Thinknow research-hispanic-binge-tv-viewing-2015

Hispanic Binge TV Viewing

February 2015

Outline

Methodology

Detailed Findings

Appendix

Methodology

Methodology

Method Online survey via ThinkNow Research’s Omnibus Study

Sample SizeHispanics: n=615

Non-Hispanics: n=405

Screening Criteria• Hispanics: self identify as Hispanic origin

• Non-Hispanics: self identify as Non-Hispanic origin

• 18-64 years of age

Quotas/ Weighting

Quotas:

• Age bracket

• Gender balance

• Region

• Primary language spoken at home (Hispanics only)

Some light weighting applied to balance samples to U.S. Census data

with respect to age, gender and region.

Test Area Nationwide

Fieldwork Timing February, 2015

Detailed Findings

Hispanics are significantly more likely than

Non-Hispanics to prefer watching multiple

episodes of their favorite television series

back-to-back.

Among Hispanics, television binge viewing

behavior is more common among those under

35 years old.

1: Thinking of your favorite television series – do you prefer to watch several episodes back-to-back or space them out over time?

Base: All Respondents – Hispanics (n=615), Non-Hispanics (n=405)

indicate statistically significant

difference (95% confidence)

Binge Viewing Behavior

42%

40%

18%

46%

29%

25%

I watch my favorite showwhen it is first aired at its

regularly scheduledbroadcast time.

Prefer to watch 3+ episodesof my favorite show back-to-

back

Prefer to space viewing out,watching no more than 1 or 2

episodes at a time

Hispanics

Non-Hispanics


Base: All Respondents – Hispanics (n=615); 18-34 years (n=340), 35+ years (n=275)


37%

48%

15%

46%

32%

22%

I watch my favorite show when it is firstaired at its regularly scheduled

broadcast time.

Prefer to watch 3+ episodes of myfavorite show back-to-back

Prefer to space viewing out, watchingno more than 1 or 2 episodes at a time

Hispanics 18-34 Hispanics 35+



40%

40%

19%

44%

39%

17%

I watch my favorite showwhen it is first aired at its

regularly scheduledbroadcast time.

Prefer to watch 3+episodes of my favorite

show back-to-back

Prefer to space viewingout, watching no more than1 or 2 episodes at a time Male Female

Spanish

Dominant

(A)

Bilingual

(B)

English

Dominant

(C)

n=231 n=177 n=207

46%C 45% 35%

40% 35% 44%

15% 20% 21%

9



Base: All Respondents – Hispanics (n=615); Male (n=291), Female (n=324)

Letters and indicate statistically

significant difference (95% confidence)

Hispanics consistently show higher binge

viewing behavior than Non-Hispanics. On

average, Hispanics watch 3.43 episodes in a

single viewing while Non-Hispanics watch an

average of 3.02.

When looking at age comparisons among

Hispanics, we found that 18-34 year olds are

more likely to watch a greater number of

episodes compared to those 35+ years of age.

2: Ideally, about how many episodes of your favorite show would you prefer to see in one viewing?

Base: All Respondents – Hispanics (n=615), Non-Hispanics (n=405)

Number of Episodes in One Viewing

1-2 3-4 5-6 7-8 8+

5%1%

9%

36%

49%

6%3%

13%

39%39%

3.43 3.02

Hispanic Non-Hispanic

Average # of Episodes



28%

44%

16%

3%

9%

48%

34%

11%

3%

3%

Hispanics 18-34

Hispanics 35+

2: Ideally, about how many episodes of your favorite show would you prefer to see in one viewing?

Base: All Respondents – Hispanics (n=615); 18-34 years (n=340), 35+ years (n=275)

1-2

3-4

5-6

7-8

8+

3.84 3.08

18-34 35+

Average # of EpisodesBy Age



Number of Episodes in One Viewing

Hispanics, especially those under 35 years of

age, are more likely than Non-Hispanics to

watch an entire season of a favorite show in

one weekend or in one week.

In One Weekend In One Week

3: Have you ever watched an ENTIRE SEASON of one of your shows… in one weekend?

Base: All Respondents – Hispanics (n=615), Non-Hispanics (n=405); 18-34 years (n=340), 35+ years (n=275)

Watching an Entire Season of Shows

Yes60%

No40% Yes

49%No

51%

Hispanics Non-Hispanics

68% 53%

18-34 35+

Hispanics by Age

Yes75%

No25%

Yes66%

No34%


82% 68%

18-34 35+

Hispanics by Age



Among binge viewers, both Hispanics and

Non-Hispanics are more likely to watch their

favorite shows by themselves.

Hispanic binge viewers under the age of 35

are particularly likely to watch their favorite TV

series alone.

4: When you watch three or more episodes of a TV show back-to-back, are you usually watching TV by yourself or with someone else?


Binge Viewing Alone Vs. With Others

70%

45%

64%

47%

By Myself With Someone Else


80%

41%

58%

49%

By Myself With Someone Else

Hispanics 18-34 Hispanics 35+



66%

50%

75%

39%

By Myself

With Someone Else

Male Female

174: When you watch three or more episodes of a TV show back-to-back, are you usually watching TV by yourself or with someone else?

