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

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

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

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

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

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

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

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

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

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

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NEW ROCHELLE, N.Y.—A new report from Horowitz Research highlights once again the importance of Latinx audiences for the streaming industry with data showing that they significantly over-index in streaming service subscriptions. More than three quarters (76%) of Latinx TV content viewers subscribe to at least one SVOD service, compared to 67% among consumers overall, the new survey found. 

The newly released FOCUS Latinx Volume 1: Subscriptions report by Horowitz Research also highlighted the importance of quality and of international content in attracting Latinx Viewers for SVOD and MVPD subscriptions and usage of free streaming services.

“There’s no question that Latinx audiences are among the best customers for streaming services, and that Spanish-language and Latinx-themed content is in demand,” notes Adriana Waterston, chief revenue officer and insights and strategy lead for Horowitz Research. “But services that stream exclusively in Spanish need to compete with the existential threat of an ever-increasing number of mainstream services beefing up their Spanish-language and international libraries as well as offering Spanish audio and/or subtitles for most of their content. Consumer marketing to keep Spanish-language services top-of-mind, combined with strategies to drive discovery tune-in, will be critical for them to survive and thrive.”

In addition to the fact that Latinx TV content viewers in the U.S. over-index for having subscription streaming services (SVODs) compared to total market consumers, the report also noted that when considering password-sharing and promotional bundles, over 8 in 10 Latinx have access to at least one SVOD. 

Netflix, Amazon Prime, Disney+, Peacock, and HBO Max top the list of most popular subscription streaming services among Latinx, with over half of Latinx having access to each, Horowitz found. 

One in 5 (20%) Latinx have access (either a subscription or some sort of free way to access) to Vix+, the premium service offered by TelevisaUnivision following its acquisition of Spanish-language streamer Pantaya (the service was just rebranded to Vix, a tiered service which will include both the free and subscription options of the service).  

Usage of free OTT services is also rapidly increasing among Latinx audiences, given the proliferation of new free services now available, the report found.

In 2019, more than one in ten (14%) Latinx consumers said they use free streaming services; this year, three in four (76%) report using them. Increased usage of free streaming services is largely driven by free ad-supported TV (FAST) services, which almost half (48%) of Latinx viewers use. The top used FAST services used by Latinx viewers include YouTube, Tubi, Pluto TV, Roku, and Freevee. Free, Hispanic-targeted streaming services like OnDemandLatino and ViX are also gaining traction.

Indeed, Spanish-language content remains important: seven in ten (72%) Latinx viewers watch Spanish-language TV content at least occasionally, while six in ten (63%) watch international content. 

The Horowitz study also stressed that this content is a driver for subscriptions: Nearly six in ten (58%) say that Spanish-language TV content or content geared towards Hispanic audiences is important for their household to have.

However, the way the streaming ecosystem is evolving could make it challenging for services that stream exclusively Spanish-language content to attract the level of viewership other services enjoy, some of the Horowitz findings suggest. 

Like most consumers, Latinx TV content viewers say they often have a hard time finding something to watch; in fact, they over-index compared to the average consumer for feeling this way. 

This could be driven by the need to search across more services — including Spanish-language and international services as well as mainstream ones — to find the content they are interested in viewing, the researchers noted. 

When Latinx consumers were asked, unaided, which streaming service comes to mind for having the best selection of Hispanic/Latinx-themed content, Netflix tops the list by a wide margin, even as compared to the brands that have traditionally dominated Spanish-language television.

The full FOCUS Latinx Volume 1: Subscriptions 2023 report explores the challenges and opportunities of the pay and free TV environment among U.S. Hispanic/Latinx consumers, including MVPDs, vMVPDs, SVODs, AVOD, FAST, and OTA. 

The study looks at Spanish and English viewing behaviors and the demand for Spanish language, international content, and content targeted to U.S. Latinx/Hispanic viewers. 

The survey was conducted in January-February 2023 among 643 Latinx TV content viewers 18+. Data have been weighted to ensure results are representative of the Latinx 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.—Netflix accounts for the most time spent streaming video content by Latinx millennials, according to a new report from Horowitz Research.

The report, “FOCUS Latino: The Media Landscape 2019,” finds 34% of the time Latinx (a gender-neutral term for a person of Latin American origin) millennials spend streaming content is with Netflix. That compares to 28% of the streaming time spent by non-Hispanic millennials, the researcher said.

Among Latinx millennials, Amazon Prime Video and Hulu both follow Netflix with about 10% each, while the remaining 46% of the time this group spends streaming is done via YouTube, network sites and apps, TV provider sites and apps and others. A total of 38% of Latinx millennials with a TV identified Netflix as their “go-to” source, compared to 29% of all Hispanic TV viewers and 20% of viewers overall, the research organization said.

“Netflix has transformed the media landscape for Latinx millennial audiences by providing access to the innovative, culturally resonant and differentiated content they crave—in English, in Spanish and even bilingual—that many other mainstream media companies have been slow to lean into,” said Adriana Waterston, SVP of Insights and Strategy for Horowitz Research.

Latinx millennials find Netflix original content as well as well-branded content from major studios, mainstream broadcast and cable networks and Spanish-language networks, such as Telemundo, attractive, it said.

The research also examined Latinx millennial attitudes about Netflix content. Fifty-two percent of respondents from this group said they find it very relatable when a TV show or movie features characters who are bilingual or bicultural. Fifty-eight percent reported wishing there were more such content.

A total of 73% agreed Netflix does a good job offering content that appeals to people like themselves—a figure higher than any other streaming service tested, Horowitz Research said.

However, Latinx millennials share a frustration of other millennials with the ability to find new content. Nearly 40% of Latinx millennial streams said they feel that the “amount of content available today is overwhelming” and are finding it “harder and harder to find new shows to watch.”

The research also revealed an Achilles’ heel for Netflix. Forty-five percent of Latinx millennial Netflix users and 52% of non-Hispanic millennials users said they would consider cancelling their subscriptions if major networks like NBC and others pulled their content from the streaming service.

More information is available on the Horowitz Research website.