Latino-Darstellung in Videoinhalten steigert Bingeability

The importance of representation in media can’t be overstated. Among Hispanics, for example, 56% say they’re more likely to watch content when it features someone from their identity group¹. And when content creators and distributors give audiences content in which they see themselves, they stand a better chance of keeping them to watch more. 

For Hispanic audiences, streaming platforms offer more of what they’re looking for, as they spend more of their time with TV with over-the-top content than any other audience. And what’s more, when inclusive content attracts them to a service for the first time, they stay to watch more than just what they came to watch.

To understand the correlation between being attracted to content and staying to watch more, Nielsen collaborated with Latino Donor Collaborative to track and better understand viewer engagement beyond a specific program that attracts viewers. In our first-of-its-kind analysis², we found that a program’s “bingeability”—or the likelihood that an audience will watch additional episodes— among Hispanics is strongly correlated with inclusion.

For this analysis, we looked at the 530 most-streamed programs³ in the U.S. from 2021 through the first-quarter of 2022 to better understand what drives bingeability. Our analysis found that Hispanic representation is correlated with bingeworthy programming on two dimensions: on-camera Hispanic representation and Hispanic talent.

First, when a show featured on-screen Hispanic talent, bingeability scores⁴ increased. Second, the contribution of Hispanic talent to bingeable content is significant. Among the streaming programs available in 2021, 134 had bingeability scores of 3 or higher. On the bingeability scale, programs with a score of 3 or higher are considered highly bingeable. When looking at top bingeable content (a score of 3 or more), Hispanic talent has a significant contribution to the production of a show, as 56 of these 134 programs feature Hispanic representation on at least one side of the camera.

Importantly, Hispanic-inclusion has benefits well beyond the Latino community. Through our collaboration with Latino Donor Collaborative, we looked at the audience attracted to three new programs led by Hispanic talent: The Lincoln Lawyer, Gordita Chronicles und Father of the Bride (2022 movie on HBO Max). Our analysis found that only 42% of the viewers that were attracted to a new service because of these programs were Hispanic, meaning more than half were from other identity groups. And what’s more, these audiences stayed on the streaming platforms to watch more than what attracted them in the first place.

Es ist auch erwähnenswert, dass Hispanics sich zu Inhalten hingezogen fühlen, die andere Identitätsgruppen einschließen. Laut der Nielsen-Studie 2022 "Attitudes on Representation TV" gibt mehr als ein Drittel der Latinos an, dass sie an Inhalten interessiert sind, in denen Menschen aus anderen Identitätsgruppen vorkommen. Bei der Analyse der 345 meistgestreamten Sendungen im Jahr 2021 wiesen 25 % (87) einen Latino-Zuschaueranteil von über 19 % auf (der Prozentsatz der Latinos an der US-Bevölkerung), was bedeutet, dass Latinos diese Sendungen mit größerer Wahrscheinlichkeit sehen. Zweiundsechzig Prozent der Sendungen (87), die von Latinos in einem Umfang gesehen wurden, der über ihrem Bevölkerungsanteil liegt, beinhalten Schwarze Indigene People of Color (BIPOC), einschließlich Nordafrikaner aus dem Nahen Osten. Dies zeigt, dass Latinos sich zu Inhalten hingezogen fühlen und diese konsumieren, die außerhalb ihrer Identitätsgruppe angesiedelt sind.

As the streaming landscape broadens—and engagement rises—the importance of inclusion and accurate representation can’t be overstated, especially as competition for audience attention increases. Hispanics now represent 19% of the U.S. population⁵, with a buying power of $1.9 trillion⁶. Given Hispanics’ appetite for streaming, creators and distributors have a significant opportunity if they give this audience more of what they’re looking for.

Anmerkungen

1. Studie über die Einstellung zur Darstellung im Fernsehen, April 2022
2. Benutzerdefinierte Analyse von Nielsen National TV Panel und Streaming Content Ratings Daten basierend auf verfügbaren messbaren Inhalten über alle Plattformen.
3. 2021-Q1 2022 Nationale Panel und Streaming-Plattform-Ratings
4. Bingeability scores from Gracenote’s Distribution Dynamics and Program Availability Archive data measure the average number of show episodes viewers watched per day to quantify viewer propensity to consume multiple episodes in a row.
5. 2020 U.S. Census Bureau
6. 2020 Selig Center for Economic Growth, Terry College of Business, Universität von Georgia

For additional insights, download our Latino-geführte Inhalte und Zuschauer: Die Bausteine für den Streaming-Erfolg report.