Multicultural Audiences have been among the strongest audiences for entertainment as well as utilization of digital devices for those entertainment needs.
But is the transition to connected devices and over the top devices (OTT) for multicultural audiences happening as fast, and how will that impact multicultural marketing?
According to a recent Streaming Media: Reaching Multicultural Audiences in a Fragmented Ecosystem there are some interesting insights regarding multicultural audiences and the penetration of connected devices.
- While average TV viewers spend 43 percent of time with live TV and 35 percent with steaming services with Hispanics, Blacks and Asians splitting 40% on live TV, 40% on streaming, and the remainder on other devices.
- The article contends that Latinos and Asians show fewer signs of cord cutting than Non-Hispanic and Black audiences due to the importance of in-language and cultural specific packages.
Content in-language and culturally relevant is an opportunity for content providers and advertisers alike.
Of course there are increasing data/targeting options for advertisers to reach these multicultural segments, however by creating culturally relevant advertising and combining it with culturally relevant content in any language will make an impact. Of course sporting events such as soccer and basketball will have a major streaming viewership, there are more entertainment options being creative for everyone. While Hispanic and Asian audiences especially in younger audiences are English proficient, an interesting mention in the article was that almost 9 in 10 bilingual Hispanics watch some Spanish language television. And,
About half of Latinos and Asians, and two in three Black viewers, say it’s important to have access to content created for them.
Following are a few examples for African American and Hispanic options
Example of African American focused channel: Kweli TV
While the cord cutting numbers increase across the TV ecosystem, and there continue to be more providers of content, targeting and advertising services, there is a major opportunity for marketers to make an impact with multicultural audiences through streaming devices (OTT) and connected TV. For reaching Hispanics, Asians and African American audiences, there may be challenges to working with one provider (ex. Roku) as reach may still pose challenges while more content becomes available. Working with digital, multicultural specific networks or platforms such as Alcance Media Group will facilitate reaching these multicultural audiences across multiple platforms instead of reaching out individually to each and is a solution to dealing with scale, minimums, and the challenges of getting in touch with the individual providers.