1、Table of contentsCopyright 2023 The Nielsen Company(US),LLC.2Introduction3The Hispanic opportunity4The digital shift:Embracing new viewing trends4Streamings new majority:Hispanics5Uncovering trust:The Latino connection to content8Where Latinos see themselves:Genre representation9How Hispanics intera

2、ct with news10Hispanic audiences find more of what theyre looking for on streaming platforms11Reflections:How Hispanic generations see themselves in media13Unlocking trust:Building authentic relationships with Hispanic audiences14Building trust through community15Cultural connection:Balancing langua

3、ge and relevance in media choices among Hispanics16Hispanics tune in and turn up the volume16Conclusion18IntroductionBuilding strong ties with Hispanic audiences goes beyond producing inclusive content and effective ads.Its about navigating an ecosystem where brands,creators and distributors can con

4、nect with the multifaceted Latino community.Latinos value quality media and trustworthy contentthe factors that lend authenticity and affirm credibility,which influence content choices and how Latinos perceive the brands and platforms they encounter.Smart brands work within these ecosystems,boosting

5、 their standing and building loyalty among the community.In the evolving media landscape,one truth stands out with absolute clarity:the burgeoning opportunity within the Hispanic market.With a purchasing power of more than$2 trillion1,the Hispanic community is not just a key demographic segment,but

6、a dynamic force shaping the future of consumer behavior and brand engagement.The media landscape in 2023 reveals intriguing shifts for all consumers,but especially for Hispanics who are undeniably drawn to streaming and Spanish language-dominant Hispanics who continue to embrace broadcast television

7、.Theres a profound opportunity for brands to align with Hispanic consumers consumption preferences,tailoring content and advertising strategies to meet the communitys needs and values.This report is more than a reflection of the current state of media consumption for Hispanics.The insights here prov

8、ide an in-depth understanding of the unique authenticity signals and credibility markers that drive the Hispanic communitys choices with media and brands.Our goal is to equip brands,agencies and publishers with strategies to effectively engage the community,mindful of the complexities impacting thei

9、r brand loyalty,trust and overall media engagement.1 2022 Selig Center for Economic Growth,Terry College of Business,The University of Georgia2 2021 American Community Survey,U.S.Census BureauCopyright 2023 The Nielsen Company(US),LLC.3The Hispanic communityStacie de ArmasSVP,Diverse Insights&Intell

10、igenceEditors note:There is a rapidly evolving conversation about the profound differences between the terms Latinos(descendants from Latin America)and Hispanics(descendants from Spanish-speaking countries).Within this report,Hispanic and Latino are used interchangeably,following the guidelines of t

11、he U.S.Census.19%of the U.S.population234%identify as two or more races2up 629%from 201058%are age 34 and younger2$2.1 trillion buying power1The Hispanic opportunityWhen it comes to media,we vote with our eyes and our ears.And with an ever-expanding media landscape,audience preferences are pivotal.C

12、reators and distributors want their content to stand out from a crowded field aiming to capture not just viewership or listenership but meaningful engagement.For their investments,brands want to appear where their desired audiences are spending the most time and where their messages can truly resona

13、te.For Hispanic audiences however,engagement can be complexeven though this group has grown to account for one-fifth of the U.S.population.That complexity stems from the inherent nuances within the community.Incredible diversity,characterized by varied socio-economic factors,different language prefe

14、rences,a much younger demographic profile and an array of cultural experiences inhibits one-size-fits-all content or marketing strategies.Content that is representative of Latino values and perspectives are critical considerations for any creator,distributor or brand thinking about engaging with His

15、panic audiences.The challenge lies in recognizing the diversity within this community,and understanding that time spent with media is not just an indication of audience presence,but a measure of potential for message resonance and impact.The digital shift:Embracing new viewing trendsOn average,U.S.H

16、ispanic adults spend 8 hours and 41 minutes per day3 with media.Like all audiences,Hispanics spend the most time with television,but their engagement with TV differs from that of the general population.Thats because Hispanic audiences(especially younger people)remain at the forefront of cord-cutting

17、*,a trend we see reflected in the amount of time spent with traditional TV programming.In first-quarter 2023,among Hispanic adults 18+,live and time-shifted viewing accounted for slightly more than half of their total time with TV in first-quarter 2023,22%less than the general population.This is eve

