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Multicultural viewers drive OTT adoption in US

Multicultural viewers drive OTT adoption in US

Multicultural viewers drive OTT adoption in US

A new Horowitz Research study reveals that US multicultural viewers are more likely to have made over-the-top (OTT) an integral part of their viewing lifestyle.

The finding is interesting in part because multicultural viewers are traditionally pay-TV’s most valuable and leading-edge consumers. 45% of Black viewers, 46% of Asian viewers, and 51% of Hispanic viewers in the study report spending more than 20% of their total TV viewing time watching OTT (39% among White viewers).

“Multicultural consumers have always paved the way for new technology, especially when it comes to television and entertainment,” says Adriana Waterston, Horowitz’s SVP, Insights & Strategy.

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