U.S. MULTICULTURAL TRENDS – Multicultural Audiences’ Streaming and App Interests on Mobile and CTV [REPORT]
August 11, 2022
U.S. multicultural audiences are bigger streamers than the general market. Asian Americans, African Americans, and Hispanic Americans are 33 percent, 17 percent, and 17 percent, respectively, more likely to have CTV streaming apps than the general market.
- For example, Hispanic American households have seven connected TV streaming apps, compared to six in general market homes.
- Hispanic homes are 17% more likely to have streaming apps than the general market. At the same time African American homes are 17% more likely to have streaming apps and Asian American homes are 33% more likely to be streaming
- The most popular apps in Asian American homes were Hotstar, Roku, Dailymotion, Sling TV, Vimeo, and Fox Sports. The top streaming apps on mobile were OnDemand Korea, Viki, iQIYI, Dailymotion, HBO Go and Crunchyroll.
Average number of CTV streaming apps per household
- Hispanic Americans – 7
- African Americans – 7
- Asian Americans – 8
- General Market – 6
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