The Latino-Led Content and Viewers Report, in partenrship with Nielsen, provides an in-depth analysis of the significant influence of U.S. Hispanics on the American entertainment industry, particularly in the realm of streaming. As Latinos make up 19% of the U.S. population and hold a buying power of $1.9 trillion, their impact on the media landscape is undeniable. This report highlights the Hispanic impact on streaming industry, and how Latino-led content and representation both on-screen and behind-the-camera are crucial building blocks for the success of streaming platforms.
Key findings from the report indicate that 43.6% of U.S. Latinos’ total TV viewing time in July 2022 was attributed to streaming platforms, a figure significantly higher than the general population’s average. This preference for streaming is driven by the availability of inclusive content that resonates with Latino audiences. The report showcases how platforms like Netflix and YouTube have become particularly popular among Hispanics, with Latinos spending 24% and 57% more time on these platforms, respectively, compared to non-Hispanic Whites.
The report also explores the growing importance of culturally relevant content. For instance, 56% of Hispanics are more likely to continue watching content that features someone from their identity group, emphasizing the demand for authentic representation. Additionally, the report reveals that Latino-led content has the power to attract new viewers to streaming platforms, with shows like The Lincoln Lawyer and Gordita Chronicles drawing in significant Hispanic audiences who stay to watch more content.
Another critical insight is the influence of inclusive advertising, with 49% of Hispanic viewers more likely to purchase from brands that advertise within inclusive content. This underscores the importance of representation not just in programming but also in the advertising that accompanies it.
For more detailed insights into the impact of Hispanic impact on streaming industry and the importance of inclusive content, download the full report from the Latino Donor Collaborative website.