The impact and influence of the Hispanic audience in the U.S. on media content and platforms is undeniable, particularly on streaming. Over the past year, streaming has become the predominant way all people watch television. In July, for example, streaming claimed its biggest share of TV time (34.8%) to date. Among Hispanic audiences, however, the story is far more pronounced—a reflection of the tremendous variety available and Latinos’ attraction to culturally-relevant and representative content.
Dibandingkan dengan penonton AS pada umumnya, 43,6% dari total tontonan TV orang Latin pada Juli 2022 berasal dari platform streaming - secara signifikan melampaui selera streaming semua kelompok etnis lainnya.
The high engagement with streaming services reflects Latinos’ enjoyable streaming experience, the availability of a high volume of content that is either inclusive, in-language, or both. Age is also a factor in the attraction to streamed content. While younger viewers of all racial or ethnic backgrounds stream content in higher quantities, Latino’s relative youth is a significant contributor to the increase in time spent with streaming.
Lima puluh delapan persen orang Hispanik AS berusia di bawah 34 tahun, dan 31% di antaranya berusia di bawah 17 tahun. Selain itu, usia rata-rata orang Latin di AS adalah 33,7 tahun, jauh di bawah 45,1 tahun untuk orang kulit putih non-Hispanik.
Hispanic viewers continue to increase the amount of time spent with streaming platforms: In July, Latinos streamed 33.5 billion minutes of video each week, reflecting an annual increase in impressions1 of 22%.
Across the various platforms and services available, Netflix and YouTube are among the most popular among Hispanics, as this audience spent 24% and 57% more time with these platforms, respectively, than non-Hispanic Whites during the month of July 2022. Hispanics high level of engagement with these platforms is attributable to two factors, among others:
- Netflix secara terbuka berkomitmen untuk berinvestasi dalam menyegarkan perpustakaan konten Hispaniknya
- YouTube adalah platform yang digerakkan oleh para kreator, yang menyajikan konten yang selaras dengan budaya yang dibuat oleh dan untuk orang Latin.
Much of the increased streaming engagement over the past two years reflects the growing list of platforms and services that offer an increasing wealth of options, both live and on-demand. And when it comes to satisfaction, a survey Nielsen conducted earlier this year found that Hispanics are the most pleased with their streaming experience.
Melalui lensa penggunaan TV secara total, orang Hispanik menemukan lebih banyak hal yang mereka cari di luar saluran televisi tradisional. Akibatnya, mereka menghabiskan lebih sedikit waktu untuk menonton siaran langsung dan televisi tradisional.
To capitalize on viewing trends, media companies are racing to deliver their own streaming offerings, with some estimating that Americans now have more than 200 streaming services to choose from. As of August 2022, U.S. audiences had more than 757,000 titles to watch on streaming platforms, compared with just over 212,000 on traditional linear channels. For Hispanic audiences, this extensive—and growing—library is the go-to source for the inclusive, representative content that they’re looking for.
Note
- Tayangan adalah metrik yang memvalidasi bahwa anggota audiens telah melihat konten.
For additional insights, download our Konten dan pemirsa yang dipimpin oleh orang Latin: Blok bangunan untuk kesuksesan streaming report.
