Nielsen Report 2021

  • A September 2021 study by Nielsen found that Latinos are a quickly growing and diverse demographic in the U.S. that make up a large percentage of the media market, but are not adequately represented in entertainment. 

Hispanics are the secret to the growth and future success of America. But for too long, this group has been viewed as a single segment. Aside from being the largest racial or ethnic group in the U.S., Latinos are a diverse, intersectional group with different experiences, perspectives and expectations. Today’s U.S. Latinos are a reflection of the world’s diversity. Consisting of Asian Latinos, Afro-Latinos, white Latinos and more. Latinos are a community of limitless diversity yet firmly connected by our culture, our language and our shared experiences.

The U.S. Latino experience is hard to define and is often perceived as synonymous with the immigrant experience. But the truth is that most Latino youths are not immigrants. Two-thirds were born in the U.S. This young supergroup is optimistic about their futures and are bilingual and bi-cultural and place a high value on educational attainment and career success. This community also consumes media differently, and when it comes to inclusion and representation, has firm expectations of content creators, media platforms, and brands/advertisers.

Latinos have notably increased their political power, and are raising their voices everywhere from the boardroom to our classrooms to Capitol Hill. America is taking note and so are brands and advertisers. Latino buying power is projected to be $2.6 trillion in just about three years*, so let’s dive in and learn more about this “supergroup”, its intersectional identities and how brands can tailor their dialogue with America’s greatest untapped opportunity.

Read the entire report here