Latinos are more likely to flip through TV shows when they see themselves on screen, a Nielsen study found

The report, released Wednesday, examines how Latinos watch television and the impact of representation, both on and behind the camera.

Streaming platforms accounted for nearly half of Latino TV viewing in the United States in July, the report said. About 23.1% was traditional broadcast or live TV, and 20% was cable.

Compared to the overall US population, Latinos spent less time watching traditional live television in the first quarter of this year. People in the US watched a total of about 20 hours each week, while Latinos watched only 18 hours, according to the Nielsen report.

From 2021 to the first quarter of this year, researchers looked at the 530 most broadcast shows in the US and identified what attracted Latino viewers.

They found that shows where Latinos only worked behind the scenes had an average of 25.2% cultural visibility. Meanwhile, shows with Latino representation behind and in front of the camera saw a nearly 10% increase in viewership, to 34.2%, the report said.

Of the 530 shows analyzed, only 36 had the same percentage of Latino population representation, which is 19 percent, the report said.

Of the 134 shows considered highly bingeable on an industry scale, 56 had Latino representation on at least one side of the camera.

Stacie de Armas, Nielsen’s senior vice president of Diverse Insights and Initiatives, said the report shows “it’s clear that inclusion plays an important role in Latino content bingeability and cultural visibility.”

“It is also significant that Latino-directed content not only serves Latino audiences, but also attracts new viewers and subscribers to the platforms, who stay longer and consume more content, which demonstrates the power of Latino-directed content,” added de Armas.

The Nielsen report comes as Latinos in every corner of the industry and even some in the political arena have criticized the lack of representation in recent years.

Last year, the US Government Accountability Office published a report that Latino workers made up about 12% of the workforce in the entire media industry, including film, television, publishing and news. The percentage of Hispanic workers in 2019 is lower than the percentage of all other industries, the report noted.

A 2020 audit of Netflix’s diversity by the USC Annenberg Inclusion Initiative revealed that of the more than 300 movies and scripted series published on the platform from January 2018 to December 2019, only 4.5% of the lead casts went to Latino actors and filmmakers. -year interval At the time, Netflix said it needed to greenlight more original Latinx content.