Discover the Difference
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Discover the Difference

How Culturally Relevant Video Content Drives Action By Multicultural Audiences

Black, Hispanic & Asian Americans will account for 40% of the U.S. population by 2023 and currently spend $2.2 Trillion annually.

These growing audiences offer a tremendous opportunity for video programmers and distributors as they are deeply passionate about premium video. To quantify this engagement opportunity across segments, VAB conducted a custom study of over 1,000 adults, with a focus on Black, Hispanic and Asian Americans, to better understand how culturally relevant premium video inspires purchase decisions and social involvement.

 Here are the 5 Insights Essentials from Discover the Difference

  1. Multicultural viewers are deeply committed to TV programming
    • Asian American viewers are 113% more likely* to feel personally connected to the actors and personalities on their favorite TV programs.
  2. They thirst to learn and engage more with their favorite programs and actors
    • Hispanic viewers are79% more likely to follow or like TV programs, characters or actors on social media.
  3. TV programs and personalities influence and inspire them to make purchases
    • Black viewers are 65% of more likely* to purchase a product they saw on a TV program or endorsed by a favorite TV personality/actor.
  4. They are highly motivated by TV content to take social action
    • Black viewers are 116% more likely* to be inspired to register to vote based upon something they saw on TV.
  5. They are avid moviegoers who are influenced by cinema advertising
    • Hispanic viewers are 61% more likely* to visit a brand’s website to learn more about a product they saw advertised in the theater.

*vs. non-Hispanic white adults

For an in-depth look at our study’s findings, download the full marketer’s guide. 

For the highlights, check out our brief video recap.

TV Programming Influences Their Personal Style Choices
Multicultural Audiences Are Avid Movie Goers

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