The 2021 LDC Latino Representation in Media Report, in partnership with UCLA, offers a critical examination of Latino representation in the American media landscape, focusing on both television and film across all platforms, including broadcast, cable, premium cable, and streaming services. This report is a comprehensive census, not a sample, and analyzes Latino presence in all primetime shows, films, and the top 100 box office hits from 2018 to 2021.
One of the key findings of the report is the stark underrepresentation of Latinos in both on-screen and behind-the-camera roles. Despite Latinos making up 18.7% of the U.S. population and 25% of Gen Zers, they are featured in only 2.9% of lead roles in new and returning primetime shows and 5% in films. This severe underrepresentation extends to roles such as showrunners, directors, and writers, which are crucial for shaping narratives and ensuring authentic representation.
The report also highlights the economic impact of this underrepresentation. Latinos are major contributors to the U.S. economy, with a GDP that would rank as the seventh-largest in the world if considered independently. However, the media industry’s failure to reflect this demographic in content means missing out on a significant market opportunity. Latinos are among the most active consumers of media, with a growing influence on trends, particularly among younger generations who demand content that reflects their experiences and identities.
In addition to outlining the current state of Latino representation, the report provides actionable recommendations for media companies. These include investing in Latino talent both in front of and behind the camera, moving away from stereotypical portrayals, and recognizing the cross-over potential of Latino-led content. The report also introduces The Source Database, a tool designed to help content creators find and engage with Latino talent across the industry.
For a more detailed analysis and to explore how your organization can better engage with the Latino market, download the full 2021 LDC Latino Representation in Media Report from the Latino Donor Collaborative website.
