Using Ad-Supported, Premium OTT to Connect With Latinx Audiences

Eighty percent think American movies and TV shows only feature Hispanics quotwho fit a certain lookquot while 74 percent said that Latinx actors are usually cast in stereotypical roles The same percentage believes that Latinx talent is rarely given leading rolesFurthermore 71 percent of respondents to the USbased online survey which was taken by 1000 Hispanics between the ages of 13 and 49 think TV shows and movies for mainstream US audiences rarely feature quotfamilies like minequotThese issues exist even though by all measures Hispanics remain a rising force in the United States Aside from their 17 trillion spending power and unmeasurable influence on culture Latinx viewers represent nearly 20 percent of moviegoing audiences yet only 45 percent of characters are Latinx amp8212 down from 62 percent the prior yearHence there39s a historic opportunity for brands to connect with this increasingly critical yet neglected demographic But howLatinx consumers want better representation in media which means content with more character diversity that depicts a spectrum of experiences They also wish for more indepth stories that put complex Hispanic characters at the forefront and avoid quottokenquot rolesViacom Velocity director of activation Tanya Ortiz put it best when she referenced the 61st GRAMMYs where CubanAmerican singer Camila Cabello performed her smashing hit quotHavanaquot along with Ricky Martin Arturo Sandoval and J Balvin quotI felt seen as a Latinaquot she sharedThere39s a reason the content Ortiz described resonated with her Cabello39s ensemble of multigenre and multigenerational performers speaks to 53 percent of 18 to 34yearolds born in and out of the United States who prefer to communicate in EnglishIt also includes 60 percent of 35yearolds who are Spanishdominant and 7 percent who use Spanish and English equally Throw in the 40 percent of 18 to 34yearolds who live in multigenerational homes and it becomes a familia affairMost recently Shakira and Jennifer Lopez made history by becoming the first Latinas to headline a Super Bowl Half Time Show The energetic and bilingual performance broke records by garnering more than 100 million YouTube views in less than 48 hours It also generated millions of social media posts where fans recreated the choreography proving that Latinx talent is indeed hugely influentialBut in an increasingly fragmented and mobile media landscape brands need to go beyond linear television especially when it comes to reaching and engaging these types of emerging audiences And premium adsupported multigenre TV services such as ViacomCBS39s Pluto TV Latino can be part of the answerPluto TV now streams over four thousand hours of Spanish and Portugueselanguage programming including two thousand new hours and 11 allnew channels for US Spanish and Portuguesespeaking audiences With hit movies and TV shows across genres including animals food horror kids reality and spies there39s more room for holistic representations of Hispanic culturequotWith Pluto TV Latino we39ve witnessed the rapid adoption of OTT throughout the US Hispanic marketquot said Amy Kuessner senior vice president content strategy and global partnerships at Pluto TV quotWe saw an opportunity to do what few others can do superserve Latinx audiences with premium content they know and love in the language they speakquotThe rise of OTT among Hispanic audiences presents a twofold opportunity for audiences and brands to connect around shared values and passion points by cocreating content that accurately portrays this rising demographic while also allowing brands to thrive as they do the right thingDon39t stop now Stay in the know on ViacomCBS39s entertainment brands and ad strategies with more from ViacomCBS InSitesClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNetamp160

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Using Ad-Supported, Premium OTT to Connect With Latinx Audiences

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Alex Marin

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Using Ad-Supported, Premium OTT to Connect With Latinx Audiences

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