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.
与美国普通观众相比，2022 年 7 月，43.6% 的拉美裔观众通过流媒体平台收看电视，大大超过了所有其他族裔群体的流媒体收视率。
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.
美国 58% 的拉美裔美国人年龄在 34 岁以下，整整 31% 的拉美裔美国人年龄在 17 岁以下。此外，美国拉美裔的平均年龄为 33.7 岁，远低于非西班牙裔白人的 45.1 岁。
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 公开承诺投资更新其西班牙裔内容库
- YouTube 是一个由创作者驱动的平台，提供由拉美人创作并为拉美人服务的与文化相适应的内容。
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.
从电视的总体使用情况来看，西班牙裔人在传统电视频道之外找到了更多他们想要的内容。因此，他们观看传统直播和时移电视的时间明显减少。
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.
备注
- 印象是验证受众是否看到内容的指标。
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.
