Tuesday, February 7, 2023

Latino representation on television in the US does not reach 6%

Los Angeles, 25 January. Latino representation on open television in the United States does not reach 6% despite the fact that Latino-led content is “good business,” according to a study conducted this Wednesday by market measurement company Nielsen.

The study found that although the Latino community represents 19% of the US population, its representation on broadcast television in English represents only 5.8%.

Hispanic representation on cable programming is less than 3.6%.

The largest representation of Latinos reached in subscription services (SVOD) with 8.6%.

An example of the good acceptance of Latino-led content on SVOD is the first season of “The Lincoln Lawyer,” starring Mexican-American actor Manuel Garcia-Rulfo, which premieres on Netflix in May 2022.

“The Lincoln Lawyer,” which tells the story of a Mexican-born attorney in Los Angeles, attracted 114,000 new viewers who had not watched any content on Netflix in the weeks leading up to its release date, according to a Nielsen study.

Overall, 24% of viewers who watched “The Lincoln Lawyer” were new to Netflix.

The study highlights that “broadcasting Latino-directed content is good business.”

The analysis found that 42% of the most engaging content in 2022 had Latino talent behind or in front of the camera.

The study also included television stations broadcasting in Spanish in the United States, which have 86.6% Latino representation in their content.

Nation World News Desk
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