The 2024 LDC U.S. Latinos in Media Report presents an extensive analysis of Latino representation in the American media landscape, revealing a significant underrepresentation of U.S. Latinos across scripted and unscripted television shows, as well as films. Produced by the Latino Donor Collaborative, this report uses an enhanced methodology to categorize roles both in front of and behind the camera, offering a clearer view of where Latinos stand in terms of media representation.
Despite Latinos making up nearly 20% of the U.S. population and 25% of those under 18, their representation in media remains alarmingly low. The report highlights that in scripted shows, Latinos account for only 9.8% of main cast members, far below their population share. The disparity extends to unscripted shows, where Latinos fill only 5% of host or presenter roles, leaving a representation gap of 75%. This underrepresentation has significant business implications, as the entertainment industry could be missing out on an additional $12 to $18 billion annually by failing to properly engage this vital demographic.
Latino audiences are key drivers of box office success, contributing to over 40% of domestic viewership for major blockbusters like Inside Out 2 and The Super Mario Bros. Movie. Yet, despite their strong presence as consumers, the representation of Latinos in films and behind-the-scenes roles is significantly lacking. The report highlights the economic benefits of increasing Latino participation in media production, citing studies that show films with Latino talent perform better financially.
This year’s report also presents The Source, a premier database that helps connect media companies with Latino talent, countering the argument that there is a lack of available Latino professionals in Hollywood.
The report serves as a wake-up call for decision-makers to embrace the full economic potential of authentic Latino representation in media.
