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.
Em comparação com o público geral dos EUA, 43,6% do total de visualizações de TV dos latinos em julho de 2022 foi atribuído a plataformas de streaming - superando significativamente o apetite por streaming de todos os outros grupos étnicos.
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.
Cinquenta e oito por cento dos hispânicos dos EUA têm menos de 34 anos de idade, e 31% têm menos de 17 anos. Além disso, a idade média dos latinos nos EUA é de 33,7 anos, bem abaixo dos 45,1 anos dos brancos não hispânicos.
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:
- A Netflix se comprometeu publicamente a investir na renovação de sua biblioteca de conteúdo hispânico
- O YouTube é uma plataforma voltada para criadores, que oferece conteúdo culturalmente sintonizado, criado por e para latinos.
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.
Sob a ótica do uso total da TV, os hispânicos estão encontrando mais do que procuram fora dos canais tradicionais de televisão. Como resultado, eles passam notavelmente menos tempo assistindo à televisão tradicional ao vivo e com mudança de horário.
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
- Uma impressão é uma métrica que valida que um membro do público viu o conteúdo.
For additional insights, download our Conteúdo e espectadores liderados por latinos: Os elementos básicos para o sucesso do streaming report.
