Empower yourself with the most mind-blowing and utterly infuriating findings of the 2022 Latinos in Media Report©, as well as some key takeaways from my conversation with Ana Valdez, President & CEO of Latino Donor Collaborative. We have the numbers and financial power to demand change.
While so many are celebrating the idea that Latines are making history after the 2023 Emmy nominations were announced on July 12, 2023, I’ve been quietly fuming over here because it’s not enough that Jenna Ortega, Pedro Pascal, Camila Morrone, and Aubrey Plaza are being recognized for their tremendous talents. Not when 2022 was a particularly dismal year for Latine representation in mainstream media. Also, let’s not forget the loss of shows and movies like The Gordita Chronicles and Batgirl that were barely even given a chance to thrive.
Don’t believe me that things are dismal for Latines in mainstream media? I have receipts in the form of the 2022 Latinos in Media Report© compiled by the Latino Donor Collaborative (LDC). What I learned from studying the report and talking to Ana Valdez, the President and CEO of LDC, is that if Latines were truly represented the way we deserve to be by Hollywood, we would be seeing so many more Latines getting flowers for their talents in terms of nominations and awards. And just to clarify, by “represented the way we deserve,” I mean being represented in mainstream media in the same numbers that we actually exist in the real world.
“The U.S. Latino Population is the largest minority and the most underrepresented group in media. Latinos represent 19% of the American population. Yet, on-screen representation of Latinos in streaming is 9.29%, in cable a low 2.33% and in English language broadcast 5.42%.” – Latinos in Media Report©
I want to share with you what I found to be some of the most mind-blowing and sometimes utterly infuriating findings of the 2022 Latinos in Media Report©, as well as some key takeaways from my conversation with Ana Valdez, President & CEO of Latino Donor Collaborative, because as upsetting as much of the information is, it’s also empowering.
The truth is that we have the numbers and financial power to demand change NOW. Not only that, but the powers that be in the media cannot gaslight us and say they are trying to do better, because we have the data to prove that NO THEY ARE NOT; they are actually doing worse!
What is the 2022 Full-Year LDC Latinos in Media Report©?
It’s a five-year benchmark that measures U.S. Latino representation in shows and films.
Findings from the 2022 report:
- The U.S. Latine cohort is generating $2.8 trillion in GDP, making it the fifth-largest economy in the world— larger than the economies of France, the U.K., and India.
- U.S. Latines represent 19% of the American population, making us the largest minority and the most underrepresented group in media.
- On-screen representation of Latinos in streaming is 9.29%, in cable a low 2.33%, and in English language broadcast 5.42%.
- Latines are 25% of the U.S. movie-going population.
Here’s what these numbers mean to me: we are a powerful economic force that over-indexes when it comes to going to the movies, even though we are hardly represented on-screen. Basically, they give us crumbs, and we gobble up those crumbs and make them rich.
Meet Ana Valdez
Ana Valdez is the co-founder of Valdez Productions & Consulting, Inc. and the executive president of The Latino Donor Collaborative.
She is an American marketing, media, and political expert, a thought leader combining 25 years of experience in politics, media, and the corporate world.
Born and raised in Mexico City, she has studied and worked in Mexico, Europe, and the U.S. She now lives in Los Angeles.
Key takeaways from my conversation with Ana:
What are the most salient takeaways from the 2022 LDC Media Report© for consumers to keep in mind?
The industry lacks consistent efforts to improve Latino representation or accurate representation in media. The Latino representation trend went down in 2022. U.S. Latinos represent 20% of the population, 25% of young Americans, and are only 2.6% of leads in shows.
Then why does mainstream media claim that they are increasing diversity?
Some companies report BIPOC group tactics that have historically not worked for U.S. Latinos. Market-specific strategies are needed for the U.S. Latino cohort, plus a consistent effort to increase and improve Latino representation. We don’t want to fight for the slices currently available in the pie. We want to INCREASE the size of the pie.
What can the mainstream media industry learn from the music industry given that Latine thriving in that sector?
The music industry has realized something Hollywood hasn’t. Latino talent crosses over. Latino talent not only attracts the Latino audience (which buys the most movie tickets and heavily influences the popularity of streaming shows) but also crosses over to different audiences.
Why should Hollywood do a better job with Latine representation when we already over-index at the box office?
Enterprises that did invest in Latino artists in the music industry are still reaping the financial rewards today. Latin music, for instance, increased its revenue by 24% last year, reaching a record high of $1.1 billion in the U.S., according to the Recording Industry Association of America. This growth marks the second consecutive year with double-digit gains and a more significant increase than any other music genre. Today, five of the top five most streamed songs on Spotify globally are Latinos, proving Hollywood is definitely leaving money on the table.
What can consumers do to push for change?
Use the power of their purse, don’t watch, and raise their voice. Rate shows and movies on Rotten Tomatoes, Google Rating, and Amazon.
If a show or movie based on your life were to be made, what would the title be, and who would play you?
She Got Loud and Salma Hayek would play me.
You heard her, let’s get loud!
Download the Full 2022 Latinos LDC Latinos in Media Report© here.
Follow the Latino Donor Collaborative on Instagram.
Oh, and before you go, answer the same question I asked Ana Valdez: