Representasi Latin dalam konten video mendorong daya tarik

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 dan 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.

Perlu juga dicatat bahwa orang Hispanik tertarik pada konten yang inklusif terhadap kelompok identitas lain. Menurut studi Nielsen 2022 tentang Sikap terhadap Representasi TV, lebih dari sepertiga orang Latin mengatakan bahwa mereka tertarik untuk melihat konten yang menampilkan orang-orang dari kelompok identitas lain. Dalam menganalisis 345 acara streaming teratas pada tahun 2021, 25% (87) memiliki pangsa pemirsa Latin di atas 19% (persentase orang Latin dalam populasi AS), yang menunjukkan bahwa orang Latin lebih cenderung menonton acara-acara tersebut. Enam puluh dua persen dari acara-acara tersebut (87), di mana orang Latin menonton pada tingkat di atas persentase populasi mereka, termasuk di dalamnya adalah orang kulit hitam (Black Indigenous People of Color/BIPOC), termasuk Timur Tengah dan Afrika Utara. Hal ini menggambarkan bahwa orang Latin tertarik dan mengonsumsi konten dengan representasi di luar kelompok identitas mereka.

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.

Catatan

1. Sikap terhadap Representasi di TV Studi, April 2022
2. Analisis khusus dari data Panel TV Nasional Nielsen dan Peringkat Konten Streaming berdasarkan konten terukur yang tersedia di seluruh platform.
3. Peringkat Panel TV Nasional dan Platform Streaming 2021-Q1 2022
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. Biro Sensus A.S. 2020
6. 2020 Selig Center for Economic Growth, Terry College of Business, The University of Georgia

For additional insights, download our Konten dan pemirsa yang dipimpin oleh orang Latin: Blok bangunan untuk kesuksesan streaming report.