Dear TV streamers, here's an unsolicited business tip: Embrace the Latinidad.
While streaming television increasingly dominates overall TV consumption in the U.S. at nearly 50%, Latino viewers significantly drive that trend with 55.8% of their consumption coming from streaming content alone, according to the 2025 LDC U.S. Latinos in Media Report: Streaming, Broadcast, and Cable Shows from nonprofit The Latino Donor Collaborative (LDC).
"Latinos led this shift years earlier and devote an even larger share of viewing to digital and ad-supported models," LDC wrote. "Yet, representation has not followed the audience."
On scripted streaming shows, Latino actors make up only 11% of main cast roles, with 7% of episodes directed by Latinos and 5% of shows led by Latino showrunners, per the 2025 LDC Media Report. For scripted broadcast and cable programming, onscreen representation drops further to 10.8% and 3.8%, respectively.
But in an era where #representationmatters, why do Latino-centric shows struggle to find their footing? In recent years, fan-favorite series such as "Lopez vs Lopez" and "Los Espookys" were canceled despite critical acclaim and audience interest. Shows like "Only Murders in the Building," "Wednesday" and "Griselda," to name a few, prove Latinos have earned their place in front and behind the camera, to paint an all-embracing picture of the Latino community.
