Media Industry Is Losing Billions of Dollars Due to Lack of Latin Representation, New Report Finds (Exclusive)

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As a lifelong fan of diverse representation in media, I can’t help but feel both disheartened and energized by the Latino Donor Collaborative’s 2024 report. On one hand, it’s disappointing to see that despite making up such a significant portion of the population, Latin folks are still underrepresented in media. But on the other hand, the potential for growth and change is enormous!

Although Latinos comprise almost a fifth of the nation’s population, they are still significantly absent from various forms of media, which represents a substantial commercial setback.

The 2024 report by The Latino Donor Collaborative reveals that increasing authentic Latin representation in television and movie productions could potentially boost the entertainment industry’s annual earnings by between $12 billion and $18 billion.

Based on the findings of the report, films featuring Latino characters in key creative roles from 2013 to 2022 outperformed those without by an impressive 58% at the global box office. It’s worth noting that Latinos account for 24% of all movie ticket sales. Their impact is underscored by their prominent presence in blockbuster hits such as “Inside Out 2,” where they constituted 40% of viewers, and “The Super Mario Bros. Movie,” which boasted a 41% Latino audience.

According to the latest findings, Latinos make up just 8% of on-screen characters in major productions, with a dismal 2% playing lead roles, 1% as co-leads, and 5% in ensemble casts. Behind the scenes, Latin directors represent only 8%, while screenwriters account for merely 4%.

Among the various ethnic groups featured in the report on streaming movies, those of Latin descent were the least represented, making up just 6%. However, Prime Video distinguished itself with a notable representation, boasting that 30% of its main cast members are of Latin origin. The percentage of Latin directors in streaming films has also grown, rising from 5.6% last year to 10%. Similarly, the number of Latin screenwriters has increased, moving from 6.9% to 8%.

Regarding television programs, the LDC study examined both scripted and non-scripted content, along with both streamed and broadcast offerings. For scripted series, it was found that Latin actors accounted for approximately 9.8% of the primary cast in lead, co-lead, or group roles.

From the study’s examination of 198 TV series, just 11 of these shows featured a Latin actor as the main character. On-screen representation was also found to be unequal in broadcast television, with Latin individuals making up just 13% of the primary cast members overall.

The scenario with streaming platforms was particularly disheartening, as it seemed even more unbalanced. To put it into perspective, Latin actors accounted for just 10% of the primary roles and 7% of leading roles. In comparison, Apple TV+ had a notable 17% Latin representation in lead roles. Unfortunately, Disney+ didn’t feature a single Latin individual in any main cast, while Netflix only managed to include 7%.

In unscripted TV shows, Latin individuals occupied approximately 5% of the hosting, presenting, and narrating positions, as well as around 5% of the participating or contributing roles. Furthermore, they made up roughly 6% of the judging or expert roles.

Based on the findings of the report, reaching equal representation in the market would necessitate a threefold increase in the number of lead roles for Latinos in scripted programs, as well as a substantial boost in their involvement both on-camera and in key decision-making positions such as executive roles.

This year’s data shows a trend similar to the LDC’s 2023 report, with a significant shift among young Latin individuals (about a quarter of the total youth population) moving away from conventional media towards social media platforms such as YouTube and TikTok. These platforms are preferred because they offer more genuine portrayals that resonate with them.

This particular crowd is proactively opting out of backing businesses that prioritize communities less, as about two-thirds (63%) express a lack of genuine representation in today’s media environment.

See the full report, complete with calls to action here at 4 a.m. PT.

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2024-09-11 13:24