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 和 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.
值得注意的是，拉美裔人也被包含其他身份群体的内容所吸引。根据尼尔森公司 2022 年的 "电视代表态度 "研究，超过三分之一的拉美裔人表示，他们有兴趣看到以其他身份群体的人为主角的内容。在分析 2021 年流媒体播放量最高的 345 个节目时，25%（87 个）的拉美裔观众比例超过 19%（拉美裔在美国人口中所占比例），这表明拉美裔更有可能观看这些节目。在这些拉美裔收视率高于其人口比例的节目（87 个）中，有 62% 包含有色人种土著黑人 (BIPOC)，包括中东北非人。这说明，拉美裔人被其身份群体之外的代表所吸引，并消费其内容。
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.
说明
- 对电视表现形式的态度研究，2022 年 4 月
- 基于跨平台的可测量内容，对尼尔森全国电视面板和流媒体内容收视率数据进行定制分析。
- 2021-2022 年第一季度全国电视面板和流媒体平台收视率
- 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.
- 2020 年美国人口普查局
- 2020 佐治亚大学特里商学院塞利格经济增长中心
For additional insights, download our 拉丁裔主导的内容和观众：流媒体成功的基石 report.
