A US study from Horowitz Research highlights the behaviours and cultural influences of Gen Z, showcasing key insights into their language diversity, media consumption and social identity. As the generation that scrolls streams, and shapes trends in real time, Gen Z is redefining the way brands, media and influencers engage with audiences at the intersection […]

Two in three (66 per cent) TV viewers in the US are using free, ad-supported streaming TV (FAST) platforms in a typical month, according to Horowitz Research’s annual report, State of Media, Entertainment, and Tech: Viewing Behaviours 2024. Tubi, Pluto TV, Freevee, YouTube and Roku are the top-used FAST networks by consumers surveyed in the […]

Horowitz Research’s State of Media, Entertainment & Tech: Subscriptions 2024 report sheds important light on how recent crackdowns on password sharing are impacting consumer behaviour when it comes to subscription streaming services. According to the study, half of TV content viewers (52 per cent) have cancelled or lost access to at least one of their […]

As mobile providers such as T-Mobile and Verizon make 5G wireless home Internet available in more US markets, awareness of the service is growing among multicultural households, according to a recent Horowitz Research study, State of Media, Entertainment, and Tech: Disruptions. About two in three multicultural consumers who do not already subscribe to 5G wireless […]

A Horowitz study, FOCUS Asian: State of Media, Entertainment, and Tech: Consumer Engagement 2023, which examines the sociopolitical attitudes of multicultural Americans, finds that Asian Americans are more aligned with liberal or progressive values than more conservative ones. For example, when presented with two statements related to the polarising debate about government intervention into parental […]

More than four in 10 (43 per cent) Hispanic/Latinx American consumers said that the news media does a poor or average job portraying the Hispanic/Latinx community and with the number of Hispanic/Latinx reporters, according to the latest Horowitz report, FOCUS Latinx: State of Media, Entertainment & Tech: Consumer Engagement 2023. A deeper look into the […]

Email (42 per cent), followed by ads on live TV (32 per cent), streamed shows (29 per cent), direct mail (28 per cent), YouTube, and websites in general are considered the most effective advertising tactics among consumers overall, according to the State of Media, Entertainment, and Tech: Consumer Engagement 2023 study from Horowitz Research. The […]

In an increasingly fragmentated streaming ecosystem, US consumers are leaning on curated collections and hubs to find content based on a specific theme, according to the new State of Media, Entertainment and Tech: Viewing Behaviors 2023 report from Horowitz Research. Most streamers say they value having these curated collections/hubs as part of their streaming services, […]

Six in 10 (61 per cent) of Asian TV content viewers watch Asian-language content at least occasionally, and two in three (65 per cent) Asian-language dominant/bilingual consumers say that Asian-language content is important to them, according to the FOCUS Asian Volume 1: Subscriptions report by Horowitz Research. Similarly, six in 10 Asian viewers watch international […]

Latinx TV content viewers in the US over-index for having subscription streaming services (SVoDs) compared to total market consumers, according to the newly released FOCUS Latinx Volume 1: Subscriptions report by Horowitz Research. The report finds that 76 per cent of Latinx TV content viewers subscribe to at least one SVoD service, compared to 67 […]