77%). 

Similarly, almost six in ten (59%) Latinx streamers report using Latinx content collections/hubs, with nearly eight in ten (78%) less acculturated Latinx reporting doing so.

Among LGBTQIA+ consumers, over half (52%) of streamers report using LGBTQIA+ content collections/hubs.

The study found that consumers were not just turning to culturally relevant collections/hubs. About eight in ten streamers have used collections or hubs for new, just released content; popular/most watched content; and content based on viewing history. Additionally, over half of streamers (53%) have watched holiday content collection/hubs, the researchers said. 

The full State of Media, Entertainment, and Tech Volume II: Viewing Behaviors 2023 report explores the services consumers are using and how they divide up their share of viewing per platform, their sources of show discovery, the kind of content they’re consuming on different platforms, which services they feel do the best job at delivering the content they seek, and how they feel the streaming experience could be improved. The survey was published in April 2023 among 2,200 TV content viewers 18+. 

More information is available here.  

NEW ROCHELLE, N.Y.—Faced with rising costs for streaming services, fragmented content offerings and the difficulty of navigating a sea of different apps, streamers seem to be looking for a modern iteration of an old idea—the pay bundle—to improve the user experience. 

A fascinating new study from Horowitz Research found that six in 10 (61%) streamers would be likely to switch to a bundle of subscription streaming services from one provider if this option were available.

“The recent announcement of Verizon’s +play bundle with Netflix, Paramount+, and Showtime id an example of where this industry has to go to meet the needs of consumers and help stabilize churn” notes Adriana Waterston, chief revenue officer and insights & strategy lead for Horowitz Research. “But this is just the beginning. We know what consumers really want are universal and integrated menus, programming guides, and recommendation/search functionalities, which will mitigate the challenges of content discovery in today’s fragmented media environment. In short, we are seeing renewed demand for a multichannel, managed services solution in the streaming ecosystem.”

Horowitz Research latest State of Media, Entertainment & Tech: Viewing Behaviors 2023 report also found that U.S. streamers use an average 6.4 services in a typical month, which includes an average of 3.8 paid and 2.6 free services. 

Netflix commands the largest share of streaming among TV content viewers (18% of self-reported viewing time, down from 32% of self-reported viewing time reported five years ago in the 2019 report), followed by Amazon Prime Video, YouTube, and YouTube TV. SVOD services overall command about 6 in 10 streamed viewing hours.

While not approximating the share of viewing that SVODs command, the study also underscores the growth in usage of AVOD/FAST channels among streamers. One in four hours of self-reported share of viewing is now spent with one of the many free, ad-supported services.  

When asked which providers they would consider for a streaming bundle, consumers overwhelmingly preferred doing this kind of business with an internet/MVPD provider, with Amazon also a major contender.

The full State of Viewing and Streaming 2023 report explores how viewers are navigating the increasingly complex viewing ecosystem that includes traditional MVPDs, vMVPDs, SVODs, AVOD, FAST, and OTA content. 

The survey was conducted in April 2023 among 2,200 TV content viewers 18+. 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.

More information on the study is available here. 

A new study from Horowitz Research highlights the importance of streaming media for Asian-American audiences and their ongoing interest in Asian-language content. 

“Clearly, there’s been an explosion in interest in Asian content – driven not only by Asian audiences but audiences in general,” notes Adriana Waterston, insights & strategy lead and executive vice president for the Horowitz Research division of M/A/R/C Research. “As media companies continue to lean into the Asian content opportunity, we anticipate that this will lead to even more varied and diverse stories that represent the entirety of Asian experiences, cultures, and communities globally and in the U.S.”

Horowitz Research has long documented the importance of streaming media for Asian-Americans, Latinos and African-Americans with studies that have shown higher usage of digital and streaming media among those groups than the general population. 

In its newest study, Horowitz found that six in 10 (61%) Asian TV content viewers watch Asian-language content at least occasionally, and two in three (65%) Asian-language dominant/bilingual consumers say that Asian-language content is important to them.

The new FOCUS Asian Volume 1: Subscriptions report by Horowitz Research also found that six in 10 Asian viewers watch international content, underscoring an opportunity for media companies to continue to invest in Asian-themed content that is resonant to and inclusive of all Asian cultures, the researchers noted. 

The report also stressed that Asian-Americans have always been on the leading edge of streaming adoption. Tracking data reveals that 61% of Asian TV content viewers were streamers in 2013, compared to 45% of total market and 30% of White, non-Hispanic consumers. Today, 8 in 10 (81%) Asian viewers are streamers, and streaming makes up almost 6 out of every 10 hours of viewing time among Asian viewers.

In the newest data, subscriptions to SVOD services have remained steady among Asian TV content viewers. Nearly 7 in 10 (69%) Asian viewers subscribe to at least one SVOD, in line with consumers overall, while an additional 14% have access via password sharing or bundling of services, the Horowitz Research study found. 

