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How and Why Netflix Dominates ‘Latinx’ Millennial Viewing

Of all the sources for television content available today, Netflix commands the greatest share of streamed TV viewing among Latin millennials, defined as Hispanic adults between the ages of 22 and 37.

That’s according to the latest FOCUS Latino: The Media Landscape 2019 report published by Horowitz Research.

“Latinx” millennials spend 34% of their streamed TV time with the service— 3 in every 10 hours, on average— while Amazon Prime Video and Hulu each enjoy about 10% share of viewing.

The remaining 46% of streamed TV viewing is spent using services including YouTube, network sites and apps, TV provider sites and apps, and others.

In contrast, Netflix’s share of streamed TV viewing among non-Hispanic millennials is 28%.

In fact, four in ten Hispanic millennial viewers who have a TV (38%) say that, even when sitting down to watch TV in front of a TV set, Netflix is their first, go-to source, compared to 29% among Hispanic TV viewers overall and just 20% of total viewers.

Netflix Connects with Latinx Identity Through Content Offerings

Netflix’s ability to leverage a wide and deep variety of well-branded, familiar content from major studios, mainstream broadcast and cable networks, and Spanish-language networks like Telemundo —combined with its own selection of critically acclaimed original content — resonates particularly well with Latinx millennials, Horowitz notes.

“This audience has a wide variety of content interests and is linguistically and culturally fluid. They seek quality content that reflects the diversity of their milieu and their lives.”

For example, about half (52%) of Hispanic millennials say they find it very relatable when TV shows and movies feature characters who are bilingual and/or who are bicultural, and 58% wish there were more TV shows and movies that feature bilingual and/or bicultural characters.

At the same time, some 73% of respondents agree that Netflix is doing a good job offering content that appeals to people like them, higher than any other network or streaming service tested, suggesting that Netflix is filling an important void in the content landscape for this audience.

Moreover, 75% of Hispanic millennials watch TV in Spanish at least occasionally.

This, Horowitz says, underscores that resonating with Latinx millennials is both an English and Spanish-language opportunity for networks and advertisers striving to reach the audience.

Netflix seems to have gotten the message: 8 in 10 Latinx millennials who watch in-language content turn to Netflix at least occasionally for its Spanish-language content offerings.

Meanwhile, about 4 in 10 Latinx millennial streamers feel that the “amount of content available today is overwhelming” and are finding it “harder and harder to find new shows to watch,” suggesting there is continued demand for managed entertainment services that offer the aggregated content discovery and browsing experience that cable and satellite providers offer, but in the streamed environment. And, there remains a yearning for the days of “must-see TV.”  Four in 10 Latinx millennial streamers say they are finding it “more difficult now to talk about TV shows with other people” since people are watching on-demand, and some 53% of Latinx millennial streamers have at least one show they try to watch as close to airing as possible to be able to participate in the “buzz” about the show.

Most critically for Netflix, the value of the service is substantially bolstered by the vast library of syndicated, network content the service offers. In the Horowitz study, 45% of Latinx millennial Netflix users- and over half (52%) of non-Hispanic millennial users- concurred that if major networks NBC, Fox, AMC, etc., pulled their content from Netflix, they would consider cancelling their subscription.

As more media companies — like Disney Media Networks — launch their own streaming experiences and withhold their content from Netflix, it remains to be seen whether Netflix can continue to differentiate through its original content to retain Latinx and other millennial audiences, Horowitz notes.

“Netflix has transformed the media landscape for Latinx millennial audiences by providing access to the innovative, culturally resonant, and differentiated content they crave — in English, in Spanish, and even bilingual — that many other mainstream media companies have been slow to lean into,” says Adriana Waterston, SVP of Insights and Strategy for Horowitz Research. “Latinx and other multicultural millennial audiences are undoubtedly the most valuable audiences for media companies today, and they have grown to love what Netflix has been providing them. It will be interesting to see what happens when other major media companies decide to commit to super-serving this audience.”

For many traditional players, this would require taking risks with their programming — like incorporating more bilingual dialogue or focusing on diverse heroes and storylines — that they have typically shied away from,” she says.

