In place of our usual quarterly State of Subscriptions report, we’re ending the year with a look back at some of the top data-driven insights in the video streaming industry from 2024 and will be highlighting these here on the Antenna Insights Blog through December 20.
Antenna has long measured the demographics of streaming subscribers, including ethnicity. According to the U.S. Census Bureau, almost 20% of the United States population are Hispanic. However, when it comes to media consumption, in addition to understanding Hispanic ethnicity, it is also crucial to understand the language spoken at home. Antenna pioneered an innovative new technique to identify consumers who likely speak Spanish in the home by identifying panelists who execute transactions in Spanish. With this technique, we are able to isolate the unique streaming behaviors of this important, growing segment of the market.
Looking across Premium, Specialty and Sports SVOD service categories in the U.S. streaming market, it’s not surprising that ViX Premium, the TelevisaUnivision-owned subscription streaming service with a majority of programming in Spanish, outperforms with Spanish Speakers. Members of Antenna’s Spanish Speaker segment are 4.4x more likely than the general population to subscribe to ViX Premium.
Within Specialty SVOD, anime streaming service Crunchyroll and Zeus Network, which features original programming from social media influencers and celebrities outperform with Spanish Speakers. For Premium SVOD, Disney+, Max, and Starz all slightly outperform.
Several Sports streaming services also perform strongly with Antenna’s Spanish Speakers segment. Spanish Speakers are 3.2x more likely to subscribe to DAZN, which features a strong slate of boxing and other combat sports, than the general population. MLS Season Pass and UFC Fight Pass are also more popular than average with this audience.
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Comparatively, some services underperform Spanish Speakers. Within Premium SVOD, AppleTV+ (0.8x) and Discovery+ (0.9x) see lower share of Spanish Speakers versus the general population. Acorn TV (0.6x), BritBox (0.7x) and Fox Nation (0.7x) within the Specialty SVOD category underperform with Spanish Speakers, as does FanDuel Sports Network (0.6x) and NFL Sunday Ticket (0.8x) within the Sports SVOD category.
For more detailed information on Antenna’s methodology and definitions of core metrics, please visit http://www.antenna.live/methodology.
Brendan Brady is a Content Strategy Associate at Antenna, a measurement and analytics company providing insight into purchase behavior and subscription metrics across the new media landscape.