When it comes to deciding whether to subscribe to streaming services, access to original and international content is key among Asian viewers. While Asian audiences subscribe to the top SVODs, including Netflix, Amazon Prime Video, and Disney+, Asian-targeted and Asian-language SVODs like Rakuten VIKI, OnDemandKorea, and ZEE5 are also important.

Usage of free streaming services has tripled among Asian audiences within the past five years. In 2019, only 1 in 4 (23%) Asian TV content viewers said that they use free streaming services; this year, nearly 7 in 10 (68%) report using them. Free, ad-supported streaming TV (FAST) services – like YouTube, Tubi, Pluto TV, and Samsung TV Plus – are key drivers of free streaming usage. In fact, nearly half (45%) of Asian viewers report using FAST. This underscores an opportunity to super-serve the Asian audience with culturally relevant content on these free, ad-supported platforms, the researchers said. 

The Horowitz survey was conducted in January-February 2023 among 500 Asian TV content viewers 18+. Data have been weighted to ensure results are representative of the Asian TV universe. 

For more information about the FOCUS Asian Volume 1: Subscriptions 2023 and FOCUS Asian Volume 2: Viewing Behaviors 2023 reports, visit  here.  

Rising prices for streaming services are having a notable impact on the media landscape, with more users adopting ad-supported streaming services and nearly one third of cord cutters saying they might go back to cable if the price hikes continue, according to a major new survey from Horowitz Research. 

Today, nearly 7 in 10 (69%) TV content viewers in the U.S. use free streaming services at least monthly, a sharp increase from 42% in 2019, according to Horowitz’s latest State of Media, Entertainment & Tech: Subscriptions 2023 study. 

The new report also noted that the free services most used by consumers are Peacock, Tubi, Pluto, and YouTube.

“The data from this year’s study points to some important opportunities for both media companies and consumers,” notes Adriana Waterston, chief revenue officer and insights & strategy lead for Horowitz Research. “The adoption of AVOD/FAST services — and the concomitant increase in streaming ad revenue we can expect to see — will help offset revenue loss on the linear side, which is critical as programming costs continue to skyrocket. On the consumer side, managed services — in which subscribers can see and manage all their streaming content in one place — would be an antidote to the challenges inherent to today’s highly fragmented streaming space, and consumers seem open to consolidating their services together. It’s a matter of which companies will compete to be the managed services solution for the streaming age, between traditional MVPDs and tech companies like Amazon, Samsung, Roku, and Apple.”

The study also found that on the subscription streaming (SVOD) side self-reported total average spending on these services is now $50/month, which in turn is prompting a growing appetite for managed services to help control costs. 

In one notable finding, cord-cutters were surveyed about how much they perceive they are saving now that they cut the cord. In 2019, over half of cord-cutters felt they were saving “a really good amount”; in this current study, that number dropped to 33%. 

Already about 30% of consumers indicate that they pay for at least one of their streaming services in combination with another service they have (e.g., as a bundle with another SVOD, through a service like Amazon Prime, as a perk with a cell phone plan, etc.), Horowitz found. 

Another notable finding is that after years of decline in MVPD subscriptions, penetration of traditional cable/satellite services seems to be remaining steady. Consistent with last year, half (52%) of TV content viewers now subscribe to MVPD services and customer satisfaction with their service overall among those subscribers is high, at 80%. 

Satisfaction numbers have increased slightly over the past few years as less happy customers abandon their MVPDs for streamed options, while MVPD loyalists who derive a lot of value out of the service remain subscribed, the researchers at Horowitz said. 

Notably, one in three cord-cutters (32%) say that if the cost of all their streaming services continues to increase, they might consider going back to cable.

As major streaming services scramble to improve their profits and eye crackdowns on password sharing, a new survey from Horowitz Research suggests that Netflix’s efforts to prevent users from password sharing may not spell doom and gloom for the service. 

Horowitz’s latest State of OTA 2022 report, released late in 2022, found that 7 out of 10 Netflix users who password share would be willing to pay full price for the service if they could no longer share access.

In an earlier 2022 study (State of Viewing & Streaming 2022), Horowitz found that the average streamer uses 7.1 streaming services in a typical month—4.3 of which are subscription services. The average streamer now pays $75.8 a month for their streaming services, up from $49.3 reported in 2021, according to the firm’s State of Pay TV, OTT, and SVOD 2022 study.

With so many subscription streaming services (SVODs) now available and consumers struggling to handle rising subscription costs, the new Horowitz State of OTA 2022 report confirms that SVOD users are increasingly engaging in the practice of sharing passwords with others in order to offset costs. 

The survey found that there is some degree of log-in/cost sharing across all the subscription streaming services tested in the latest survey. 

For example, 18% of TV content viewers share access to Netflix while 42% pay for the service themselves; 15% share access to Amazon Prime Video with 44% paying for the service themselves, Horowitz reported. 

