Exclusive: Young Latinos hopeful about media representation
A majority of young American Latinos say they feel represented in mainstream English-language U.S. media, according to a new survey shared first with Axios.
The big picture: Around one in four of members of Gen Z in the U.S. are Latino, according to the Pew Research Center, and their growing influence could transform media consumption and production.
By the numbers: 71% of young Latinos (Gen Z and Millennials) surveyed said they feel represented in mainstream, English-speaking media outlets in the U.S., according to the study by Latino Alternative Television (LATV) released Tuesday.
- 68% said they felt represented in Spanish-speaking media outlets in the U.S.
- 59% said U.S. news and entertainment media generally made them feel positive about being a young U.S. Latino.
Yes, but: 44% of those surveyed said U.S. mainstream English-language or Spanish-language media don't "get" Latino cultural nuances.
- 69% said they would be more interested in watching a show or movie if they knew that Latinos owned the media company or produced it.
Zoom out: Latinos, who make up 19% of the population, accounted for 29% of movie tickets sold in 2020, according to a study by the Motion Picture Association (MPA).
- But Latinos that year accounted for only 5.4% of movie leads and 5.7% of actors in any onscreen role, the annual Hollywood Diversity Report by the UCLA social sciences college shows.
What they're saying: "I think as much as we've made strides, the fact that up to 44% don't feel positively represented means mainstream media has a long way to go," Andres Palencia, CEO of LATV, a media company and national TV network that focuses on Latino content, tells Axios.
- LATV president Bruno Seros-Ulloa tells Axios Latinos want to be behind the cameras to tell their unique stories as well as general-market stories.
- "We're taking a stand now and the execs are finally listening."
Methodology: The LATV Survey was conducted by Wakefield Research online between Sept 18-28. The poll is based on a representative sample of 1,000 Latino adults (age 18 and 50) living in the U.S.
- The margin of sampling error is +/- 3.1 percentage points at the 95% confidence level, for results based on the entire sample.
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