18、n more pronounced for Hispanics 18-34,who spend just 28.1%of their time with live and time-shifted TV.Percentage of time spent with live and time-shifted TV 2022-2023Copyright 2023 The Nielsen Company(US),LLC.418-3418+35-4950-6420%40%60%80%70%50%30%Q2 2022Q3 2022Q4 2022Q1 2023General populationHispa

19、nics34.6%33.3%53.3%48.3%50.1%46.4%30%31.2%31.6%31.6%28.3%28.1%51.5%45.5%46.5%43.2%69.1%64.9%66.4%64.1%67.8%64.6%65.3%62.7%58.2%50.2%53.6%53.6%74.2%71.4%72.3%69.6%Source:Nielsen National TV Panel*Cord-cutting:The practice of canceling or forgoing a traditional cable television subscription or landlin

20、e telephone connection in favor of an alternative Internet-based or wireless service.Many consumers“cut the cord”to reduce costs and gain access to streaming services through platforms like Netflix,Hulu,and Amazon Prime.3 Nielsen National TV Panel,Q1 2023U.S.Hispanics spend just under 9 hours with m

21、edia each dayStreamings new majority:HispanicsGiven their preference for streaming content,its not surprising that Hispanic audiences spend a significantly larger portion of time accessing content through connected TV(CTV)4 devices.In the first quarter of this year,Hispanic adults age 18-49 spent th

22、e majority of total time with TV with content they accessed from the internet.U.S.Hispanics spent more than 30 billion minutes with connected TV in the first quarter of 2023Percentage of time spent with connected TV20%40%30%50%70%60%80%Q2 2022Q3 2022Q4 2022Q1 202366.7%70%68.4%71.7%General population

23、Hispanics18-3418+35-4950-6441.8%46.4%46.4%49.1%32.2%35.4%34.7%37.3%30.9%35.1%33.6%35.9%46.7%51.7%49.9%53.6%48.5%54.5%53.4%56.8%65.4%68.4%68.8%71.9%25.8%28.6%27.7%30.4%Source:Nielsen National TV Panel4 CTV refers to any television that is connected to the internet.The most common use case is to strea

24、m video content.Copyright 2023 The Nielsen Company(US),LLC.5Copyright 2023 The Nielsen Company(US),LLC.6Streaming50.7%Other14.3%Cable16.2%Broadcast18.8%Other streaming16.3%13.1%7%3.5%3.4%3%1.7%1.1%Streaming dominates Hispanics TV viewingBroadcast:significant engagement with Spanish-language dominant

25、 HispanicsThe gravitation to CTV is partially due to the perceived authenticity of the programming available on streaming services.With so much choice available,these services have the ability to provide diverse,representative and accessible content that Hispanic audiences are looking for,thereby ea

26、rning their engagement over other options.Traditional broadcast TV continues to command significant engagement among Hispanics who primarily speak Spanishhighlighting the enduring role of broadcast media as not just a source of entertainment,but also a vital cultural touchstone for Spanish-dominant

27、Latinos.Source:National TV Panel and Streaming Platform Ratings,July 2023Source:National TV Panel and Streaming Platform Ratings,July 2023Notes:Hulu does not include Hulu Live.YouTube does not include YouTube TV;“other streaming”includes any high-bandwidth video streaming without MVPD/vMVPD on telev

28、ision that is not individually broken out.Providers with less than 1%share of viewing are included in“other streaming.”Source:Nielsen Attitudes on Representation Supplemental Study,202274%of Hispanics say they use one or more streaming services in a day in any typical weekOtherCableStreaming Broadca

29、st14.3%11.9%11.6%18.8%28.2%20%16.2%12.4%29.6%50.7%47.5%38.7%HispanicHispanic-Spanish dominantTotal U.S.Hispanic viewing shifts:Cable declines,broadband connections surgeThe viewing trends among Hispanics largely reflect their TV household profiles.As of May 2023,only 42%of Hispanic TV homes were tra

30、ditional cable homes,down from 49%a year earlier5.And as engagement with cable has declined,accessing TV content through an internet connection has increased.As of May 2023,27%of Hispanic homes accessed TV content using a broadband internet connection,which is up nearly 20%in just one year.The perce