This translates to about 1 in 3 Netflix users and 1 in 4 Amazon Prime Video users sharing access to those services. The numbers are similar among users of other popular services such as Hulu, Disney+, and Paramount+.

Notably, the study shows that the lower the penetration of the service, the more likely it is that users are sharing passwords. For example, 11% of consumers surveyed have Showtime Now, and a full 60% of Showtime Now subscribers share their passwords, as do 51% of Britbox and 47% of Starz users.

How crackdowns on password sharing might impact subscriber counts has been a hotly debated topic in the media industry. 

The new Horowitz study provides some important insights and answers to that question. 

The survey found that the more valuable the service is perceived to be, the less likely it is that consumers will share their passwords. 

For example, 83% of Netflix users and 81% of Amazon Prime Video users think the respective services offer excellent value for the money, compared to 63% of Showtime Now users and 60% of Britbox users who feel that way about those services.

“Netflix and Amazon Prime Video have long proven their value for the money to their subscribers, Netflix because of its extensive library of both syndicated and original content, and APV with its tie-in to other Amazon Prime benefits,” explained Adriana Waterston, chief revenue officer and insights and strategy lead for Horowitz Research. “As such, while Netflix’s crackdown on password sharing will likely lead to subscriber loss, the majority of subscribers will stay with the service. However, Netflix will need to keep its perceived value high in order for consumers to continue to justify the investment. This will certainly be a challenge for Netflix moving forward as their programming costs continue to increase and as they add commercials. Also, other services considering a similar crackdown will need to justify this move by finding ways to add value to their services, making them stickier for consumers.”

The full State of OTA 2022 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 published in November 2022 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.

More information is available here. 

While media companies and advertisers have been stepping up their efforts to reach Hispanic audiences, a new survey from Horowitz Research offers a mixed review of how well they are doing in terms Latinx diversity and inclusion. 

When it comes to advertising, six in 10 Latinx respondents in the survey say it appeals to them when ads use people who are bilingual in them, and 57% want to see ads centered around Latinx people and culture. However, fewer than half (46%) of Latinx consumers are seeing more ads featuring diverse people, lifestyles, and cultures now than a year ago, the Horowitz report found. 

On the content side, four in ten Latinx respondents say they are seeing more Latinx actors as lead characters in scripted TV shows, while over one-third feel they are seeing the same amount or less. 

In fact, Latinx respondents are more likely to feel there are now more Black actors as lead characters in scripted shows than more Latinx actors. Similarly, four in ten Latinx consumers feel they are seeing more positive portrayals of Latinx characters and communities; almost half feel they are seeing the same amount or fewer positive portrayals; and only 44% feel that they are seeing more brands going out of their way to market and advertise to Latinx audiences.

“Brands looking to truly resonate with and grow their business among Latinx consumers have to look beyond Hispanic Heritage Month to create meaningful connections,” notes Adriana Waterston, chief revenue officer and insights & strategy lead for Horowitz Research. “This includes not only improving diversity and inclusion in their advertising and storytelling, but also using their political and economic clout to lobby for policies that have a real impact on Latinx rights, freedom, and economic empowerment—including Latinas’ and all women’s bodily autonomy.”

The data from the Horowitz study also underscores that it’s not just inclusivity on screen or in ads that matter, researchers said. 

The researchers stressed that in the current environment, Latinx – like many consumers – have a heightened awareness of the socio-political stances of the companies they choose to do business with, and look to align themselves with brands that stand for causes they believe in.

For example, almost 7 in 10 Latinx consumers say it is important for them to support women’s rights, and two in three say it is important to be environmentally conscious. 

The study finds that over half of Latinx consumers have taken an action as a result of learning about a specific company’s actions or stances on political, social, and/or environmental issues – either by stopping doing business with the company, signing a petition against the company, or calling out the company in conversations with friends and/or family.

Notably, six in ten (59%) of Latinx consumers say that it would have a positive impact on their likelihood to buy from a company that supports a woman’s right to choose, compared to only 10% for whom this would negatively impact their likelihood. Similarly, 55% of Latinx would be more likely to buy from a company that publicly supports a path to citizenship for undocumented immigrants, while only 11% say it would have a negative impact.

The data comes from the new “FOCUS Latinx: State of Consumer Engagement 2022” report which provides an analysis of adults 18+. 

The survey was conducted in July 2022 in English among 1,800 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. 

More information is available here. 

NEW ROCHELLE, N.Y.—A new report from Horowitz Research highlights the growing importance of Latinx audiences for both streaming and pay TV providers at a time when media companies are expanding the availability of Spanish-language content.

The FOCUS Latinx: State of Pay TV, OTT & SVOD 2022 report from Horowitz found that seven in ten (71%) of Latinx TV content viewers watch Spanish-language programming–up 11% from last year–and that two-thirds watch international content, an increasing amount of which is accessed via SVOD (subscription) and AVOD (free) streaming services. 

