La rappresentazione dei latinos nei contenuti video favorisce la 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 e 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.

Vale anche la pena notare che gli ispanici sono attratti da contenuti che includono altri gruppi identitari. Secondo lo studio Nielsen Attitudes on Representation TV del 2022, più di un terzo dei latini dichiara di essere interessato a vedere contenuti con persone di altri gruppi identitari. Analizzando i 345 programmi più trasmessi in streaming nel 2021, il 25% (87) aveva una quota di pubblico latino superiore al 19% (la percentuale di latinos nella popolazione statunitense), il che indica che i latini erano più propensi a guardare questi programmi. Il 62% di questi programmi (87), in cui i latini hanno guardato a un livello superiore alla loro percentuale di popolazione, includeva persone di colore indigene (BIPOC), tra cui i mediorientali nordafricani. Ciò dimostra che i latini sono attratti e consumano contenuti con rappresentazioni al di fuori del loro gruppo identitario.

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.

Note

1. Studio sugli atteggiamenti in materia di rappresentazione televisiva, aprile 2022
2. Analisi personalizzata dei dati Nielsen National TV Panel e Streaming Content Ratings sulla base dei contenuti misurabili disponibili sulle varie piattaforme.
3. 2021-Q1 2022 Panel televisivo nazionale e ascolti delle piattaforme di streaming
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 Ufficio del censimento degli Stati Uniti
6. 2020 Centro Selig per la crescita economica, Terry College of Business, Università della Georgia

For additional insights, download our Contenuti e spettatori guidati dai latini: Gli elementi costitutivi del successo dello streaming report.