One of the trends in Hispanic TV consumption observed by Tom Montemagno, Executive Vice President of Programming Acquisition at Charter Communications, is that Hispanic viewers are embracing digital and streaming platforms faster than non-Hispanic consumers when it comes to watching and finding their favorite content. He notes, however, that viewership of Spanish-language programming on traditional TV remains strong.
CREATING MORE FLEXIBLE AND LOWER-COST VIDEO OPTIONS
Montemagno adds that Spectrum’s goal is to provide high-quality connectivity products and services at exceptional value. “We are working with our programming partners to create more flexible and lower-cost video options for our customers – and this includes more options for Hispanic customers,” he points out.
Recently, the company launched a lower-cost, Spanish-language video package for its Internet customers called Spectrum TV Stream Latino, which includes more than 45 Spanish-language channels, including Telemundo and Univision, for just US$25/month plus tax. This is in addition to their Hispanic linear package, Mi Plan Latino.
“We also are working to ensure our video customers can access programmers’ direct-to-consumer apps as part of their Spectrum service. So far this year, we’ve given Spectrum TV customers access to ad-supported Disney+, ESPN+, and Paramount+ Essential at no extra cost. In July, we made the new ad-supported ViX Premium with Ads available at no additional cost to Spectrum customers who have Univision as part of their TV Select or Mi Plan Latino packages. The addition of ViX enables our customers to watch even more premium Spanish-language content as part of their Spectrum video service and aligns with our strategy to evolve our video paradigm with additional value for customers,” Montemagno added.
CHANGE OF CONSUMPTION HABITS
Marisol Martínez, Group Vice President of Residential Marketing & Creative Strategy at Charter Communications, mentioned that in recent years, Hispanic consumers have been spending more time online watching videos and streaming their favorite shows and entertainment.
According to Nielsen, more Hispanic consumers are leaning into connected TV (CTV): Hispanic adults spend over 27% more time with CTV compared to the general population.
According to Nielsen more Hispanic consumers are leaning into CTV
Hispanics are also the highest in mobile device streaming (+31% vs. the general population). “While the way they consume content has changed, consumption of both Spanish and Hispanic English cultural content is stronger than ever. The average Hispanic household is also multi-generational, so we need to have a variety of video services that will appeal to the diverse needs of family members,” Martínez pointed out.
She cited the recent launch of Spectrum TV Stream Latino for their Hispanic Internet customers, and “we continue to offer our robust dual-language Mi Plan Latino package and Latino View add-on tier, both of which can be consumed by streaming or linear TV. Our Spanish-speaking customers are consuming all those options.”
TELEMUNDO & UNIVISION CONTINUE TO DOMINATE
Martínez observes that Univision and Telemundo continue to be the top Spanish-language networks – and both networks are part of the new, lower-cost streaming package for Hispanic viewers, Spectrum TV Stream Latino.
“Additionally, Univision has been a great partner as we have worked to make direct-to-consumer apps available to our video customers at no extra cost. Thanks to our programming partnership with Univision, Spectrum TV Select or Mi Plan Latino customers now have access to Univision’s ViX Premium with Ads included with their video subscription at no additional cost. Another cultural proclivity is Hispanics’ trust and relationships they have with their networks, and the percentage of Hispanics who regularly follow their network/social sites is higher than the general population. Engagement is even higher when there are new series, novelas, community initiatives related to kids or education, or major passion-point events like music and sports,” she mentioned.
ROLE OF SPORTS IN CONSUMPTION TRENDS
Martínez noted that sports are extremely popular, and the company tries to ensure their video offerings for Hispanic consumers reflect their interests.
She cited the case of making ViX’s Premium with Ads available to customers in time for the CONMEBOL Copa América and UEFA Euro 2024 semifinals and title games.
“We also have aligned recent marketing campaigns for consumers with major sporting events, like the 2022 FIFA World Cup, when we partnered with Mexican soccer star Andrés Guardado for a social media foot skills contest,” she recalled.
