Latinos are significant consumers of media and entertainment. Comprising around 19% of the U.S. population, they account for 24% of box office ticket sales and 24% of streaming service subscribers. These figures highlight a great opportunity, and not just for Hollywood!
These numbers speak to an opportunity gap in Latino representation in Hollywood – but the reality is more complex; let’s deep dive.
Money Talks, You Should Listen!
Per a recent study by McKinsey & Company, Hollywood could generate an additional $12 to $18 billion annually— 7 to 10 percent of today’s $179 billion—if Latino representation improved. This presents a clear financial incentive for the industry to invest in Latino talent and stories.
Worldwide, revenue for movies with Latinos in above-the-line roles, which can include producers, directors, writers and lead actors, outperform those without, and not by a small number, rather a whopping 58% from 2013 to 2022.
Additionally, TV shows with at least one Latino in an above-the-line role outperform in median ad impressions by 60%! Further quantifying that diverse representation can drive better engagement and profitability in television.
With a universal appeal to audiences regardless of their background, Latino artistry and creative projects demonstrate a largely untapped opportunity in the entertainment business.
Understanding the Latino Audience
Effectively reaching Latinos requires a nuanced understanding of the cultural diversity; not only inviting Latino talent, but also understanding the complex Latino audience, which is not a monolithic identity encapsulated by a single label. Originating from over 20 countries, each with their own regional differences and wide range of cultural backgrounds, traditions, behaviors, and experiences, that must be acknowledged and recognized to create relatable and compelling messages AND stories. Just because a Mexican sombrero is slapped on an ad, doesn’t mean all Mexicans will tune in!
Connecting with Latino Audiences
How to connect with Latino audiences? Start with basic research followed by authentic engagement. A third generation Latino, meaning the grandson of a Latino immigrant, may not hold the same cultural views and values than a recently arrived immigrant, even if they hail from the same country, or even the same town.
Talking to them directly, learning about their preferences and values is essential in shaping the sales and outreach efforts. There are companies (like COOL for instance, wink wink!) that help by gathering data, analyzing it and providing the key insights to build the strategy that engages this untapped market.
Bonus tip: research may indicate that offering more ethnic snacks in the concession menu may increase movie traffic AND food sales. Knowing your audience and their preferences is a key driver to effective and authentic engagement. Churros anyone?
Authentic Portrayals Matter
Recent successful stories demonstrate that the best way to portray Latino characters is by integrating their cultural background into their overall personality. Latinos are real people with diverse stories and issues. While some do hold their cultural values and traditions very closely, others are simply aware of them, using these cultural elements to enrich their daily experiences.
Although maids and laborers are honorable roles, moving beyond stereotypes is essential to connecting with Latinos, demonstrating respect and understanding of their cultural heritage and societal contributions. Latinos are present in all sectors of the job market, thriving in roles as diverse as astronauts, public office, artists, athletes, doctors and more. Some are superheroes, while others are depicted in fantasy settings. It’s important to reflect on the full spectrum of their experiences.
With Latinos, the time to play it safe and stick to conventional portrayals is over. The McKinsey study presents a compelling business case for improving Latino representation. Engage with them meaningfully, ensuring they don’t feel like an afterthought. Be bold- the audience will appreciate it. If you are unsure how to approach this (or us, Latinos!) contact us – we can help.
Graphics Sources: McKinsey & Company. Graphics: COOL
Blog image: @scyther5 from Getty Images
