在受众可以使用的众多媒体选择中，西班牙裔与所有美国受众一样，花在电视上的时间最多。在电视内容偏好方面，西班牙裔仍然是流媒体优先的忠实观众。
Compared with the general population, Hispanic adults spent 27.3% more time with TV connected devices (CTV)1 in first-quarter 2023. Notably, Hispanics have been leaders in CTV adoption for quite some time. As of May 2023, only 42% of Hispanic TV homes were traditional cable homes, down from 49% a year earlier2.
除了提供比传统线性频道多得多的选择外，流媒体服务还能提供更多西班牙裔受众正在寻找的多样化、有代表性和易于获取的内容。
鉴于西班牙裔人对 CTV 的胃口很大，在流媒体平台上找到更多他们想要的内容也就不足为奇了。
In the U.S., approximately 84% of the 1 million video titles3 available to audiences are on streaming services. But why are these services and content resonating so deeply with Hispanic audiences? The answer is volume and choice. And among the seemingly endless array of choice, Latinos find the most representations among dramas and documentaries4, highlighting a perceived lack of authentic Latino portrayals in many of television’s most-watched genres, including comedy, reality, news and sports.
Importantly, Nielsen’s most recent Attitudes on Representation in Media Survey found that Hispanic audiences are 19% more likely than the general population to say they feel underrepresented in TV and films. Hispanic representation in media is low, as data from Gracenote Inclusion Analytics shows that Hispanics had an 8.5% share of screen5 in streaming content in the first half of 2023, which is well below their representation in the U.S. population.
相比之下，广播节目的屏幕份额为 22%。不足之处在于，西班牙裔成年人观看传统直播和时移电视节目的时间最少。值得注意的是，以西班牙语为主的西班牙裔仍将 28.2% 的时间花在广播电视上--这是一个重要的文化试金石。
即使有近 80 万部西班牙语原版节目可供选择，仍有近 30% 的西班牙裔观众表示，他们很难在电视上找到可看的节目。事实上，我们最新的 "对电视代表性的态度 "研究发现，西班牙裔观众最有可能认为，自 2021 年以来，电视代表性的准确性有所下降。这表明，尽管代表性在增加，尤其是在传统电视上，但西班牙裔观众并不认为它是准确的。
Understanding and respecting the diverse dynamics within the Hispanic community is not just a social responsibility; it’s a pathway to success. To build trust, improve representation and forge stronger connections with this growing community, brands and media companies must invest time and effort in understanding and meeting the unique needs of the Hispanic audience.
For additional insights, download our latest Hispanic Diverse Intelligences Series report.
说明
1CTV refers to any television that is connected to the internet. The most common use case is to stream video content.
2 尼尔森全国电视小组
3Gracenote Video Data, June 2023
4Nielsen Attitudes on Representation in Media Supplemental Study, 2022
5Share of screen, from Gracenote Inclusion Analytics, is the percentage of an identity group that appears on screen.
6Gracenote 全球视频数据
7Nielsen Scarborough USA+ 2022, Release 2
