Page 22 - HMC 2021 HISPANIC MARKET GUIDE
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  (down 6% among teens ages 13 to 17 and down 21% among adults compared to 2018).
Netflix Dominates
Yet -7% v. 2018 As Competition Grows
% TV Streaming Service Users (13-49) That Use...
Netflix
Prime HULU
Disney YouTube TV
HBO ESPN+
Netflix Dominates SVOD Share of Yesterday Viewing
Yet -21% with adults v 2018 as competition grows
(42% v 53%)
Teens relatively steady (-6%/49% v 52%)
  100
% of Total SVOD Viewing
2018 2020 +/-%
89% 83% -7%
Disney
Prime Hulu
Netflix
 16%
 13%
 16%
 49%
 14%
 16%
 20%
 42%
80
 53% 61% +15%
60
 41% 60% +46%
 NA 53% NA NA 209% NA
13–17 P25–29
0
HBO & ESPN+
experiencing a
generation gap
(2020 pre HBOMax) (2020) 70
60 50
2018 QTVM3 / 220 QM2-2 2018 BASE : Which of these paid or free TV streaming apps
40
 15% 25% 11% 22%
13–17
25–29
   Starz uniquely strong with NHB users: 20% v 8% non-Blacks
SVOD = 38% OF 13-49 YESTERDAY VIEWING
QM1A:What % of your full-length TV show/movie time (yesterday) was spent with...? BASE: ALL RESPONDENTS: (1,220 25-49 Parents of Kids 8-12 + 1198 13-17s) + QM18 What % of your time with PAID online subscription services yesterday was with...? BASE: WATCH ONLINE PAID TV SVOD SERVICES (1,001 25-49 Parents of Kids 8-12 +99813-17s) + 2018 DIG LIVES STUDY: QTVM8AA What % of your time with SVOD services was with Netflix? (Did not ask about other services in 2018 study) BASE: THOSE THAT WATCHED FULL-LENGTH TV/MOVIES VIA SVOD (1,634 Adults 18-49 + 1,771 13-17s)
% U.S. Households with Streaming Service
  do you utilize? USE ANY PAID/FREE TV STREAMING SERVICES 2018 BASE (2028 A18-49 + 939 13-17s) 2020 BASE (1,168 P25-49 of Kids 8-12 + 1163 13-17s) 30
20 10 0
2019 2020
80
40
 Source: NPOWER + National TV Sample, July 2020
75%
Total U.S.
Hispanics
74%
78%
  70%
22
HMC 2021 HISPANIC MARKETING COUNCIL
  




































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