The report found that the share of Latinx TV content viewers who rely only on streaming has continued its upward trajectory with 38% of Latinx only subscribing to streaming services and not to an MVPD.

But it also reported that with more Spanish-language and Latinx-themed SVOD and AVOD content and services available, Latinx households continue to be among the most loyal pay TV customers. The penetration of MVPD services among Latinx households now stands at 52%, slightly above the 51% rate for the overall U.S. market. 

The study also shows that Latinx TV content viewers over-index for subscribing to SVODs and using AVODs compared to the total market, highlighting a trend that Horowitz has been documenting for many years. 

This is due, in part, to the fact that these households want access to both Spanish/Latinx-themed and English/mainstream content, the researchers noted. 

“We have always been bullish about the Spanish-language and Latinx-themed content space, but until recently, this was an audience that was underserved and an opportunity that was not being fully realized,” notes Adriana Waterston, chief revenue officer and insights & strategy lead for Horowitz Research. “The fact that Spanish and English mainstream and Latinx-themed content were offered in silos, rather than within the same channel or platform, was a major barrier to its growth and evolution. The introduction of Spanish-language content within ‘mainstream’ platforms, starting with shows like Narcos, La Casa De Papel, and others on Netflix, has made media companies rethink their Latinx strategies. We are excited to see what lies ahead.”

On the SVOD side, Latinx households subscribe to an average of 4.7 streaming services, an increase from 4.0 last year. Concomitantly, spending on streaming services among Latinx also grew dramatically. Latinx SVOD subscribers report spending an average of $70.7 in 2022 on subscriptions to streaming services, compared to just $48.83 in 2021 and $38.54 in 2020, the researchers wrote. 

On the AVOD side, YouTube and Peacock are the most-used free streaming services for Latinx TV content viewers. Notably, Peacock offers content not just from NBC’s family of mainstream networks, but also has a wide array of content from Telemundo, one of the two leading Spanish-language broadcasters in the U.S.

Despite the increase in Spanish-language content now available, almost half (45%) of Latinx TV content viewers find the quality of Spanish content to not be on par with the quality of English content. 

This is likely to change moving forward as media companies continue to invest in quality Latinx-themed and Spanish-language content, the report noted. 

For example, Peacock recently doubled down on its commitment to the Latinx market by announcing Tplus, a bilingual content hub. YouTube TV added Spanish-language plans for its subscribers. Meanwhile, Pantaya, the Spanish-language SVOD service whose popularity grew tremendously with the success of its original series El Juego de Las Llaves, was recently acquired by Spanish-language media powerhouse TelevisaUnivision.

The full FOCUS Latinx: State of Pay TV, OTT & SVOD 2022 report provides analysis of U.S. TV content viewers and antenna users. The survey was conducted in February-March 2022 in English and Spanish among 2,200 TV content viewers. 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.

More information is available at https://www.horowitzresearch.com/.

NEW ROCHELLE, N.Y.—A new report from Horowitz research reports dramatic drops in the pay TV industry as well as burgeoning problems in the streaming business that indicate "the streaming honeymoon  is coming to an unavoidable end."

The “State of Pay TV, OTT & SVOD 2022” from Horowitz reports that traditional pay TV penetration rates continue to drop dramatically, with only half (51%) of TV content viewers in the U.S. subscribing to a traditional cable/satellite service.

This represents another substantial decrease in traditional video subscriptions. The same  survey in 2021 measured cable/satellite  penetration at 63%; in 2020, penetration was at 81%. 

In contrast, while the number of cable/satellite subscribers continues to decline, the share of TV content viewers who rely only on streaming has continued its upwards trajectory. Today, almost four in ten (37%) TV content viewers are paying for an SVOD service, but not for cable or satellite – an increase from 30% in 2021.

However, the “State of Pay TV, OTT & SVOD 2022” report from Horowitz Research also reported some challenges facing the streaming industry, particularly as consumers grapple with hefty increases in streaming sub bills. 

The study finds a slight drop in subscriptions to SVOD services, even as the number of SVOD services has increased over the past few years and as the share of streaming compared to traditional viewing grows. 

In the 2021 study, three in four (74%) TV content viewers said they subscribe to at least one SVOD; in this year’s study, 62% say they subscribe (an additional 10% have access to additional SVODs by sharing/borrowing passwords). This decline is due in part to a drop in Netflix subscriptions.

Meanwhile, the number of TV content viewers leveraging free, ad-supported sources for TV content (antennas as well as free streaming services), has remained unchanged. Two in three (66%) use these services, on par with the number who subscribe to at least one SVOD.

What is on the rise, the study finds, is the monthly cost consumers are paying for streaming services, driven by an increase in the number of services available in the market (such as Discovery+ and Paramount+, both of which launched in early 2021), and price increases from Netflix, Hulu Plus Live TV, Disney+ and others. 

