August 10, 2022
According to App Science’s first Multicultural Trends Report, the multicultural population streams content at a higher rate than general market audiences.
Hispanic-American households, for example, are 17% more likely to have streaming apps than general market homes. Hispanic homes also have an average of seven connected TV streaming apps, compared to six in general market homes. African-American homes are also 17% more likely to have streaming apps than general market households and average seven streaming apps. Asian-American homes are 33% more likely to stream and average the most connected TV streaming apps per household: eight.
Sports, crime and drama were the most popular viewing genres among multicultural audiences, who were at least four times more likely to watch shows in those genres than general market viewers.
The western region of the U.S. is most diverse, according to the report. A third (33%) of the households in the western U.S. are part of the multicultural audience.