31、ntage of Hispanic homes that access TV content through a broadband connection increased 20%in the last yearSource:Nielsen National TV panel,May 2023Source:Nielsen National TV panel,May 2023*A service where users pay a regular subscription fee to access unlimited streaming content.Examples include Ne

32、tflix and Hulu.Subscription video on demand*penetration among Hispanic households is 89%5 Nielsen National TV PanelContent availability and trust affect viewing choicesDespite the current enthusiasm for streaming,the streaming landscape is not static.Shifts in the availability of diverse content lib

33、raries and the current industry strike could significantly alter the quality of the streaming experience for Hispanic viewers.Downstream,these factors could further inhibit the supply of Latino-created content.Although the strikes undeniably disrupt all content production,they may disproportionately

34、 impact underrepresented communities,like Latinos.A resultant drop in relevant content could inspire Latinos to look elsewhere,including social media and user-generated videos.Any shift like this could mean the industry loses their valuable contributions as creators and their critical votes as viewe

35、rs.To understand how to maintain momentum with these viewers,we must examine the factors that build trust and create resonance within the Hispanic community.Copyright 2023 The Nielsen Company(US),LLC.7Uncovering trust:The Latino connection to content The key to establishing connections with Hispanic

36、 audiences?Understanding the factors that lend authenticity and affirm credibility,inform content choices and how Hispanics perceive the brands and platforms they engage with.In the recent We Are All Human and Nielsen Hispanic Sentiment Study,powered by Toluna,over half of Hispanic respondents indic

37、ated that quality and trust in media content are very or extremely important.This highlights the importance that this demographic places on the credibility and relevance of their media consumption.The Latino community has a unique connection with their chosen content.Its driven by trust,recommendati

38、ons from friends and family,and social influence.In fact,67%of Latinos6 say they find content to watch primarily based on recommendations from friends and family.6 Nielsen Attitudes on Representation in Media Supplemental Study,2022Marketing from the platform25%Collections for themed programming28%B

39、uzz on social media28%Entertainment news/reviews36%Trailers/promotional videos45%Recommendations from the platform48%Recommendations from friends/family67%Note:The percentages reflect responses to this question:How do you find representative programming you enjoy watching?Source:Nielsen Attitudes on

40、 Representation in Media Supplemental Study,2022 Copyright 2023 The Nielsen Company(US),LLC.8Despite the ubiquity of social media,however,it plays a less significant role in shaping Latino viewing choices.In fact,72%of Hispanics say that social media does not factor into their content selection proc

41、ess,underscoring the power of trust and personal connections within the community.Source:2023 Hispanic Sentiment Study by WeAreAllHuman and Nielsen,powered by TolunaOver 50%of Hispanic respondents value media quality and trust Word of mouth:A powerful player in Hispanic video engagement How do you f

42、ind representative programming you enjoy watching?Copyright 2023 The Nielsen Company(US),LLC.9Where Latinos see themselvesHispanic audiences still feel that streaming platforms,which offer so much more choice than traditional TV,provide the most relevant content.7 Nielsen Attitudes on Representation

43、 in Media Supplemental Study,202232%33%25%10%Animation10%11%34%45%Comedy9%27%25%39%Documentaries7%34%25%34%Information or news13%26%53%8%Drama13%38%30%Variety programs19%42%29%11%Sports18%8%36%49%Feature films or movies7%15%20%45%Romance20%Rank:Not applicableLeastModerateMostStreaming servicesBroadc

44、ast TV(non-cable channels;live or recorded)Cable TV(live or recorded)No difference0%20%40%60%80%100%Streaming51%Broadcast16%Cable16%No difference17%When it comes to feeling represented in media,Latinos primarily find representation within dramas and feature films7,highlighting a perceived lack of au

45、thentic Latino portrayals in many of televisions most-watched genres,including reality/variety,news and sports.This disparity illuminates an opportunity for greater,more authentic representation within these popular genres both on and off the screen.Note:The percentages reflect responses to this que

46、stion:Which TV option is most relevant to your identity group?Source:Nielsen Attitudes on Representation in Media Supplemental Study,2022 Android UsersNote:The percentages reflect respondent rankings about the most-representative genres.Source:Nielsen Attitudes on Representation in Media Supplementa

