Page 21 - HMC 2021 HISPANIC MARKET GUIDE
P. 21

   Rank Top TV Specials Watched in Past 12 Months
Streaming Services
Finding relevant content that speaks authentically to Hispanics has never been easier, even during the pandemic. 78% of Hispanic households have at least one subscription video on demand (SVOD) subscription, compared with 74% of the total U.S. population.
Top Streaming Services Used Monthly
 1 Premio Lo Nuestro
2 Premios Juventud
3 Latin Grammy Awards
4 Latin American Music Awards
5 Billboard Latin Music Awards
6 iHeartRadio Fiesta Latina
7 Miss Universe Pageant
8 Kids' Choice Awards
9 Billboard Music Awards
10 MTV Video Music Awards
11 MTV Movie & TV Awards
12 iHeartRadio Music Awards
13 Grammy Awards
14 Miss USA Pageant
15 American Music Awards
16 Emmy Awards - Daytime
17 Golden Globe Awards
18 Rose Parade
19 The Oscars (Academy Awards)
20 People's Choice Awards
21 Miss America Pageant
22 BET Awards
23 ESPYs
24 CBS Thanksgiving Day Parade
25 Emmy Awards - Primetime
26 Macy's Thanksgiving Day Parade
27 Rudolph the Red-Nosed Reindeer
250
200
150
100
50
0
80
70
60
50
40
30
Self Reported
           Disney+
Hulu/Hulu Live TV Amazon Prime Video
Netflix
          29 Dick Clark's New Year's Rockin' Eve with Ryan Seacrest
30 Tony Awards
31 Screen Actors Guild Awards
20
42%
47%
Total U.S.
Hispanics
50%
 45%
  56%
54%
  76%
81%
 Source: MediaTech Trender Q1 2020
  % U.S. Households with Streaming Service
   70%
75%
78%
  74%
      28 ACM Awards (Academy of Country Music Awards)
 10 0
2019 2020
    32 CMA Awards (Country Music Association Awards)
33 National Dog Show
34 Kennedy Center Honors
35 NAACP Image Awards
© Scarborough 2020 Market/Release: Hispanic DST Multi-Market 2020 Release 1 Total (Jan 2019–May 2020)
Total U.S.
Hispanics Source: NPOWER + National TV Sample, July 2020
Pre-COVID, Netflix was a go-to streaming service for watching TV among 83% of 13 to 49-year-olds, because it was an early adopter of intentional global strategy of great storytelling grounded
in local culture. Even though Prime, HULU and Disney+ are on the rise, Netflix continued to lead with a 49% share of yesterday SVOD viewing among Gen Zers surveyed in the 2020 HMC study and a 42% share among parents ages 25 to 49
     Hispanics over index on music-based entertainment awards but also enjoy pageant shows.
HMC 2021 HISPANIC MARKETING COUNCIL
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