The Horowitz study finds that on average, streaming services subscribers (including those with SVOD and/or vMVPD services like Sling TV or Hulu Plus Live TV) report spending $75.8/month on their services – up $26/month from the reported average spend last year. And, despite the proliferation of services, four in ten (40%) TV content viewers in the 2022 study say they “have a hard time finding something to watch.”

With costs on the rise, perceptions of streaming as a better value than cable/satellite are beginning to erode. While in 2021, 49% of consumers without cable/satellite services felt they are “saving a really good amount of money” by just relying on streaming; this number drops to 39% in the current year’s study.  

The study findings suggest that churn, already an issue for streaming services, will become an even bigger challenge moving forward as consumers become even more cost-conscious. Almost one in five (18%) SVOD subscribers surveyed are planning to cancel at least one of their services, as are almost four in ten (42%) of those subscribing to a vMVPD.

“It seems the streaming honeymoon is coming to an unavoidable end,” notes Adriana Waterston, chief revenue officer and insights & strategy lead for Horowitz Research. “What seemed like a fantasy come true – thousands upon thousands of hours of top-notch content available on-demand for almost no money and few, if any, ads – was never going to be a sustainable business model, given what it costs to produce and acquire great content. The next phase in this maturing industry will be a reset. We expect to see more advertising in free or low-cost, ad-supported tiers, such as the one Netflix is planning to offer, and more consolidation of services and subscriptions like what just happened with Discovery and WarnerMedia. Hopefully, for the consumer, this will translate to some cost savings, more predictable spending, and an even better user experience across the board. It will also translate to new opportunities for brands and advertisers to connect with audiences in new and innovative, interactive ways.”

More information on the report is available here. 

NEW ROCHELLE, N.Y.—A new report from Horowitz Research highlights the importance of longer form TV content in the media habits of Gen Z 13 to 24 year old Americans, a group that has never known a world without the internet and are heavy consumers of social media, music streaming and short-form content. 

The Horowitz Research’s  “State of Gen Z 2021” study found that this group views long-form TV content with as much frequency as short-form video content. It found that eight in ten (78%) 13- to 24-year-olds stream TV content (TV shows, movies, sports, etc.) weekly, while 79% stream short-form content (short clips, user-generated content, video game live streams, videos on social media, etc.).

Even when looking at share of viewing, the Horowitz study found that Gen Z are splitting their viewing time rather evenly between long-form and short-form content, 46% and 54% of their time, respectively. Notably, 13- to 17-year-olds spend a slightly greater percentage of their time with short-form video content compared to 18- to 24-year-olds, who spend their time split evenly between the two formats.

Contrary to popular belief, not all of this viewing is happening on a smartphone, the Horowitz study found. Virtually all (91%) of Gen Z use their smartphone every day/almost every day, and two in three (66%) also use a TV set every day/almost every day. In fact, the study reported that 6 in 10 Gen Zers have a TV set in their own bedrooms.

Gen Zers use an average of 5.5 streaming services to stream TV content, fewer services than among adult streamers, who average 7.5 services used regularly, Horowitz reported. 

While Netflix is the most popular streaming service—with over three-quarters (78%) of Gen Z streamers using it regularly—other SVOD services, including Disney+, Hulu, Amazon Prime Video and HBO Max, are also heavily used, as are free services like YouTube (for TV content) and The Roku Channel. 

The most popular TV genres among Gen Zers include movies, animated series/cartoons, dramas and anime, and live TV content still has a role among Gen Zers, with 55% saying they watch at least some live TV content on a weekly basis, the report found. 

“It’s important for marketers to keep in mind that media consumption among Gen Z is not about absolutes; it’s not true that they ‘never’ watch long-form TV content, that they ‘never’ use a screen other than their phones, or that they ‘never’ watch live TV,” noted Adriana Waterston, chief revenue officer and insights & strategy lead at Horowitz. “Understanding that there are nuances of Gen Z’s media habits gives marketers and media brands the opportunity to increase engagement and create unique experiences for this generation of digital natives across multiple platforms and through a variety of formats. While the platforms and technologies they have are different, we all share the desire to sit back at times and be drawn into compelling, high-quality long-form entertainment.”

More information on the study is available here. 

NEW YORK—A new report from Horowitz Research finds that six in 10 (58%) of consumers say that brands and advertisers are offering consumers “more ads featuring diverse people, lifestyles and cultures” and half of consumers surveyed feel like they are seeing “more companies making a sincere effort towards diversity, equity, and inclusion (DEI) in their business practices because they really want to do better.”

But the survey also found widespread skepticism about those efforts, with four in ten consumers—including 41% of Black, 38% of Asians, and 37% of Latinx/Hispanics saying they are seeing more “companies that are insincere in their efforts towards DEI because they just want to get more business.”

“What this means” noted Adriana Waterston, chief revenue officer and insights and strategy lead at the research firm, “is that companies must step up to the plate if they don’t want to be perceived as performative and pandering.”

