聚焦西班牙裔受众：对媒体的信任-推动向流媒体转变的关键因素（英）

Table of contentsCopyright © 2023 The Nielsen Company (US), LLC.2Introduction3The Hispanic opportunity4The digital shift: Embracing new viewing trends4Streaming’s new majority: Hispanics5Uncovering trust: The Latino connection to content8Where Latinos see themselves: Genre representation9How Hispanics interact with news10Hispanic audiences find more of what they’re looking for on streaming platforms11Reflections: How Hispanic generations see themselves in media13Unlocking trust: Building authentic relationships with Hispanic audiences14Building trust through community15Cultural connection: Balancing language 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. It’s about navigating an ecosystem where brands, creators and distributors can connect with the multifaceted Latino community. Latinos value quality media and trustworthy content—the 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 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 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. There’s a profound opportunity for brands to align with Hispanic consumers’ consumption preferences, tailoring content and advertising strategies to meet the community’s needs and values.This report is more than a reflection of the current state of media consumption for Hispanics. The insights here provide an in-depth understanding of the unique authenticity signals and credibility markers that drive the Hispanic community’s 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 their 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 & IntelligenceEditor’s 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 an