Di antara banyak pilihan media yang dapat diakses oleh pemirsa, orang Hispanik, seperti halnya pemirsa di Amerika Serikat, menghabiskan sebagian besar waktu mereka di depan TV. Dan dalam hal preferensi konten TV mereka, orang Hispanik tetap menjadi pemirsa yang mengutamakan streaming.
Compared with the general population, Hispanic adults spent 27.3% more time with TV connected devices (CTV)1 in first-quarter 2023. Notably, Hispanics have been leaders in CTV adoption for quite some time. As of May 2023, only 42% of Hispanic TV homes were traditional cable homes, down from 49% a year earlier2.
Selain memberikan lebih banyak pilihan daripada saluran linear tradisional, layanan streaming memiliki kemampuan untuk menawarkan lebih banyak konten yang beragam, representatif, dan mudah diakses yang dicari oleh pemirsa Hispanik.
Mengingat selera CTV mereka yang sangat besar, tidak mengherankan jika orang Hispanik menemukan lebih banyak hal yang mereka cari di platform streaming.
In the U.S., approximately 84% of the 1 million video titles3 available to audiences are on streaming services. But why are these services and content resonating so deeply with Hispanic audiences? The answer is volume and choice. And among the seemingly endless array of choice, Latinos find the most representations among dramas and documentaries4, highlighting a perceived lack of authentic Latino portrayals in many of television’s most-watched genres, including comedy, reality, news and sports.
Importantly, Nielsen’s most recent Attitudes on Representation in Media Survey found that Hispanic audiences are 19% more likely than the general population to say they feel underrepresented in TV and films. Hispanic representation in media is low, as data from Gracenote Inclusion Analytics shows that Hispanics had an 8.5% share of screen5 in streaming content in the first half of 2023, which is well below their representation in the U.S. population.
Sebagai perbandingan, pangsa layar pada siaran adalah 22%. Kelemahannya adalah orang dewasa Hispanik menghabiskan paling sedikit waktu untuk menonton siaran langsung dan program televisi tradisional. Khususnya, orang Hispanik yang dominan berbahasa Spanyol masih menghabiskan 28,2% waktu mereka untuk menonton siaran televisi-sebuah batu ujian budaya yang penting.
Bahkan dengan hampir 800.000 judul yang awalnya diproduksi dalam bahasa Spanyol yang dapat dipilih, hampir 30% orang Hispanik mengatakan bahwa mereka kesulitan menemukan sesuatu di TV untuk ditonton. Faktanya, Studi Sikap terhadap Representasi di TV terbaru kami menemukan bahwa pemirsa Hispanik adalah yang paling mungkin mengatakan bahwa representasi telah menurun akurasinya sejak tahun 2021. Hal ini menunjukkan bahwa meskipun representasi meningkat, terutama di TV tradisional, orang Hispanik tidak menganggapnya akurat.
Understanding and respecting the diverse dynamics within the Hispanic community is not just a social responsibility; it’s a pathway to success. To build trust, improve representation and forge stronger connections with this growing community, brands and media companies must invest time and effort in understanding and meeting the unique needs of the Hispanic audience.
For additional insights, download our latest Hispanic Diverse Intelligences Series report.
Catatan
1CTV refers to any television that is connected to the internet. The most common use case is to stream video content.
2 Panel TV Nasional Nielsen
3Gracenote Video Data, June 2023
4Nielsen Attitudes on Representation in Media Supplemental Study, 2022
5Share of screen, from Gracenote Inclusion Analytics, is the percentage of an identity group that appears on screen.
6Data Video Global Gracenote
7Nielsen Scarborough USA+ 2022, Release 2
