Growing Appetites for Spanish-language Television
Spanish-speaking households represent an important and growing portion of the U.S. population. 17.4% of the U.S. population was Hispanic or Latino as of July 2014, a figure that the U.S. Census Bureau projects to increase to 28.6% by 2060. Although Hispanic culture is integral to certain parts of the country, including Texas, California, and Florida, its influence is increasingly felt nationwide.
In the pay-TV world, Spanish-language services are evolving to better meet the needs of the consumers that demand them. For many years, Spanish-language content was appended to pay-TV offerings. Today, new services are emerging that cater to this segment. For instance, in September 2015, Comcast announced that its X1 set-top box interface would be available in English and Spanish. The voice-based remote for the X1 also supports Spanish-language commands. OTT video service Sling TV offers a Spanish-language version of its skinny bundle base package, targeting Spanish-speaking households.
According to the 2014 American Community Survey by the U.S. Census Bureau, an estimated 58% of Spanish-speaking households claim to speak English “very well” in their home. These bilingual households have an appetite for both English and Spanish content. In many ways they are bicultural as well as bilingual, although Spanish may be the most common language spoken in the home.
Parks Associates recently published a study on TV preferences among bilingual Spanish-English broadband households in the U.S. Read more about our findings in a recent press release about cord-cutting among this group, or see the full table of contents online.
David Mitchel is part of the Consumer Analytics research team. He studies market and consumer trends in a number of areas, including Access & Entertainment, Connected CE, Energy Management, Connected Home Systems, Digital Media, Digital Health, and Mobile Devices.
Prior to working at Parks Associates, David spent 5 years working in a variety of marketing roles, gaining experience in a variety of industries. He earned a BA in Communication from the University of Arizona and an MBA from Thunderbird School of Global Management.