Posted on Sep 17, 2022
Latino viewers heavily influence the popularity of streaming shows, a study finds
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https://www.npr.org/2022/09/16/ [login to see] /latino-viewers-heavily-influence-the-popularity-of-streaming-shows-a-study-finds
A new study from Nielsen finds that Latino viewers not only love to watch shows on streaming platforms, but they also influence which are the most popular.
Researchers looked at 530 shows that streamed in 2021 and the first part of 2022 in English and Spanish. The study found nearly half of the shows considered the most "bingeable" had Latinos in front of and behind the cameras, as writers, directors and producers.
"I think that's a really important marker for how Latinos are influencing America's most watchable entertainment," says Stacie de Armas, Senior Vice President at Nielsen.
The study shows that Latino-led content attracted new viewers to streaming platforms, and then they stayed to watch other shows.
A new study from Nielsen finds that Latino viewers not only love to watch shows on streaming platforms, but they also influence which are the most popular.
Researchers looked at 530 shows that streamed in 2021 and the first part of 2022 in English and Spanish. The study found nearly half of the shows considered the most "bingeable" had Latinos in front of and behind the cameras, as writers, directors and producers.
"I think that's a really important marker for how Latinos are influencing America's most watchable entertainment," says Stacie de Armas, Senior Vice President at Nielsen.
The study shows that Latino-led content attracted new viewers to streaming platforms, and then they stayed to watch other shows.
Latino viewers heavily influence the popularity of streaming shows, a study finds
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PO1 William "Chip" Nagel
...""I'm curious, as a researcher, about the social science around this," she adds. "How does this perhaps influence identity formation of Latinos and other people's perception of Latinos?"
The study also showed that among the most popular recent shows for Latino viewers was HBO Max's Gordita Chronicles (the coming-of-age comedy about a young Dominican woman in Miami was canceled after its first season).
"It did attract a significant amount of new viewers to the platform just for that show," says de Armas. "Once they came to the platform, they watched Gordita Chronicles. They binged it. They stayed on the platform after the premiere and watched more content. And in fact, about 78,000 or 57% of that new audience was Hispanic."
...""I'm curious, as a researcher, about the social science around this," she adds. "How does this perhaps influence identity formation of Latinos and other people's perception of Latinos?"
The study also showed that among the most popular recent shows for Latino viewers was HBO Max's Gordita Chronicles (the coming-of-age comedy about a young Dominican woman in Miami was canceled after its first season).
"It did attract a significant amount of new viewers to the platform just for that show," says de Armas. "Once they came to the platform, they watched Gordita Chronicles. They binged it. They stayed on the platform after the premiere and watched more content. And in fact, about 78,000 or 57% of that new audience was Hispanic."
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