The data is from the newly released report “State of Consumer Engagement 2021” from Horowitz.

The report and survey also provides insights into what companies can do to prove their commitment to diverse audiences and communities. 

According to the study, 44% of consumers say it’s important to know companies’ socio-political stances so they can make choices about who to support with their dollars based on how aligned they are with their values. 

In particular, the study reveals that Black (53%), Latinx/Hispanic (51%), and Asian (50%) consumers find it important to know a brand’s socio-political and environmental stances so they can factor that into their respective purchase considerations, more so than their white counterparts (40%).

The Horowitz study also found that over half of consumers have taken action either in support of, or against, brands based on their perceived alignment with their socio-political views. Some of the brands that consumers have supported positively (by spending more money with them or defending others who were critical of the brand) or negatively (by boycotting their products, calling them out in social media, etc.) are Amazon, Walmart, Chick Fil-a, Nike, and Coca-Cola, Horowitz reported. 

To not be perceived as not simply going through the motions, brands must understand the values of their target market and actively demonstrate an alignment to those values, for example, by supporting and investing in local Black, Latinx, and Asian communities, the report noted. 

Seven in ten consumers in the Horowitz survey say that it is important to them to see a brand’s commitment to the communities in which they place their businesses, such as through job creation, small business grants, and other substantial investments. The study also looks at other ways brands can demonstrate their support of diverse people and communities, such as by committing to spend advertising dollars in Black, Hispanic/Latinx, Asian media.

Waterston noted that “so many more companies have entered the multicultural space in the past year, but it’s not as easy as some might think to build trust among communities that have long been overlooked and undervalued. Moreover, between today’s socio-political climate and the transparency the internet and social media provide, it’s challenging for a brand to attempt to say one thing in their advertising but do something completely different when it comes to their political endorsements, their track record on worker’s rights, and their commitment to DEI internally with their hiring practices and so forth.”

Waterston also stressed that while diverse groups are generally aligned in terms of their expectations from brands, these groups are distinct and nuanced, they do not all think alike or have the same set of values. “This is why investments in research among diverse audiences is more important today than ever before,” Waterston adds.

For more information about "State of Consumer Engagement 2021" contact Sally Schachat at sallys@horowitzresearch.com.

 ROCHELLE, N.Y.—Despite the proliferation of subscription streaming services in the streaming market, ad-supported streaming options continue to gain momentum, according to Horowitz Research’s "State of Viewing and Streaming 2021" report. 

The findings call into question the perception that linear TV may have less of a role to play in the streaming world, which was initially dominated by SVOD services like Netflix that offered on demand content with no ads. 

According to Horowitz, almost half (46%) of TV content viewers in the U.S. report used an ad-supported streaming service (AVOD) at least monthly, and a full 28% using a free ad-supported TV (FAST) service with ad supported linear channels in addition to their
on-demand offerings.

In addition, consumers are using a wide range of ad-supported services with linear content. Pluto TV, Tubi, The Roku Channel app, and IMDb TV are the services consumers report using most often.

Ad-supported streaming services do not yet command the share of viewing enjoyed by subscription-based streaming services, a market dominated by original aggregators like Netflix, and a wide range of direct-to-consumer alternatives like Disney+, Peacock, and Discovery+, Horowitz reported. 

However, the growth of these free ad supported TV services signals an important turning point for media companies struggling to adjust their business models to the streaming environment. Despite the explosive growth of streaming, linear (broadcast and cable) ad sales are still considered by most media companies to be their cash cow. This is due to the ongoing struggle to drive the same levels of revenue in the streaming environment, the report explained. 

The Horowitz study also found that streaming is poised to eclipse traditional platforms in terms of share of viewing of long-form TV content. 

Among consumers overall, the pie is split rather evenly: 35% of self-reported time spent is now spent on linear content delivered via a traditional service (cable, satellite, or over-the-air through an antenna), while 37% is spent on streamed content (the rest is spent on cable or satellite-delivered VOD, content that is DVR’d, or DVDs).

Among younger consumers, the picture is very different: a full 50% of time spent among 18-34 year olds is on streamed content, while only 18% of their time is spent with traditional, linear content. 

As a result, the need to monetize TV content in the streaming environment as robustly as it had been monetized in the traditional environment is a matter of survival for media companies big and small in this new ecosystem, Horowitz explained. 

The good news is that consumers are very open to advertising in the streaming space—perhaps even more so than they were in the traditional, linear space, Horowitz found. 

While about half of streamers go out of their way to avoid advertising when watching TV, there is more tolerance when watching content that is available for free (or at low cost). Six in ten (58%) streamers feel that ads are a fair “price” for being able to watch TV content for free (i.e., telling us they do not mind seeing ads if they are paying very little or watching for free). Moreover, almost 4 in 10 consumers are starting to notice- and appreciate—the more customized, personalized advertising experience they are getting through streaming.

