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.
Rispetto all'audience generale degli Stati Uniti, il 43,6% del totale dei telespettatori latini nel luglio 2022 è stato attribuito alle piattaforme di streaming, superando in modo significativo la propensione allo streaming di tutti gli altri gruppi etnici.
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.
Il 58% degli ispanici statunitensi ha meno di 34 anni e ben il 31% ha meno di 17 anni. Inoltre, l'età media dei latini negli Stati Uniti è di 33,7 anni, ben al di sotto dei 45,1 anni dei bianchi non ispanici.
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 si è pubblicamente impegnata a investire per rinnovare la sua libreria di contenuti ispanici
- YouTube è una piattaforma guidata dai creatori, che offre contenuti culturalmente in sintonia creati da e per i latini.
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.
Dal punto di vista dell'uso totale della TV, gli ispanici trovano sempre di più ciò che cercano al di fuori dei canali televisivi tradizionali. Di conseguenza, passano molto meno tempo a guardare la televisione tradizionale in diretta e in differita.
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.
Nota
- Un'impressione è una metrica che convalida che un membro del pubblico ha visto un contenuto.
For additional insights, download our Contenuti e spettatori guidati dai latini: Gli elementi costitutivi del successo dello streaming report.
