Changing Channels: How to Navigate the Streaming Revolution in a Diverse America

Multicultural households are the new battleground for movie & television streaming services. As high-quality internet becomes more accessible on more devices, what do platforms and advertisers need to know to optimize their cross-cultural strategies?

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Understanding America’s Cultural Transformation

December 11th | 2PM

IN TODAY’S MEDIA ENVIRONMENT, consumers have an unprecedented amount of freedom to customize their entertainment experience. Consumers are increasingly cutting the cord on cable dependence, opting instead for the opportunities offered through the ever-growing menu of on-demand streaming services. This is especially true for multicultural consumers, who lead the trend in dropping cable and adopting unlimited mobile data plans.

But this expansion in online video streaming isn’t guaranteed to flow towards streaming juggernauts like Netflix, Hulu, and Amazon Prime Video, nor towards new entrants like Disney+ and Facebook Watch.

Why? Because these segments want to view content that represents them, and for Hispanic and Asian consumers with strong international ties, this often means international content. Platforms need to anticipate and preempt challenges from overseas content and streaming services in order to maximize market share with these segments.

And it’s not just content. Multicultural segments have different preferences for finding new content, binging and watching shows “on the go,” consuming video advertisements, and a host of other factors that platforms and brands must understand to win consumers.

To help Collage Group members navigate this new media landscape, in July 2019 we conducted a nationally representative survey of 3,085 respondents, oversampling Black, Asian, and Hispanic consumers across acculturation levels for precision within these segments. With input from Collage Group members, we designed a survey and conjoint analysis testing key hypotheses on how multicultural segments compare to White consumers, and one another, when it comes to enjoying shows and movies. Here are some highlights from the research:

Content is king. Across race and ethnicity, the most prized features of a streaming platform are the quality and availability of content. And for Black viewers, this means prioritizing live/ongoing shows and Black-led titles.

Stream in Spanish. Hispanic viewers want Spanish-language and Hispanic-led content, with Spanish-language ads. Not only libraries of on-demand content, but also live morning news, are in high demand for this segment.