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Study: Over-the-top content more integral among black viewers than whites
 
(June 26, 2015) A new study from Horowitz Research reveals that 45% of Black viewers are more likely to have made over-the-top (OTT) an integral part of their viewing lifestyle. The study, "State of Cable & Digital Media: Multicultural Edition 2015," also found the trend to true among other multicultural viewers, with 46% of Asian viewers, and 51% of Hispanic viewers in the study spending more than 20% of their total TV viewing time watching OTT [39% among White viewers].

OTT refers to content that arrives from a third party via the Internet, such as Sling TV, Amazon Instant Video,  Crackle, HBO, Hulu and Netflix.

"Multicultural consumers have always paved the way for new technology, especially when it comes to television and entertainment," says Adriana Waterston, Horowitz's SVP, Insights & Strategy.

The study reveals OTT capability and viewing differences by race: 81% of Asians have mobile video capability (75% among total) and, among OTT users, Asians are more likely to be mobile/computer-only streamers. Hispanics are more likely to have stream-to-TV capability (76% vs. 70% among total).

Additionally, Hispanic OTT users are more likely to stream to multiple devices: 62% stream to a TV and a mobile device or computer, compared to 57% among total. Three-quarters (73%) of Blacks have stream-to-TV capability. Blacks are also more likely to have a connected gaming console (53% vs. 47% among total).

Waterston adds, "OTT is shifting expectations around the user experience of television. Viewers expect better content, personalized recommendations, and a seemingly endless array of on-demand content on any platform. Video providers need to understand the sophisticated consumption habits of multicultural viewers, who have already made streaming a core part of their viewing lifestyles, to inform future content and distribution strategies."

State of Cable & Digital Media: Multicultural Edition is a syndicated consumer survey covering the media behaviors of multicultural consumers. The study was conducted by Horowitz Research in January and February 2015 among 1,994 heads of household 18+ who are TV content viewers in urban (population 50,000+) markets.

Horowitz Research is a leading provider of consumer market research with an expertise in media and multicultural consumers. In addition to a series of annual syndicated studies geared toward the media, telecommunications, and technology industries, Horowitz offers a full suite of quantitative and qualitative research services. For more information, visit www.horowitzresearch.com.


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