The FOCUS Latino Media Landscape 2019 study provides viewers’ self-reported share of viewing for many of the popular services, including YouTube, HBO, virtual MVPDs, and others.

Featured

HMO 2019: ‘BLENDING. BONDING. BULLOCKS?’

By Adam R Jacobson

This is a tale of two Bar Mitzvahs.

Say what? Isn’t this a report about Hispanic marketing and advertising trends and insight?

Indeed, it is.

But, it is also a tale of multicultural America, and how marketers may wish to think about their target consumer and how they allocate their precious media dollars.

To download Hispanic Market Overview 2019, please click here:

http://reports.hispanicad.com/reports/HMO-2019/mobile/index.html

We start in White Plains, New York, the hub of Westchester County, some 45 minutes to the northeast of Midtown Manhattan. In mid-May, a bar mitzvah was held. This involved all of the traditional pomp and circumstance, and the chair-raising of a young 13-year-old boy who, for the first time, has been called to read the Torah during a Saturday morning sabbath service.

At the celebratory party, the Hava Nagila and Hora – traditional Jewish dances for those with Ashkenazi lineage – were sung and danced.

Then, the guests were asked to do the Tarantella, a folk dance that is among the most recognized forms of traditional music from Southern Italy and Sicily.

For this occasion, it made sense: the boy’s mom, after all, was Italian. The boy’s father had roots in Poland and Lithuania, if you went back far enough.

Two weeks later, a bar mitzvah was held at a catering hall adjacent to a hotel in the SanTan Village area of Gilbert, Ariz., one of America’s fastest-growing cities. At a pre-party for out-of-town friends and family held at bowling and family gaming center Main Event, most of the televisions were tuned to TNT’s telecast of the final game of the Eastern Conference Finals. Three were not. They were tuned to Azteca América, the Spanish-language broadcast TV network owned by Philip Falcone’s HC2 Holdings.

There was no volume, only visuals. But they blended in with the TNT programming naturally – even as no Spanish was heard in conversation.

Similarly, no one at that New York bar mitzvah was speaking Italian. The only Hebrew uttered was during the actual sabbath service.

In between these bar mitzvahs was a business trip to New Orleans, a city famed for its beignets, strong alcohol, and heavy Cajun cuisine. On this trip, pho and poke bowls dominated the meal choices, thanks to a surge of Asian immigration to the city, in particular those who are Thai and Vietnamese. In one Lyft ride, “97.9 La Calle” was playing upon entering the vehicle.

The station, which uses an FM translator covering the New Orleans metro, is the local home of the Premiere Networks-syndicated morning show hosted by Miami-based bilingual delivery master Enrique Santos. From 3pm-6pm, local host “Nasty” has built a strong following. La Calle is also the Spanish-language home of the most popular pro team in these parts, the New Orleans Saints.

For the duration of this Lyft ride, conversation was conducted entirely in English. Why? The driver was a second-generation Latino, born in the U.S. but fully connected to her Latino culture.

Our chat meandered to a discussion of New Orleans versus New York, and sharing some of the experiences seen at the 2019-2020 Upfront Presentations staged by NBCUniversal and Univision. Both were vastly different for marketers. The NBCUniversal event, held on a dreary, cold, rainy day in New York’s Radio City Music Hall, was largely impersonal and featured approximately 15-20 minutes on Telemundo. This segment put Luis Fonsi, arguably the Latin music world’s most popular global star at the moment, on stage to see cover versions of songs Gringo Ad Execs would know – before Despacito.

There was also Kate del Castillo, the woman who helms the highly successful 10pm “superseries” La Reina del Sur.

Then NBCUniversal shifted back to its array of English-language offerings for all to consider.

The following morning, Univision went above and beyond with a second of two fully immersive, interactive Upfront shows that – like the final Discovery en Español Upfront held some five years ago — allowed attendees to “feel” all of the programs that will hopefully define Univision for viewers over the next 12 months.

Most of the conversation was conducted in English.

All of these experiences were had during the month of May, a month that saw wedding planning start to come to fruition at home, and at the two bar mitzvahs, hosted by future extended family. The fiancé involved began making references to a largely mediocre film from 2014 featuring Drew Barrymore, Adam Sandler and Terry Crews, “Blended.”