47、l Study,2022 Android UsersHispanic audiences believe streaming content is most relevant for them Which TV option is most relevant to you?Hispanic representation is limited across genres Which genres do you find most representative?U.S.Hispanics have a complex relationship with newsHispanics have dif

48、ferent perceptions of media depending on birthplaceSource:Scarborough USA+;2022 Release 2Source:Scarborough USA+;2022 Release 2Read as:Hispanics are 15%more likely than the general population to agree that they get all of their news from TV programming.Read as:Hispanics who were not born in the U.S.

49、are 31%more likely than the general population to agree that they get all of their news from TV and are less likely to have digital or printed news sources.Within the Hispanic community,trust in news media is a bit more complex,especially considering the influence of Spanish-language programming,whi

50、ch younger generations view as more trustworthy than mainstream English language options8.The higher trust in Spanish-language media among younger generations highlights the crucial role of representation and authenticity.These factors can either build or break trust.A full 39%of Hispanic adults agr

51、ee that they trust most news sources,yet 73%report they dont trust news on social media.However,69%agree that local news is a reliable source.Hispanics are discerning news consumers,with many actively seeking varied perspectives while valuing local news.SPOTLIGHT8 We Are All Human and Nielsen Hispan

52、ic Sentiment Study,powered by Toluna70%67.3%46.5%44.4%43.6%17.6%Trust in news sources among Hispanics:Born outside of the united statesI pay close attention to local newsI pay close attention to the national newsI get all of my news from TV programmingI get most of my news from international sources

53、I avoid watching or listening to the newsI have paid subscriptions to many sources of digital and printed news72.6%69%67.8%60.8%53.3%48.9%40.8%Trust in news sources among HispanicsI dont trust news on social mediaLocal TV news is a reliable sourceI get most of my news onlineI dont trust most news so

54、urcesI dont watch the news because it is too negativeI get most of my news through social mediaI get all of my news from TV programmingHow Hispanics interact with newsMore than two-thirds of Hispanics say local TV news is a reliable source of informationYounger generations of Hispanics find Spanish

55、language programming more trustworthyCopyright 2023 The Nielsen Company(US),LLC.10Source:2023 Hispanic Sentiment Study by We Are All Human and Nielsen,Powered by TolunaSource:2023 Hispanic Sentiment Study by We Are All Human and Nielsen,Powered by TolunaCopyright 2023 The Nielsen Company(US),LLC.11*

56、Without Spanish-language networksSource:Gracenote Inclusion AnalyticsDespite the wealth of choice across streaming services,Hispanic audiences still believe theres not enough representative TV content for them.Hispanic audiences are 19%more likely than the general population to say they feel underre

57、presented in TV and films.Given the amount of time Latinos spend with CTV,this sentiment has merit,as Hispanics had just a 8.5%share of screen11 in streaming content in the first two quarters of 2023.Progress is being made,however,as Hispanic share of screen and share of cast12 have increased in str

58、eaming content on a year-over-year basis.Hispanic share of screen Q1 and Q2 2023LatinoCableBroadcastBroadcast*Total TV*Streaming8.5%4.9%6%6%Total TV13.5%22%Hispanic audiences find more of what theyre looking for on streaming platformsThe preference for content on streaming platforms among Hispanics

59、extends beyond convenience and variety.Younger generations of Hispanics find that their personal values are better echoed in the TV shows and movies on streaming platforms.This alignment between content and cultural values translates to a higher level of trust with these content optionsand ultimatel

60、y,engagement time,especially among younger viewers9.Despite the rise of streaming,its important to note that broadcast TV still plays a pivotal role among Latino viewers.High-profile events like the Womens World Cup or the Super Bowl attract large Hispanic audiences,especially Spanish-language broad

61、casters who have developed strong ties with viewers over the years.In fact,Hispanic viewers are most likely to consider broadcast TV relevant to their identity group,with 16%10 affirming this importance.With seemingly endless options,the appeal of streaming services is clear.In the U.S.alone,approxi

