Mario Carrasco, cofundador de ThinkNow Research
Mario Carrasco, Founder of ThinkNow Research wrote an article on MediaPost titled, Why Are Hispanic Millennials Streaming More Spanish-language Content? Their latest report, which focuses on the media habits of the Total Market, shows a significant increase in the number of Hispanic millennials streaming Spanish language content via OTT. The study was made on Q2 of 2017 and was compared to one from 2015. “In 2015, 41% of Hispanics 35-64 reported streaming Spanish-language content vs. 47% in 2017. While this represents a six-point shift, it is not statistically significant. However, looking at the 18-34 Hispanic millennial cohort, we see a much different picture: Among Hispanic millennials, we do see a statistically significant increase in Spanish-language streaming from 2015 to 2017, from 46% to 65%, a staggering 19-point jump” he explains. Carrasco believes this significant increase might responde to three reasons: More Options: In August of 2015, Netflix released its first Spanish-language original series, Club de Cuervos. Since then, we have seen a surge of original Spanish-language programming available on multiple streaming platforms. Digital Reculturation: Is the process of rediscovering one’s culture of origin/identification online through digital representations of culture. Companies like mitú and Remezcla are bringing Hispanic culture to the forefront of all their content. And Family: While Spanish-language proficiency is waning among U.S. Hispanics, 95% of U.S. Hispanics say it is important that future generations of Hispanics living in the U.S. be able to speak Spanish. “For marketers, the data makes one thing crystal clear: Spanish-language is still relevant. The burden for marketers will be figuring out how to infuse Spanish-language messaging into a population that operates in an English-dominant world” he concludes.