The basic plot is silly: the characters played by Barrymore and Sandler had one bad, horrible, just downright awful blind date and vowed never to see each other again. Flash-forward, and they now have respective families, on safari, that find themselves coming together in unexpectedly romantic ways.

Terry Crews’ character, in one of the few memorable scenes, sings a song while flexing his pecks. The lyrics are:

Look they are blending
Hearts are mending
Sight are mending
Good time spending with love
Kids are friending
Very friending

 

That’s exactly what is happening to multicultural consumers across America. And, importantly, it is not multicultural communities that are blending.

This is particularly important for understanding where the Hispanic consumer, and Hispanic community, sit in 2019. In the 10 years that Hispanic Market Overview has published an annual report, vast changes have been seen with respect to content delivery, marketing choices, “total market” practices, language preferences, and the ad shops delivering creative to this very vibrant, tastemaker constituency that continues to grow – despite all of the noise from the White House and political activism that seeks to discount and trash some of the economic positives seen from a change in command in the presidency and in the U.S. Senate.

This report features interviews with some of the most familiar names in Hispanic marketing – veterans who have seen the ups and downs, and twists and turns of U.S. Hispanic marketing and advertising.

We’ve asked them some tough questions. We’ve discussed things perhaps your team is too timid to bring to the forefront of discussion. We hear from individuals who have become weathered veterans of an industry that is far different from where it was in 2009, or in 2006.

There’s politics, too – and the 2020 presidential election is certainly a part of our conversations with the Hispanic marketing and advertising leaders.

We even sit in on a presentation delivered in early June at the Palm Beach Multicultural Summit by Terry Soto, on The $3.5 Trillion Advantage.

Palm Beach County is home. It’s also the perfect place for understanding how blending is the new American mainstream. As Soto notes, 40% of the county’s population is Hispanic and African American. The 2020 Census will reveal a 50% multicultural population increase.

In one particular community, a 55+ condominium association voted in 2014 to open itself up to all ages of owners. Today, as older generations pass on, younger residents are renovating units and moving in month after month. All are Hispanic or Brazilian, and at least one fan of Turkish pop music is on the second floor. When we chat in the mail room or on the way to the car, we’re speaking English.

What’s old is new again: We’re blending. But, each multicultural group remains strong and a source of pride. Combine, and blend, all of these groups together, and you have a strong nation.

This is the United States of 2019. Will it be the USA of 2029?

Count on it, marketers. It’s why ad-dollar allocation to Hispanic media is essential and integral to a marketing mix that reaches all Americans. It’s a Cultural play (which Culture Marketing Council Executive Director Horacio Gavilan explains in this report).

On a cool Sunday morning before a massive rain storm, a walk along the Mississippi River toward the steamboat Natchez was had. A large monument stood out. It was the “Monument to the Immigrant.”

We are a nation of immigrants. Just look around New Orleans, and Palm Beach County, and even the metropolitan areas of Phoenix and New York.

We’re blending. Now, let’s blend the marketing mix to make it impactful and reflective of the nation we live in today, and for evermore.

HMO

To download Hispanic Market Overview 2019, please click here:

http://reports.hispanicad.com/reports/HMO-2019/mobile/index.html

 

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Loris To Lead Telemundo Election 2020 Efforts After Three Decades At Rival

Noticias Telemundo today announced it has named veteran news executive Patsy Loris as Senior Vice President, Elections 2020 and Special Projects, effective July 29.

Loris will be based in Miami and will report to Luis Fernandez, Executive Vice President of Network News at Telemundo.

Loris joins Noticias Telemundo after three decades at Univision Communications. Most recently, she was Executive Vice President of News and Executive News Director where she had direct oversight of the network’s morning show, daily entertainment and news magazine shows, and all network news programs including its digital, evening, late night, weekend and political affairs properties.

After starting her career at the Telemundo Miami affiliate, WSCV-Channel 51, Loris joined Univision Communications Inc. at the local affiliate in Miami WLTV-Channel 23. She then moved to the network where she built her career from the bottom up from weekend Producer, to Senior Producer, to Executive producer, and most recently to management positions in the news department.