“Consumers’ love for entertainment content—and their desire to get as much of that content as they can for as little as they can— hasn’t changed. The fundamentals of the industry haven’t changed,” notes Adriana Waterston, SVP of Insights and Strategy for Horowitz.

“What has changed are the expectations consumers have about how, where, and when they can consume the content they love, and the technology that exists to deliver those experiences. When delivered in the screen-agnostic, watch-anywhere, and highly personalized viewing experience of the streaming environment, we are seeing some consumers not just tolerating, but welcoming advertising, particularly when it is customized to their interests,” she added. 

“State of Viewing & Streaming 2021” provides analysis of U.S. TV content viewers (people who watch 1+ hours TV/day), as well as key demographic and subscription segments. The survey was conducted online in May 2021 among 2,000 TV content viewers. 

NEW ROCHELLE, N.Y.—The legalization of sports betting could open up a number of doors for TV broadcasters, according to a new study from Horowitz Research.

“The State of Sports Betting: New Frontiers, New Technology and New Audiences” takes a broad look at how the legalization of sports betting can be a positive for a wide variety of industries, and lays out a number of examples specific to the TV industry.

First, sports betting boosts audience engagement. When a person makes a bet, Horowitz found that 80% are more likely to watch the sport, but it also leads them to watch news about it (77%). This increases the potential for increased ad revenue as well.

There is also an opportunity for new content for broadcasters and sports networks around sports betting, Horowitz shares, as sports bettors are interested in news and commentary specifically around the analysis and results of betting. Some broadcasters, like NBC Sports, have already created some special programming around sports betting.

MVPDs can incorporate sports betting as an additional revenue stream, as Horowitz says that there is very high interest in sports betting features embedded in cable, satellite or other platforms. This includes 84% of respondents saying they would be at least somewhat interested if they could place a sports bet directly on the TV while watching the game.

“Our data show that the top resources used to inform sports bets are major media sports brands, including ESPN, Fox Sports, NBC Sports and CBS Sports, along with league websites and Twitter,” said Adriana Waterston, Horowitz’s senior vice president of insights and strategy. “This highlights an enormous opportunity for these brands to capitalize on their already-engaged audience and their vast reach.”

For more information, visit www.horowitzresearch.com.

NEW ROCHELLE, N.Y.—A majority of TV viewers believe that the coverage from the media on issues like the ongoing protests over the killing of George Floyd plays a role in perpetuating stereotypes by focusing on the riots, looting and violence that has occurred, according to studies conducted by market research firm Horowitz Research.

Horowitz’s State of Viewing & Streaming 2020 study found that 58% of TV viewers agreed that TV is the best way to get in-depth news and reporting, but an equal percentage of respondents believe that the media plays a very big role in reinforcing stereotypes. The trust in TV news does differentiate between age groups—33% of 18-24 year olds think TV is best source of in-depth news and reporting; that rises to 56% for 25-34 year olds and to 64% for those 35 and older.

“Some networks and media outlets have faced backlash over coverage of the protests, with critics pointing to outlets’ tendency to focus on the negative—the riots, the looting, the violence—rather than empathy with the expression of rage over overt racism and a system that seems to deny that Black lives matter,” said Adriana Waterston, Horowitz’s senior vice president of Insights and Strategy. “For decades, TV news has been one of the primary ways that the American public has stayed informed. Trust, engagement and context, not just viewership, are critical for brands and advertisers. That cultural connection is now the immediate challenge and responsibility for major TV and cable networks to stay relevant.”

The study also found that 68% of viewers say that they feel it is important that the media represent diverse people and communities in the U.S. in ways that challenge and break stereotypes.

Waterston said that young people do not feel that older members of their family who rely heavily on TV news are getting a “well-rounded picture” of the protests, something that young people believe they have through social media platforms.

“Can the major broadcast and cable outlets rise to the challenge of providing truth and perspective and less sensationalism” said Howard Horowitz, president of Horowitz Research.

The State of Viewing and Streaming 2020 study was conducted in March with more than 2,000 TV content viewers.

For more information, visit www.horowitzresearch.com.  

NEW ROCHELLE, N.Y.—With news on how the coronavirus is impacting the lives of Americans updating daily, local news is becoming a key resource in keeping people informed, according to a study from Horowitz Research.

Americans are increasing their consumption of local news across different platforms. Horowitz found that 58% of Americans are consuming more local news than prior to the pandemic, including 38% who say that they were not news viewers. Even younger viewers are spending more time watching the news, with a noted 53% spike in viewers between the ages of 18 and 34.

TV news broadcasts aren’t the only local news sources seeing an increase. Local public radio and local/regional newspapers both are experiencing a 29% bump in consumption. Those numbers are higher among 18-49 year-olds, as Horowitz says that Americans 50 and older were already core audiences.

Internet has also become an important factor during these times. Horowitz found that 23% of home internet subscribers are considering upgrading their service. For lower-income houses, many service providers are providing plans to help them become or stay connected.

