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Nielsen study finds Hispanic representation on both sides of the camera, drives bingeability and cultural watchability for Latinos and new audiences
Liz Unamo| 14 de septiembre de 2022
Nielsen Hispanic Diverse Intelligence
Inclusion of Hispanic talent in front and behind the camera in streaming programs has a direct correlation on the bingeability and cultural watchability i.e. Hispanic share of the audience* of content for Latinos and all audiences, according to Nielsen’s latest Diverse Intelligence Series (DIS) report: Latino Led Content and Viewers: The Building Blocks for Streaming Success.In this first-of-its-kind analysis, the report looked at the 530 most-streamed programs in the U.S. from 2021 through first-quarter 2022 to better understand what drives bingeability and cultural watchability. For shows with behind-the-camera Hispanic representation, cultural watchability averaged 25.2%, irrespective of on-camera representation. When a show includes Hispanic representation both behind- and in-front of the-camera, cultural watchability increases to 34.2%. The report’s data also found that Hispanic representation correlates with bingeability i.e. how many TV show episodes audiences watch per day to quantify viewer propensity to consume multiple episodes in a row. For shows that included in-front of the camera Hispanic representation, bingeability scores increased. When looking at top bingeable content (a score of 3 or more), Hispanic talent has a significant contribution. 56 of the 134 programs with a score of 3 or higher featured Hispanic representation. Of all the most bingeable streaming programs of 2021, half included Hispanic talent.”It’s clear that inclusion plays a significant role in bingeability and cultural watchability in content for Latinos,” said Stacie de Armas Nielsen’s SVP of Diverse Insights and Initiatives. “Also significant is that Latino-led content not only serves Latino audiences but attracts new viewers and subscribers to platforms, who stay longer and consume more content, which goes to show the power of Latino-led content.” The report also found that Latino-led content amplified the value of the streaming platforms because new audiences came to watch those programs, then stayed to watch more than the program that originally drew them in. In fact, 58% of the new audiences attracted to these Latino-inclusive casts and productions were not Hispanic.For more details and insights, download Latino Led Content and Viewers: The Building Blocks for Streaming Success.
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