Live TV Still Leads Streaming Services Among All US Ethnic Groups—Save One - eMarketer

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Live TV Still Leads Streaming Services Among All US Ethnic Groups—Save One

Some streaming services stand out more for certain races

August 11, 2017 | Media

Live TV remains the most popular method of watching TV programming overall in the US. However, new media channels are catching up with—and in one case surpassing—the traditional way of watching TV shows among certain ethnic groups, according to new data from Hispanic-focused market research company ThinkNow Research.

A March 2017 study from the firm found that 68% of all internet users polled watched live TV, while 58% watched TV content on Netflix and 50% used YouTube for TV programming.

Ways in Which US Internet Users Watch TV Content, by Race/Ethnicity, March 2017 (% of respondents in each group)

Asians were the lone ethnic group for which a new media channel had displaced traditional TV as the most popular method of viewing. Nearly six in 10 Asians (59%) watched TV on YouTube, while just 55% said they watched live TV. And only 49% of Asians watched TV programs on Netflix.

Live TV was most popular among blacks, with 73% of respondents watching TV shows that way. Respondents from this group were less enamored with digital channels like Netflix and YouTube.

Netflix, meanwhile, found a willing audience among Hispanics, with 61% of respondents from that cohort watching TV on the subscription video-on-demand (SVOD) service. A higher-than-average number of Hispanics also watched YouTube (56%), while 64% watched live TV.

YouTube held little sway over whites, with just 47% of respondents in that group watching TV on the platform. However, whites hewed close to the overall average when it came to usage of live TV and Netflix to watch TV shows. Whites also watched shows via DVR recordings and DVDs in significantly higher numbers than did members of other groups polled.

Weekly Time Spent with Select Media/Devices Among US Consumers, by Race/Ethnicity, Q1 2017 (hrs:mins)

Amazon Prime was least popular among Hispanics, with just 26% of respondents using it to watch TV. However, one-third of both whites and Asians used the service, while just 28% of blacks did the same.

Separate data from Nielsen, which looked at weekly time spent with select media among US consumers, also found that live TV was most popular among blacks, who reported spending roughly 43 hours per week watching it. In contrast, Asians spent about 14.5 hours doing so.

Meanwhile, Asians spent more time with multimedia devices, like Apple TV and Roku, than blacks and Hispanics.

Monica Melton


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