Base: All Respondents – Hispanics (n=257), Male (n=120), Female (n=137)

Binge Viewing Alone Vs. With Others

Spanish

Dominant

(A)

Bilingual

(B)

English

Dominant

(C)

n=95 n=63 n=99

70% 71% 70%

42% 50% 43%



Live broadcasted television is still the most

common way that both Hispanics and Non-

Hispanics watch TV. This is especially true

among the 35+ Hispanics.

Among binge viewers, Netflix is the most

frequently used method of watching 3 or more

episodes of a television show. This trend is

true for both Hispanics and Non-Hispanics,

and notably among Hispanics 18-34 years old.

Hispanics

18-34

Hispanics

35+

36% 54%

31% 17%

11% 18%

7% 4%

9% 1%

2% 2%

2% 1%

- 1%

0% -

2% 2%

5: Of the following different ways to watch television, please select the way you most often watch TV.


Ways of Watching Television

46%

24%

15%

6%

5%

2%

1%

0%

0%

2%

49%

20%

15%

6%

4%

2%

3%

0%

0%

1%

Live/when shows air

Netflix

Recorded via a DVR

Youtube

Hulu

DVD (Rented orPurchased)

Amazon Prime

Apple TV

Google TV

OtherHispanics

Non-Hispanics



6: Please select the way you most often watch your shows when you are viewing three or more episodes at a time.


Ways of Watching Television in Binge Sessions

Hispanics

18-34

Hispanics

35+

50% 31%

11% 24%

8% 23%

12% 8%

9% 1%

3% 2%

2% 2%

- 1%

- 1%

5% 6%

42%

16%

15%

10%

6%

3%

2%

0%

0%

6%

45%

14%

21%

6%

3%

6%

1%

0%

0%

4%

Netflix

Live/when shows air

Recorded via a DVR

Hulu

Youtube


Amazon Prime

Google TV

Apple TV

OtherHispanics

Non-Hispanics



6: Please select the way you most often watch your shows when you are viewing three or more episodes at a time.

Base: All Respondents – Hispanics (n=257), Male (n=120), Female (n=137)

Ways of Watching Television in Binge Sessions

42%

18%

15%

9%

7%

2%

1%

0%

1%

5%

42%

15%

15%

11%

4%

3%

3%

1%

0%

6%

Netflix

Live/when shows air

Recorded via a DVR

Hulu

Youtube


Amazon Prime

Google TV

Apple TV

Other Male Female

Spanish

Dominant

(A)

Bilingual

(B)

English

Dominant

(C)

n=95 n=63 n=99

33% 45% 49%A

26%AB 12% 11%

12% 18% 15%

11% 12% 8%

6% 3% 7%

4% 1% 2%

1% 1% 4%

- 2% -

- - 1%

7% 7% 4%



Appendix

MetricHispanics

n=615

Non-

Hispanics

n=405

MetricHispanics

n=615

Non-

Hispanics

n=405

Gender U.S. Born

Male 51% 49% Born in the U.S. 65% 92%

Female 49% 51% Moved here 35% 8%

Average years living in U.S. 13 17

Age

18 to 34 47% 36% Household Income

35 to 64 54% 65% Less than $30,000 13% 10%

Mean age 37 41 $30,000 to less than $50,000 22% 15%

$50,000 to less than $70,000 11% 19%

Census Region 70,000 to less than $100,000 14% 11%

Northeast 14% 19% $100,000 or more 14% 26%

Midwest 9% 24% Median income ($000) $43 $58

South 37% 37%

West 40% 20% Own/Rent

Own home 54% 67%

Rent home 42% 31%

Sample Profile

Sample Profile

MetricHispanics

n=615

Non-

Hispanics

n=405

MetricHispanics

n=615

Non-

Hispanics

n=405

Marital Status Educational Attainment

Married 51% 49% Less than High School 5% 3%

Single 33% 31% High school graduate 21% 19%

Living with partner 8% 6% Some College, but no degree 22% 26%

Separated/divorced 5% 12% Trade or technical school 4% 3%

Widowed 2% 3% Graduated from 2-year College 9% 10%

Graduated from 4-5 year College 30% 25%

Average household size 3.3 2.9 Post Graduate Degree 7% 14%

Presence of Children Employment Status

No children <18 present 45% 58% Employed or self employed (net) 66% 59%

Any children <18 present 55% 42% Full-time Homemaker 9% 9%

Currently unemployed 10% 12%

Student, not employed 8% 6%

Unable to work/Disabled 4% 4%

Retired 4% 9%

Sample Profile

MetricHispanics

n=615

Language Spoken at Home

Spanish only 12%

Spanish mostly 25%

Spanish and English equally 28%

English mostly 18%

English only 17%

Country of Origin

Mexican/Mexican American 64%

Puerto Rican 13%

South American 11%

Cuban 5%

Central American 6%

Dominican 3%

Acculturation

Less Acculturated 29%

Bicultural 45%

More Acculturated 26%

Quantitative Research

Carlos Yanez

818-843-0220 x110

[email protected]

Qualitative Research

Jairo Moncada

818-843-0220 x111

[email protected]

Panel

Gus Peña

818-843-0220 x107

[email protected]

Contact Info

Corporate

Mario X. Carrasco

Partner

818-843-0220 x101

[email protected]

Roy Eduardo Kokoyachuk

Partner

818-843-0220 x102

[email protected]

mailto:[email protected]





Thinknow research-hispanic-binge-tv-viewing-2015

Marketing

Transcript of Thinknow research-hispanic-binge-tv-viewing-2015