The Hispanic Millennial Project (HMP) is a massive five-part study co-produced by market researcher ThinkNow and ad agency Sensis found Latinos Millennials are the most valuable segment of TV watchers in the millennial generation!
The Research found some interesting facets of millennial Latinos that make them a uniquely valuable group of TV watchers.
While non-Hispanic white millennials still drive the box office, with an even third having watched a movie in a theater in the past six months, Latino millennials are right behind them, with 30 percent reporting the same. But when it comes to TV, millennial Latinos are by far the main driver of the most valuable kind of activity: watching it live.
Of all the millennial groups (White, Black, Latino, and Asian-American) studied by HMP, Latinos were the most likely to watch live television sometimes, and also as a regular habit.
Photo : Hispanic Millennial Project: Wave 5
The Hispanic Millennials are huge consumers of streaming Internet content.
HMP discovered the top reason why! Latinos are more likely than any other group (at 46%) to watch something online if that’s the only place they can find a show.
Photo : Hispanic Millennial Project Wave 5
A large amount of millennial Latinos are interested in bilingual programming. While 44 percent say they watch TV most often in English, or mostly English, HMP found that 35 percent preferred programming in both Spanish and English equally. And 23 percent said that the availability of Spanish-language programming was why they see themselves committing to pay TV rather than going online streaming only.
Photo : Hispanic Millennial Project Wave 5
Photo : Hispanic Millennial Project Wave 5
The Takeaway Millennial Latinos are obviously an important group for marketers, advertisers, and the entertainment industry to understand. And as the industry tries to influence and entice millennial Latinos, millennial Latinos are going to influence the industry.
