A new study from Nielsen reveals that the U.S. Hispanic audience is making a significant move toward streaming platforms.
Its recent report titled "Hispanic Audience in Focus: Trust in Media – the Key Factor Driving the Shift to Streaming" delves into Hispanic viewership choices, as well as the factors influencing them.
In July 2023, Hispanic adults were found to dedicate more than half of their viewing time (50.7%) to streamed content — 13 percentage points higher compared to the general U.S. population (38.7%).
Streaming, which Hispanics believe to be the most relevant TV option for them, also faired higher for their demographic compared to other forms of media, such as broadcast (18.8%) and cable (16.2%)
Trust Is Key for Hispanics
Nielsen's insights emphasized trust as a key element for Hispanics when it comes to making decisions.
The report revealed that over half of Hispanic audiences prioritize quality and trustworthiness in media content, highlighting the importance they put on credibility and relevance.
Furthermore, 67% of Latinos watch content based on recommendations from friends and family. Meanwhile, only 48% of them watch based on recommendations from the platform, and an even smaller 45% watch content based on trailers and promotional videos.
When it comes to their purchasing habits, authenticity and connection play a big role in informing their decisions.
63% of Hispanics would more likely buy a product from brands where they feel represented, and a staggering 83% would favor a brand that they felt played a positive role in their community.
Trustworthy Content Remains Prevalent
The latest findings tie into a study conducted a month earlier, where it was revealed that only 48% of Latinos feel their values are shared by Americans and big brands.
Still, this opens an opportunity for brands, creators, and distributors to create inclusive and thoughtful ads and establish an ecosystem with the market built around trustworthy content.
"Our goal is to equip brands, agencies, and publishers with strategies to effectively engage the community, mindful of the complexities impacting their brand loyalty, trust, and overall media engagement," Stacie de Armas, Senior Vice President of Diverse Intelligence and Initiatives said in a statement.
Edited by Nikola Djuric