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Since the over-the-top market in the U.S. is expected to be worth $54 billion by 2019, according to a 2014 MarketsandMarkets report, it's definitely not surprising that multicultural TV users are favoring OTT viewing. A recent Horowitz Research study found that these individuals are more likely to view OTT content on a regular basis. In fact, 88 percent of urban TV content viewers in the U.S. are able to stream video content, whether it's to a TV, mobile device or computer.

"A new study revealed multicultural viewers favor OTT content."

In the study, 45 percent of black viewers, 46 percent of Asian viewers and 51 percent of Hispanic viewers admitted to spending 20 percent of their TV watching time on OTT content. The report also revealed that Asians are more likely than other viewers to be mobile-only streamers while Hispanics are more likely to stream to several different devices. Black viewers, however, are more likely to stream with a game console.

Adriana Waterston, senior vice president of Horowitz, said in the report that multicultural viewers have a history of leading the way for new technology, particularly with television and entertainment.

"OTT is shifting expectations around the user experience of television. Viewers expect better content, personalized recommendations, and a seemingly endless array of on-demand content on any platform," Waterston added. "Video providers need to understand the sophisticated consumption habits of multicultural viewers, who have already made streaming a core part of their viewing lifestyles, to inform future content and distribution strategies."

The study involved 1,994 heads of households who are TV content viewers and live in urban areas with populations of 50,000 or more.