Americans' support for their local resources isn’t just limited to the media. Horowitz’s study found that there is support for local leaders and businesses during this time.

For more information, visit www.horowitzresearch.com.  

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.

NEW ROCHELLE, N.Y.—Nearly eight in 10 Asian viewers of TV content stream shows via the internet, far higher than the 65% of viewers overall who stream, according to a new report from Horowitz Research.

The report, “Focus Asian: The Media Landscape 2019,” also reveals that 52% of Asians spend more than half of their viewing time streaming, and 25% stream all of their content.

Of Asian-language viewers, 59% stream Asian-language content compared to 31% who consume such content via traditional over-the-air, cable or satellite TV, the report finds. According to the research firm, the desire of Asian TV viewers to access content that culturally resonates with them and originates in their home countries is driving this streaming activity.

“Even back in the 1990s, when internet meant dial-up and streaming videos was not even in our consideration sets, we found that many tech-forward Asian households had found ways to access and download content from their countries of origin to their computer—a painstakingly slow process that would take all night—so that they could watch their episode the next day,” said Adriana Waterston, SVP of Insights at Horowitz Research.

Several factors have combined to create a “perfect storm,” in the words of the research group, that have led to Asians becoming leading-edge streamers. Those include tech savviness, demand for international content not generally available or expensive to subscribe to in the United States and the challenges pay-TV industry operators face serving culturally and linguistically diverse consumers.

According to Horowitz Research, Asians under-index for pay TV: 71% for traditional MVPD service versus 82% overall. Among those who do subscribe to pay TV, 38% also buy an in-language or international package. The percentage was highest among Indians at 38%, followed by Filipinos at 36% and Chinese at 19%.

The Horowitz report finds that having access to channels aimed at Asian audiences as well as those with international content are important factors for more than 40% of Asians in making TV subscription decisions.

Netflix is one of the main providers of Asian content, says Horowitz. Thirty-nine percent of in-language viewers say they access Asian-language content via the service. Sling TV and DirecTV Now are also targeting Asian audiences with in-language content packages.

The Asian market has been challenging for traditional pay-TV providers because of this audience’s numerous countries of origin, notes Waterston. With so many languages and cultural nuances, scalability has been a problem.

“The efficiency and personalization of streaming solves many of the inherent challenges of serving this audience. Now the question will be which players will rise to the occasion," she said.

More information about the report is available online. 

NEW ROCHELLE, N.Y.—Over-the-air TV broadcasting is experiencing a growth spurt with one-in-three U.S. television viewers using a TV antenna to receive television, new research reveals.

“Horowitz’s State of Pay TV, OTT & SVOD 2019” from Horowitz Research finds antenna owners are younger—40% are age 18-34 vs. 31% of total content viewers. They also skew male—59% vs. 49% of all TV content viewers. Overall, 34% of TV content viewers access TV content with an antenna.

“Pay TV’s advantage has long been its variety of content, superior picture quality and reliability,” says Adriana Waterston, SVP of Insights and Strategy at Horowitz.

“As the broadcast industry works to improve its standards and achieve widespread adoption of ATSC 3.0 –which, according to announcements from NAB, will reach 40 markets by 2020—that advantage gap has the potential to shrink, with adoption of over-the-air viewing increasing,’’ she said.

The research shows that among non-subscribers to traditional MVPDs, 51% report owning an antenna. In traditional MVPD subscriber households, 30% say they own an antenna.

Antenna owners also are more likely to subscribe to one of the three major SVOD services. Seventy-eight percent subscribe to Netflix, Hulu, or Amazon Prime Video vs. 67% of TV content viewers.

Antennas receiving OTA broadcasts appear to be giving consumers who are turning away from traditional MVPDs a means to access live, local content, the data suggests.

When it comes to how viewers split their viewing time among content sources, the research shows antenna owners spend 19% of their time viewing TV via their antenna, 44% streaming, 32% with an MVPD watching live, DVR or VOD content and the rest viewing DVDs.

“Many TV viewers have long felt tied to traditional cable because of their desire to stay connected to live news and sports, along with local and national content from broadcasters,” says Stephanie Wong, Horowitz director of Insights and Strategy.

“With today’s stronger signals and advances in technology, along with improved design aesthetics, antennas are re-emerging as an inexpensive and practical way of accessing TV content.”

Newer technologies are giving viewers a way to DVR over-the-air content, she adds. With products like TiVo’s Bolt OTA, Plex and Amazon’s Fire TV Recast, and using SVOD services, viewers are able to “piece together their ‘cable service’… at what they perceive to be a dramatically reduced cost,” she said.

“Most importantly, TV and streaming technology is improving to a point where being able to access different sources of video is no more difficult—or perhaps even easier—than navigating through a cable set top box menu,” said Wong.

More information is available at www.horowitzresearch.com.