62、mately 84%of the 1 million video titles available to audiences are on streaming services.9 2023 Hispanic Sentiment Study by We Are All Human and Nielsen,Powered by Toluna10 The Nielsen Attitudes on Representation in Media Survey,April 202211 Share of screen,from Gracenote Inclusion Analytics,is the

63、percentage of an identity group that appears on screen.12 Share of cast is the identity group cast count divided by the total cast count weighted by episode occurrenceDistinct video titles:the U.S.LinearStreamingTotal unique titles254,689886,1671,056,179Note:Some titles are available on linear and s

64、treaming services.Source:Gracenote Global Video Data;June 2023More content,less connection:Where to watch?With representation across streaming services below parity13even amid the nearly 800,000 titles originally produced in Spanish14nearly 30%of Hispanics say they have trouble finding something on

65、TV to watch15.In fact,our latest Attitudes on Representation on TV Study found that Hispanic audiences were the most likely to say that representation has declined in accuracy since 2021.This suggests that even though representation is increasing,especially on traditional TV,Hispanics arent always f

66、inding accurate representation.13 Below parity means that representation in content is less than the U.S.Hispanic population.14 Gracenote Global Video Data15 Nielsen Scarborough USA+2022,Release 2;29.5%of Hispanics say they mostly or completely agree with this statement:“I have trouble finding somet

67、hing to watch on TV.”Copyright 2023 The Nielsen Company(US),LLC.12Hispanic audiences believe accurate representation has declined in 2022Hispanic95101574973644422110114AANHPIBlack/AfricanAmericanNative/IndigenousWhite20222021Source:Attitudes on Representation in Media Study,April 2022Read as:Percept

68、ions about accurate representation among Hispanics declined 6 points between 2021 and 2022.My values are largely shared and reflected in popular TV shows and movies(Strongly/somewhat agree)Gen Zage 18-26Millenialsage 27-42Gen Xersage 43-58Boomersage 59-77Maturesage 78+56%63%42%29%23%Source:2023 Hisp

69、anic Sentiment Study by We Are All Human and Nielsen,Powered by TolunaReflections and divides:How Hispanic generations see themselves in mediaThere is a divergence in media choices among different generations within the Hispanic community.While younger Hispanics are more drawn to streaming servicesw

70、here they perceive their values to be more accurately reflectedolder generations lean more toward news and broadcast programming.This preference mirrors the trust that older Hispanics have in more established platforms.This generational difference is further amplified in the recent study.Younger His

71、panics display higher trust levels in Spanish-language news and media over mainstream outlets,a clear testament to their search for content that resonates with their cultural identity and values.This is not to suggest,however,that all Hispanics believe their values are sufficiently mirrored in these

72、 media forms.Just over one-third of younger Hispanics and around 40%of those with higher education feel that TV shows and movies aptly reflect their values.Interestingly,this perception varies among different cultural backgrounds and socio-economic classes.Those of Mexican heritage and urban Hispani

73、cs find their values best echoed in TV shows,movies and news media.Yet,less than half of higher-income Hispanics and those of Cuban heritage believe their values are well represented.The contrast is stark with older Hispanics,where almost half feel that their values are not mirrored in media.SPOTLIG

74、HTSource:2023 Hispanic Sentiment Study by We Are All Human and Nielsen,Powered by TolunaLatinos aged 43 years and up feel that their values are not reflected in popular TV shows and moviesCopyright 2023 The Nielsen Company(US),LLC.13Actively engage with the communityMaintain a consistent brand posit

75、ioningDemonstrate responsibilityAdvocate for authentic representationEnsure cultural relatabilityUnlocking trust:Building authentic relationships with Hispanic audiencesThe key to effectively engaging the Hispanic community depends on understanding the critical nuances within this rich tapestry of c

76、ultures.A potent mix of cultural relatability,authenticity and inclusion will be the touchstones of successful interactions.Trust building is not an abstract concept;it demands a deep understanding of the individuals that make up the community.These principles,when thoughtfully executed,can foster l

77、oyalty and patronage within the influential Hispanic demographica demographic that stands ready to reward authentic inclusion.Brands and media companies can turn these insights into action by adhering to several key authenticity signals:In essence,understanding and respecting the diverse dynamics wi

78、thin the Hispanic community is not just a social responsibility;its 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 Hispan

