Thursday, August 23, 2012

Multicultural Video Consumption by Mode of Delivery

How is the amount of time spent watching video divided among streaming, DVD’s, and broadcast/satellite/cable among the different cultural groups in the US?  Here we present some of the data collected by Research Now for the Florida State University Multicultural Marketing study of 2012 that answers that question.

We asked our online sample of respondents to tell us “in an average week, approximately how many hours do you spend...?” for multiple activities. The respondents were divided into those born in the US and those born abroad because that could have an impact on the language they select for their video exposure.

Below is the chart detailing the number of weekly hours spent watching streamed videos by different cultural groups. As can be seen streaming is most popular among Hispanics and Asians not born in the US and least among non-Hispanic Whites. Asians not born in the US report more than five hours per week watching these videos, followed by Latinos not born in the US with almost five hours per week. It may be that these groups, because of their bilingualism add more content to their routines.

As seen in the chart below, watching rented DVD’s presents a similar pattern, but the number of hours allocated to this video delivery mode is lower and Hispanics born abroad have the highest tendency to rent DVD’s. In general, Hispanics and Asians are generally more likely to rent DVD’s than anyone else.  Perhaps the heritage of countries of origin and the availability of certain types of content account for these differences.

Watching TV via broadcast, cable, and satellite is still the dominant mode of video consumption as can be seen below.  

It is interesting to note, however, that those more likely to stream and rent are those less likely to watch TV in more traditional ways.  Asians and Hispanics are less likely to watch broadcast than their African American and non-Hispanic White counterparts.

These results imply that changes in video watching routines vary by cultural group and by place of birth, with the obvious implication for language preferences. Video providers like Netflix and Hulu that favor streaming are likely to be more attractive to Hispanics and Asians, particularly those born abroad. Traditional video providers like Comcast, Dish Network, and broadcast may do well in anticipating the transition that is taking place by putting more of their content online, in particular if they wish to survive in a much more competitive environment. In this new environment emerging culturally diverse groups appear to be taking the lead in enjoying newer modes of delivery.  

Cable and satellite companies may not only want to make their content available online but also they may want to reconsider how subscribers buy their content. The greater ability to choose provided by streaming and the fading DVD’s mode is not as available in cable and satellite since these companies require the purchases of large bundles of programming.

All in all, the competitive world of online video delivery seems to be hot and worthy of much attention.

The data for this study was collected by Research Now of Dallas, Texas, thanks to the generous initiative of Ms. Melanie Courtright. Research Now contributed these data to the research efforts of the Center for Hispanic Marketing Communication at Florida State University. The distribution of the sample is as follows:
This national online sample had quotas for US region, age, and gender to increase representativeness.

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