Under Loris’ leadership, Univision News has earned multiple journalism awards and she has been recognized with an Edward R. Murrow Award, four national Emmys, and one regional Emmy.

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Wynette Gallegos Ortiz A Houston Sales ‘Estrella’

LBI Media, a Spanish-language broadcasting company set to emerge from Chapter 11 bankruptcy protection, has appointed Wynette Gallegos Ortiz as director of sales for the Houston market.

In this role, she will be responsible for staff recruitment, training, and development, as well as sales performance and revenue growth for LBI Media’s cluster of television and radio stations. Ortiz is also at the helm of establishing new sales opportunities with potential partners, and championing a positive brand image. Her extended responsibilities include overseeing the daily operations of all departments in the Houston office and assisting out-of-market account executives to increase revenue in Houston.

She reports directly to COO Winter Horton.

Ortiz has been with LBI Media since 2001, starting as an account executive and quickly moving up the ranks and into management as local sales manager and eventually as general sales manager.

Ortiz began her career in 1993 at KQQK-FM “Tejano 106.5 FM” in Houston. In 2000, she made her transition to English-language radio, joining then-Clear Channel owned KTJM in Houston.

Soon after, in 2001, LBI Media acquired the station and converted it to its current Regional Mexican format.

After demonstrating a successful sales and leadership track record in radio and television, production, and promotional activations, Ortiz moved to local sales management in 2005 for LBI Media. She was promoted to GSM for KTJM, KQQK, KNTE and KEYH in 2010.

In August 2015, she welcomed the opportunity to add EstrellaTV to her duties, which she has been managing since for the network’s Houston market.

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Sarabia Secured As ‘Telemundo 60’ Leader

Robert Sarabia has been named President and General Manager of Telemundo 60 / KVDA in San Antonio.

In his new role, Sarabia will be responsible for leading all station operations including news/digital, sales, marketing/promotions, human resources, community affairs, and technology/operations.

Sarabia is transferring from the VP/Sales role at Telemundo Houston / KTMD. He had been at KTMD since 2013. He reports to Manuel Martinez, President of the Telemundo Station Group.

“Robert is smart, innovative and a great leader. I’m excited that he’ll be leading our San Antonio station and look forward to seeing the new milestones he and our team will accomplish together,” said Martinez.

Sarabia is an Alamo City native.

“I am honored and excited to return home to San Antonio, where my career in broadcasting began almost 20 years ago,” added Sarabia “As San Antonio experiences many changes, Hispanics’ prominence as the largest demographic group in the market remains unchanged. I look forward to working with my colleagues at Telemundo 60 to continue serving South Texas’ Hispanic communities with the news, information and programming they deserve, and creating even more opportunities with KVDA’s advertisers and clients. I am thankful to my colleagues at Telemundo Houston for a memorable and successful six years.”

Before joining KTMD and NBCUniversal, Sarabia was Vice President and General Manager for Azteca America’s affiliate TV stations KYAZ Houston, KVDF San Antonio, and KADF Austin from 2011 to 2013.

He also held numerous roles with increasing responsibility, including General Sales Manager, at Univision stations KWEX and KNIC from 2002 to 2011.

Sarabia began his career in broadcasting at KSAT-12 the ABC affiliate in Houston in 2000.

Hispanic Radio

Radio Lazer’s National Lineup Set

Lazer Broadcasting’s signature Radio Lazer-branded group of regional Mexican stations recently debuted a “sometimes crazy morning show.”

Now, the full on-air lineup is now set and ready for national launch.

With Tus Mañanas Lazer con La Tequi y Don Hercu kicking off each morning six days a week, and heard in several markets across California, the now nationally syndicated format is being offered through syndicator Envision Networks.

Yolanda “La Tequi” Velázquez and Elias Conde, alias “Don Hercu.” have entertained radio listeners for a combined 40 years and have been a broadcast team for the past six years.