79、ic audience.Copyright 2023 The Nielsen Company(US),LLC.1463%of Hispanics say theyre more likely to buy from brands that represent people like them in their advertisingSource:2023 Hispanic Sentiment Study by We Are All Human and Nielsen,Powered by TolunaCopyright 2023 The Nielsen Company(US),LLC.15Bu

80、ilding trust through communityImportantly,representation,inclusion and cultural relevance are important well before consumers make purchase decisions.People are constantly exposed to brand messaging,and consumers recall brand messages even when theyre not considering a purchase.Thats why building st

81、rong brand sentiment,via authentically engaging with the community,is a critical step,regardless of where a person is within a purchase cycle.More than 83%of Hispanic respondents said they would think more favorably of a brand if they felt it was playing a positive role in the community.Among Millen

82、nials and Hispanics 78 and older,the percentage rises to 85%.Sentiment toward brands that make a positive impact on the communityLikelihood of becoming a customer when a brand has a positive impact on the communityMatures(78+)10%5%20%65%Baby Boomers54%4.2%5.9%8%28%Gen X51.5%2.8%4.3%9.5%31.8%Millenni

83、als46.8%3.8%2.7%8.5%38.2%Gen Z46%4%3%10.4%36.6%82.6%85%Not at allA bitSomewhatMuchNot sureSomewhat+much83.3%82%85%Matures(78+)5%20%65%10%Baby Boomers50.9%4.2%5.2%10%29.8%Gen X49.9%2.8%4.7%7.7%34.9%Millennials47.7%2.9%3.5%8.7%37.2%Gen Z44.4%4%3%11.3%37.3%Not at allA bitSomewhatMuchNot sureSomewhat+mu

84、ch81.7%84.9%84.8%80.7%85%When brands build positive sentiment with consumers,the consumers are more likely to become a customer when they ultimately seek to make a purchase.Source:2023 Hispanic Sentiment Study by We Are All Human and Nielsen,Powered by TolunaSource:2023 Hispanic Sentiment Study by W

85、e Are All Human and Nielsen,Powered by TolunaSource:2023 Hispanic Sentiment Study by We Are All Human and Nielsen,Powered by TolunaCopyright 2023 The Nielsen Company(US),LLC.16Cultural connection:Balancing language and relevance in media choices among HispanicsWatching TV shows or consuming other fo

86、rms of media holds different layers of significance for different audiences.For Hispanics,the focus isnt solely on language proficiency or the language in which the content is delivered.Instead,its about striking a balance between language preference and the relevance of the content.Our data highlig

87、hts this complex relationship.Forty percent of Hispanics state that its important for shows to be in their preferred language,while an additional 32%find it somewhat important.Interestingly,this contrasts with 70%of non-Hispanic whites who find language an important factor in their media choices.The

88、se numbers challenge a common perception because they show that Hispanics are highly adaptable when it comes to language;they are open to consuming content in either Spanish or English,provided the content is culturally meaningful and resonant,demonstrating that shared experiences can be more pivota

89、l than language itself.The finding for media and advertisers is clear:Focus not just on the language of delivery,but also on creating content that fits seamlessly into the cultural tapestry of Hispanics lives.Importance of watching shows in a preferred languageNot importantNot very importantSomewhat

90、 importantImportantVery important0%20%40%60%80%100%HispanicWeighted%sNot Hispanic9%16%32%40%9%17%70%Data reflects responses to this question:When thinking about TV shows you watch,how important is it for you to watch shows in your preferred language?Top 2 radio formats for Latinos:Mexican regional a

91、nd Spanish contemporaryHispanics tune in and turn up the volumeHispanics are avid audio consumers.Radio,for example,reaches 94%of Hispanic adults16,higher than its 90%reach across the general population.Radios reach among the 18-49 demo is just as high,also at 94%.The importance of Spanish language

92、media is very clear through the lens of radio,as Mexican regional,Spanish contemporary/Spanish hot adult contemporary are the top two formats among Hispanic adults 18 and older.Monthly radio reach and top formatsSource:Nielsen RADAR March 2023Hispanic 18+Top 3 formats(audience share)Top 3 formats(au

