Fact 6: Latinos Are Major Media Consumers

Written By Gabriela Perez

According to the 2024 LDC U.S. Latinos in Media Report™, Latinos are major media consumers, making up 40% of ticket sales for hits like Inside Out 2 and The Super Mario Bros. Movie! Yet, they’re still underrepresented, holding just 8% of lead roles in theatrical films and 11% in streaming. Hollywood is falling behind — they are missing the biggest opportunity hidden in plain sight.

Latinos in key roles perform 58% better globally. Proportionate U.S. Latino representation could generate an additional $12-$18 billion annually for Hollywood. Plus, the lack of authenticity and representation in the stories being told has audiences disengaging.

According to our 2024 LDC U.S. Latinos in Media Report:

Latinos make up 20% of the U.S. population yet represent only:

  • 5.1% of lead roles

  • 7.4% of directors

  • 5.8% of screenwriters

Gabriela Perez
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Fact 5: The U.S. Latino Population Is Rapidly Growing