To help Collage Group members navigate this new media landscape, in July 2019 we conducted a nationally representative survey of 3,085 respondents, oversampling Black, Asian, and Hispanic consumers across acculturation levels for precision within these segments. With input from Collage Group members, we designed a survey and conjoint analysis testing key hypotheses on how multicultural segments compare to White consumers, and one another, when it comes to enjoying shows and movies. Here are some highlights from the research:
Content is king. Across race and ethnicity, the most prized features of a streaming platform are the quality and availability of content. And for Black viewers, this means prioritizing live/ongoing shows and Black-led titles.
Stream in Spanish. Hispanic viewers want Spanish-language and Hispanic-led content, with Spanish-language ads. Not only libraries of on-demand content, but also live morning news, are in high demand for this segment.