and have a deep connection to their favorite programs, characters and personalities. These bonds, in turn, foster high engagement and attentiveness within these audience segments.
In this second installment of our Committed program engagement series, we analyze the emotional ties that Black and Hispanic viewers have to ad-supported TV while highlighting the decidedly different levels in which multicultural viewers relate to their favorite programs versus the non-Hispanic White demographic.
Decidedly Different vs. Non-Hispanic White Viewers…
In contrast, we also look at the relationship multicultural viewers have with original YouTube content to see if it provokes the same level of “emotional stakes.” Not surprisingly, we learned that the culturally-relevant characters and complex storylines developed on TV inspire a much deeper engagement among Blacks and Hispanics than YouTube.
To hear more about this topic and other trends impacting the industry, check out our VAB INSPIRE: Virtual Learning Series here.
Click below to check out the infographic accompanying this marketer's guide!