As the amount of available streaming content increases and new services come online, attracting and keeping audiences will be critical for content creators and platforms. To meet that need, inclusion can be a key differentiator when it comes to engaging U.S. Hispanicsโthe most prolific streaming audience in the U.S.
In July of this year, Hispanics spent just under half of their total TV time with streaming content1, a reflection of their enjoyment with the streaming technology experience and the availability of a large volume of content that is either inclusive, in-language, or both.
At the same time, however, Hispanic audiences believe accurate representation in media has declined over the past year, and 41% feel there isnโt enough content that represents them2โboth of which are key considerations as competition for audience engagement increases.
Knowing that thereโs more to inclusion than simply doing the right thing, Nielsen teamed up with Latino Donor Collaborative ahead of Hispanic Heritage Month to understand if Latino-led content drives new viewers to streaming providersโand if they then stay to watch more.
Our first-of-its-kind analysis3 found that Latino-led content amplifies the value of streaming platforms because audiences came for it and stayed to watch more than the program that drew them in. While the audience numbers are small within the context of total platform and total streaming use, they illustrate the halo effect that inclusive programming has on continued engagement.
For example, Netflix is a widely adopted SVOD service in the U.S., but it still has new audiences to engage. And when the platform released season 1 of The Lincoln Lawyer starring Mexican-American actor Manuel Garcia-Rulfo on May 13, 2022, it attracted 114,000 new viewers who did not watch any content on Netflix between March 28 and this showโs release date. Additionally, 24% of the viewers that watched more content in addition to The Lincoln Lawyer were Hispanic.
In a second study, we looked at viewer engagement with Hanya Pembunuhan di Dalam Gedung before and after the first two episodes of season 2 were released on June 28, 2022. When these first two episodes dropped, the comedic crime series starring Steve Martin, Martin Short and Selena Gomez attracted approximately 5.3 million new viewers to Hulu who stayed to watch more content. Approximately 520,000 (10%) were Hispanic.
Melalui lensa studi kasus ini, kita dapat melihat bahwa konten yang dipimpin oleh orang Latin memiliki kekuatan untuk mendorong pemirsa dan pelanggan baru yang berharga ke platform dan layanan untuk pertama kalinya. Dan begitu mereka menonton apa yang mereka cari, mereka akan terus menontonnya.
For additional insights, download our Konten dan pemirsa yang dipimpin oleh orang Latin: Blok bangunan untuk kesuksesan streaming report.
Catatan
- Panel TV Nasional dan Peringkat Platform Streaming
- Studi Sikap Nielsen terhadap Representasi di TV, April 2022
- Analisis khusus dari data Panel TV Nasional Nielsen dan Peringkat Konten Streaming berdasarkan konten terukur yang tersedia di seluruh platform.
