New LDC Report Highlights Billion-Dollar Opportunities for Hollywood by Engaging Latino Audiences

New LDC Report Highlights Billion-Dollar Opportunities for Hollywood by Engaging Latino Audiences

Press
Pablo Gonzalez
pabloagonzalez@latinocollaborative.org
832-5411068

The Latino Donor Collaborative (LDC) today released its highly anticipated 2024 U.S. Latinos in Media Report™, a comprehensive business-focused analysis revealing how Hollywood's continued underrepresentation of Latinos is costing the entertainment industry billions in lost revenue.

Despite representing 19.5% of the U.S. population and driving significant shares of box office revenue (24%), mobile TV viewership (29%), and streaming subscriptions (24%), Latinos continue to be the most underrepresented demographic in Hollywood. This gap equates to an annual missed economic opportunity of $12–$18 billion, according to a recent McKinsey study.

Ana Valdez, President and CEO of the Latino Donor Collaborative, emphasized, "The LDC research has consistently been focused on the economic impact of the Latino cohort in the U.S. This report clearly demonstrates how Hollywood and major brands are leaving money on the table by not engaging this economically vibrant and influential community, not only economically but also in terms of trend leadership and content success."

Data from the report illustrates Hollywood’s ongoing underrepresentation of Latinos:

Only 5.1% of leading roles in scripted television.
Only 4.1% of host/presenter/narrator roles in unscripted television.
Only 5% of leading roles in streaming films.
Only 1% of leading roles in the top 100 box office films.
Latino directors and screenwriters hold only 6–8% of roles across all films.

These missed opportunities coincide with significant declines in major media company stocks, including Disney (-34.57%), Warner Bros. Discovery (-60.57%), Comcast (-17.38%), and Paramount Global (-76.06%) from 2021 to 2025, highlighting the industry's failure to align strategically with changing demographics.

Key insights from the report highlight stark contrasts in Latino representation, notably between Latinas and Latino men. Latina-led content significantly outperforms industry averages, driving critical acclaim and audience engagement. Notable examples include Lauren LeFranc’s acclaimed series The Penguin and Issa López’s True Detective: Night Country, both setting audience viewership records and garnering widespread critical praise. At the recent Oscars, Zoe Saldaña also won Best Supporting Actress for her role in Emilia Pérez.

However, the report underscores troubling trends:

Latino men in lead roles are nearly four times more likely than Latina women to be portrayed with dark backstories and twice as likely to be linked to negative stereotypes.
Across scripted and unscripted content, Latinos remain disproportionately portrayed in criminal narratives. More than one in four Latino-centered unscripted shows frame Latinos through a criminal lens, reinforcing negative stereotypes.

This year marks the thirteenth LDC U.S. Latinos in Media Report, with data consistently showing significant underrepresentation. As Hollywood grapples with fewer scripted series and an increased reliance on unscripted content, the importance of authentically engaging Latino talent becomes even more critical for profitability and audience retention.

The 2024 LDC U.S. Latinos in Media Report™ is available starting today, Monday, March 10th, 2025, offering essential data and strategic insights for media executives, content creators, advertisers, and investors committed to long-term profitability and relevance in the evolving entertainment landscape.

About The Latino Donor Collaborative

The Latino Donor Collaborative is a 501(c)(3) non-profit organization. It is a self-funded, non-partisan effort created by an accomplished group of generous Latino national business leaders and philanthropists. It promotes friendly high-level dialogue with the goal of finding best ways to grow revenue and market share, by engaging, targeting, and serving the Latino audiences.

To access the full report, visit https://latinodonorcollaborative.org/reports/2024-ldc-u-s-latinos-in-media-report-full-year-update/