93、dience share)Top 3 formats(audience share)Hispanic adults 18-34Hispanic 18-49Monthly reach(000)94%of population40,666Monthly reach(000)91%of population16,536Monthly reach(000)94%of population28,846123Mexican regional14.7%Spanish contemporary +Spanish Hot AC10.5%AC8.5%123Mexican regionalPop CHR12.9%S

94、panish contemporary +Spanish Hot AC9.4%8.9%123Mexican regionalPop CHR15.6%Spanish contemporary +Spanish Hot AC10.6%8.3%16 Nielsen RADAR,March 2023Source:Attitudes on Representation in Media Supplemental Study,2022 Android users17 Source:Nielsen Scarborough Podcast Buying PowerBut when it comes to ne

95、ws,Hispanics are 13%more likely than the general population to listen to podcasts.Much like streaming video,the podcast landscape offers significantly more choice than traditional channels,and more than 3.5 million Hispanics are avid podcast news listeners17.The growth in podcast listenership within

96、 the Hispanic community has come from relatively recent engagement.In fact,our latest consumer sentiment study found that 49%of Hispanic podcast listeners started listening within the past two years.And whats more,more than 60%of Latino listeners are listening more often and to more titles.Copyright

97、 2023 The Nielsen Company(US),LLC.17Latinos are listening more frequently and to more titlesFrequency of podcast listeningNumber of podcasts60%37%3%62%34%4%LessSameMoreSource:Nielsen Custom Consumer Sentiment Study,March 2022ConclusionIn an ever-changing media landscape,the Hispanic communitys diver

98、se preferences and behaviors offer rich opportunities for meaningful connection.From seamless language flexibility to a desire for authenticity and positive community impact,these insights reveal key pathways to resonating with one of the most influential communities in the U.S.Understanding and emb

99、racing these findings can foster a deeper,more inclusive connection with Hispanic culture and media.The channels are open,and the potential for engaging,relevant content is abundant;its time to tune in,listen and connect.Copyright 2023 The Nielsen Company(US),LLC.18MethodologyTelevision methodology

100、Television data is derived from Nielsens National TV Panel that is based on a sample of over 41,000 homes that are selected based on area probability sampling.The Nielsen Attitudes on Representation in Media(and supplemental survey 2022)Survey of over 2,000 Android and iOS users fielded by Nielsen E

101、lectronic Mobile Meter(EMM)Panel weighted for age,gender,race,ethnicity and income for Android and iOS users mobile phone users conducted in Fall 2022.Gracenote Inclusion Analytics Designed to accelerate diversity and equity in media,Gracenote Inclusion Analytics illuminates representation of on-scr

102、een talent compared with audience diversity.The solution empowers content owners,distributors and brands to make better informed decisions around inclusive content investments.https:/ ScarboroughNielsen Scarborough USA+2022 Release 2.Scarborough measures the unique shopping patterns,product usage,de

103、mographics,lifestyles and cross-media behaviors of the American consumer at a local,regional or national level,giving the ability to profile over 2,000 measured categories and brands.Streaming Platform RatingsAudience measurement data that details the amount of time consumers spend streaming and on

104、which platforms.We Are All Human and Nielsen Hispanic Sentiment Study,powered by TolunaNationally representative online survey in English and Spanish among 2,500 U.S.Hispanics conducted April 19-May 12,2023.Nielsen RADARRADAR reports national and network radio listening across all Nielsen Audio mark

105、ets(both PPM and Diary)and is based on a rolling one-year average of 400k respondents.AcknowledgmentsSandra Sims-WilliamsWilliam QuinnStacie de ArmasSuzanne Alexander Pat RatulangiCharlene Polite CorleyBrian FuhrerChris QuickBrian CampbellVeronica HernandezClaudia Romo EdelmanEthnifactsAbout Nielsen

106、 Nielsen shapes the worlds media and content as a global leader in audience measurement,data and analytics.Through our understanding of people and their behaviors across all channels and platforms,we empower our clients with independent and actionable intelligence so they can connect and engage with their audiencesnow and into the future.Nielsen operates around the world in more than 55 countries.Learn more at and connect with us on social media(Twitter,LinkedIn,Facebook and Instagram).Audience Is EverythingCopyright 2023 The Nielsen Company(US),LLC.19