Often seeking programming they can't find on linear TV channels, U.S. Hispanics stream more video content than any other domestic consumer demographic, according to a report released earlier this week by research company PricewaterhouseCoopers.
According to the report, 43 percent of Hispanics stream video on their smartphones and tablets, compared to just 25 percent for the general U.S. population. Hispanics are also twice as likely to download videos as the broader population--37 percent vs. 17 percent.
Of course, it's yet more compelling data for any media company, given that Hispanics represent the fastest growing segment of the U.S. population.
"The Hispanic population are generally larger consumers of entertainment, and that trickles down to mobile," Matt Lieberman, director of PwC's entertainment and media practice, told Re/code's Dawn Chmielewski. "But the variance between the general population and the Hispanic population did surprise us."
PwC's study is based on an online survey of 1,000 people, with respondents evenly split between Hispanics and non-Hispanics. Data was also culled from social media listening.
Among the various explanations for their viewing habits, a number of respondents said that they turned to online programming resources because the shows they are seeking are unavailable through pay-TV providers.
Lieberman noted to Re/code that programmers in the pay-TV sphere and elsewhere have been slow to respond to this demand … but they are indeed responding.
Last year, a group of investors, backed by producer Robert Rodgriguez and former William Morris Endeavor talent agent John Fogelman, launched the El Rey Network, an English-language pay-TV network targeting a youthful Hispanic audience. It's now available on Comcast (NASDAQ: CMCSA), DirecTV (NASDAQ: DTV) and Time Warner Cable (NYSE: TWC).
Meanwhile, Fox is in the process of launching Spanish-language network MundoFox, while ABC is partnering with Univision to create the 24-hour English-language, Latino-targeted news network Fusion.
Univision CEO says Comcast-TWC merger would hurt Hispanic TV viewers
Telemundo taps Discovery veteran Silberwasser as president
Major League Soccer scores $720M in new TV deals with ESPN, Fox, Univision