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.
米国の一般視聴者と比較すると、2022年7月のラテン系のテレビ視聴総数の43.6％がストリーミング・プラットフォームによるもので、他のすべての民族グループのストリーミング視聴意欲を大きく上回っている。
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.
米国のヒスパニックの58％は34歳以下であり、31％は17歳以下である。さらに、ラテン系アメリカ人の平均年齢は33.7歳で、非ヒスパニック系白人の45.1歳を大きく下回っている。
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は、ヒスパニック系コンテンツのライブラリーの刷新に投資することを公言している。
- YouTubeはクリエイター主導のプラットフォームであり、ラテン系によって、またラテン系のために制作された文化的に配慮されたコンテンツを配信している。
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.
テレビの総合的な利用という観点から見ると、ヒスパニック系住民は従来のテレビチャンネル以外で、より多くの番組を見つけている。その結果、従来の生放送やタイムシフトのテレビを見る時間が大幅に減っている。
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.
注
- インプレッションとは、視聴者がコンテンツを見たことを証明する指標である。
For additional insights, download our ラテン系主導のコンテンツと視聴者ストリーミング成功のための構成要素 report.