The full on-air lineup is as follows: 

  • Tus Mañanas Lazer con La Tequi y Don Hercu (5 a.m. – 10 a.m.)
  • Beto “El Chocomil” (10 a.m. – 2 p.m.)
  • El Show del Tarzan y sus Jaladas (2 p.m. – 7 p.m.)
  • El “Chacal” Califas (7 p.m. – Midnight)

“The energy that Tequi & Don Hercu bring into the studio every morning is a great addition to the already great lineup in place at Radio Lazer,” said Jesus Garcia, Lazer Broadcasting’s Corporate Director of Programming. “The rest of the day’s lineup of El Chocomil, Tarzan y sus Jaladas, and Chacal combined with the new morning show is a powerful draw for potential affiliates in markets with a strong Hispanic community, wherever they are in America.”

Affiliate managers at Envision Networks can be reached at 216.831.3761 or at radiolazer@envisionnetworks.com.

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Hispanic eSports Digital-Only Channel Launched By Telemundo

Telemundo Deportes has launched the first-ever Spanish-language esports channel in the U.S.

Offering fans more than 2,000 streaming hours of content a year featuring exclusive streamers, short-form content and competitions, the channel isn’t available on an MVPD or digital multicast.

Rather, the “channel” is a digital offering, accessible via livestream on Twitch and YouTube.

The EA Sports FIFA19 Global Series is the first competition to stream on the Telemundo Deportes esports channel, presenting exclusive coverage of the entire tournament, including the upcoming events from the Global Series and the Grand Final. 

Live coverage of the EA Sports FIFA19 Global Series begins with the Global Series’ EA FUT Champions Cup, April 5-7.

The FIFA Global Series will continue through the end of June followed by the exclusive stream of the Grand Final taking place in the summer.

“The launch of Telemundo Deportes esports channel strengthens our leadership position in the esports space and gives us an opportunity to further connect with the Hispanic, multicultural gaming audience,” said Eli Velazquez, executive vice president of sports content, NBCUniversal Telemundo Enterprises. “As the U.S. Spanish-language home of FIFA, we are thrilled to bring back the EA Sports FIFA19 Global Series and enhance our presentation of the event with the launch of the new Telemundo Deportes esports channel.”  

Telemundo Deportes’ esports channel is hosted by streamers Sofia Ornelas of Mexico and Juan “El Patan” Sotullo from Argentina. The two streamers present daily content and short-form video, including at least eight hours of livestreaming as they play some of the most popular video games.

Ornelas’ stream features her playing Overwatch and Fortnite while “El Patan” plays Rocket League and also the EA Sports FIFA 2019 as he competes in the FIFA Global Series.

Telemundo Deportes has streamed esports in the past including the NBC Sports Group and FACEIT’s Universal Open Rocket League tournament.

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A First From Lotus/L.A.: Women’s World Cup Coverage

For the first time in broadcast history, the FIFA Women’s World Cup will be broadcast live on U.S. Radio.

You’ll just have to understand Spanish to follow what’s happening in France.

In a collaborative effort between Lotus Communications’ KWKW-AM “ESPN Deportes Radio” in and right holders Fútbol de Primera, the FIFA Women’s World Cup will air on the Spanish-language Sports Talk station this summer.

The FIFA Women’s World Cup takes place in France between June 7 and July 7, and the U.S. Women’s team enters the tournament as the number one ranked team in the world, according to FIFA’s most recent world rankings — and as the defending champion.

KWKW President Jim Kalmenson first shared details of the pact with Hispanic Market Overview in early February. An official announcement was made February 26.

“It is extra special that Spanish Radio is leading the way with this landmark recognition  of women’s sports and the US Women’s National team,” Kalmenson said. “I thank Andrés Cantor and Alex Gutman of FDP for their commitment to this effort and their forward thinking.  We are pleased to see strong growing interest from both fans and sponsors.”

KWKW holds the rights to the Los Angeles Lakers, Los Angeles Rams and the LA Galaxy and is the first full-time Spanish-language radio station to be based in Los Angeles. KWKW has been under the continuous ownership of Lotus Communications since 1962.

FDP’s programming is carried in more than 100 affiliates, and will broadcast its fifth FIFA World Cup in 2022. This summer, FDP will also air CONCACAF’s Gold Cup; it continues to be the exclusive radio partner in Spanish of the Mexican National Team.

from The Adam R Jacobson Multicultural Consultancy