Tubi leads FAST usage among streaming-ready US Hispanics

Dataxis recently unveiled the findings of its survey focused on the adoption and usage of Free Ad-Supported Streaming TV (FAST) services among US Hispanics. The study aimed to shed light on their viewing habits, preferred content to answer several key questions: how do US Hispanics preferences and device usage compare to the broader population? What specific qualities do they seek in video content? And how receptive are they to advertisements? By addressing these points, the research aimed to uncover the core factors influencing the engagement with FAST platforms of this specific population. US Hispanic Viewers' Profiles: streaming-ready, bilingual and paying for content US Hispanic households are highly equipped with connected devices, with Smart TVs being the most prevalent. Samsung dominates the market, accounting for 33% of Smart TVs in Hispanic households—significantly higher than its 25% share among the general US population. LG ranks second with 17%, followed by Vizio at 14%, slightly trailing its 18% share among overall US households. Other notable brands include Sony, TCL, Hisense, and Philips.   The majority of respondents (9 out of 10) report subscribing to at least one streaming service, with Netflix and Amazon Prime Video being the most popular choices. Both platforms have tailored their content to attract the expanding Hispanic streaming audience in the US. Netflix, in particular, has greatly expanded its library of Spanish-language titles, including global hits like La Casa de Papel (Money Heist) and Elite. By November 2024, Netflix offered 591 titles from Latin American countries and 319 from Spain in its SVOD catalogue—representing 10% of its total available titles in the US at that time. Amazon boasts flagship Spanish-language titles such as My Fault (Culpa Mía) from Spain, which became one of Prime Video’s most successful non-English language films, Sayen, a Chilean movie, and El Fin del Amor, an Argentine drama series. By November 2024, Amazon's SVOD catalogue featured 672 titles from Latin American countries and 413 from Spain, accounting for 4% of its total available titles in the US at that time. Tubi, Peacock and Pluto TV leading Free Streaming Adoption When it comes to free streaming options, the top 3 platforms standing out are Tubi, Peacock and Pluto TV. These results differ from what is found in the overall US population, where The Roku Channel, Tubi and Freevee lead the way. As of Q3 2024, The Roku Channel had 86 million monthly active users, Tubi followed with 80 million, and Freevee reached 65 million as reported in Dataxis’ Research. The study also explores FAST users' content preferences. A first finding regarding preferences shows that over 60% of respondents prefer to watch content in English rather than Spanish or other language, even if it originates from Spanish-speaking...