Local survey data from Nielsen and Scarborough Research confirms there is explosive growth in streaming television viewing in the El Paso-Las Cruces media market. The rapid shift to connected TV (CTV) programming has been unmistakable for several years, but it has accelerated during the COVID-19 pandemic. Usage mushroomed in 2020 as consumers sheltered at home and sought out new entertainment options.
"Usage mushroomed in 2020 as consumers sheltered at home and sought out new entertainment options."
Close to 72% of adults in the market now have access to living-room quality streaming video content, either through internet-enabled smart televisions or with connected devices such Roku, AppleTV, or Amazon’s Fire TV Stick. Penetration is even higher among the key Adult 25-54 demographic at over 82%. For comparison, only 45% of this valuable age group subscribes to cable or satellite.
It probably comes as no surprise that industry pioneer Netflix dominates streaming in the region. Nearly 70% of local adults use the service monthly, an increase of over 33% versus the same period the year before. Even more impressive is the fact that over half of Borderland residents watch the streaming service at least once a week. Netflix's 52% weekly reach is actually higher than broadcast powerhouse ABC affiliate KVIA’s weekly cume of 42%.
"Netflix's 52% weekly reach is actually higher than broadcast powerhouse ABC affiliate KVIA’s weekly cume of 42%."
Streaming video services with ads are also seeing a significant increase in viewership. Every week, 22% of Adults 25-54 in El Paso-Las Cruces are tuning-in to Hulu, nearly on par with the 23% reach of NBC affiliate KTSM. Weekly viewing is up 51% on Hulu, 32% on Sling TV, over 300% on AT&T Now, and over 400% on CBS All Access when compared to the prior year.
Free Ad-Supported Streaming TV
Connected TV’s tremendous growth isn’t just limited to these increasingly popular paid content providers. As consumers reach the maximum number of services that they are willing to pay for, free ad-support streaming TV, or “FAST” platforms, are booming. There are now well over 500 channels available on FAST services such as ViacomCBS-owned Pluto, Comcast’s Xumo, Vudu, and Peacock, Fox’s Tubi, and Sony’s Crunchyroll and Crackle, all for free, and all with advertising impressions that can’t be skipped.
"There are now well over 500 channels available on FAST services..."
The demand for connected TV is expanding, including here in El Paso and Las Cruces. Younger demographics and cord-cutters previously unreachable by broadcast and cable TV are increasingly available through these new ad-supported streaming services. With the ability to hyper-target consumers based on behaviors and interests while delivering accurate digital measurement, CTV is a powerful and efficient tactic in any marketer’s toolkit. Contact EFO Media to start advertising on streaming television today.
Source: Scarborough Research, El Paso-Las Cruces DMA, February-August 2020