CULTURAL CONNECTIVITY

TRANSFORMED
HOW LATINOS ARE CONNECTING WHILE SOCIAL DISTANCING

The Hispanic Diverse Intelligence Series 2020

A COVID-19 IMPACT SPECIAL REPORT

Copyright © 2020 The Nielsen Company (US), LLC. All Rights Reserved.
FOREWORD
It’s hard to believe that we’re merely past the midpoint of 2020—one of the most As COVID-19 spread, the subsequent social distancing measures, quarantines
trying and turbulent years for the U.S. Latino community. Looking back, 2020 and shut downs , threatened the ability for Latinos to engage in face-to-face
started as another in a series of auspicious years. Shakira and JLo made history connections. Hispanics rely upon these trusted and hard-won networks as
as the first two Latinas to headline one of television’s biggest events, Super conduits of information, underscoring the interdependence of collectivism and
Bowl LIV. Together with Latin superstars J.Balvin and Bad Bunny, they delivered social networks. These networks serve more than just a social appetite, they
a performance for 100 million viewers that celebrated Latin culture in the most serve as the conduit of trust, truth and cultural connection. During COVID, these
American of contexts. Latinos turned to social channels to share and continue networks and connections are a critical mechanism for Latinos to fill the void of
the conversation around Latino identity. In fact, social posts from the four Latino in-person networking—by turning to trusted content channels like TV, radio
artists drove 7 million social engagements—16% of the total social activity for and social media to inform and educate, communicate, share experiences and
Super Bowl LIV. seek support.

That performance was just one example highlighting the upward trajectory of The insights presented in this report will help you understand ways to continue
the Hispanic community over the past decade. The momentum has spanned well building trust with the Hispanic community during these uncertain times and
beyond entertainment to include wealth building, educational attainment and through the journey to recovery.
greater representation and visibility of Latinos and Latino culture in media.

Then, in March 2020, the novel coronavirus (COVID-19) outbreak began to alter
life in the U.S. for everyone, threatening to compromise the significant gains
the Hispanic community had realized. As many regions shut down, the Hispanic
community immediately started to feel the impacts of job loss, disproportionate
healthcare access and strain on their in-person social networks.

Hispanics are a collectivist culture, placing strong value on the needs of the
community as a whole. Social networks in the Latino community represent the
links, shared values and understanding that enable the community to build trust,
grow and work together. This creates a distinct way the community engages,
shares, and informs both inside and outside of it. It is through these constructed
Stacie M. de Armas
social networks that bonding through shared experiences—even across
SVP, Diverse Insights & Initiatives
countries of origin—results in a shared U.S. experience.
2

Copyright © 2020 The Nielsen Company (US), LLC. All Rights Reserved.
TABLE OF CONTENTS
INTRODUCTION: THE DEMOGRAPHIC REVOLUTION..................................................... 4 SPECIAL SECTION: GAMING DURING COVID.................................................................. 20

STAYING CONNECTED THROUGH COVID-19...................................................................... 5 ABOUT THE LATINO COMMUNITY...................................................................................... 23

Smartphones........................................................................................................................................ 6 Hogares y Familias (Home and Family)......................................................................................... 24

Streaming.............................................................................................................................................. 7 Hispanic Buying Power..................................................................................................................... 26

News and Trust.................................................................................................................................... 9 Language and Latinidad.................................................................................................................. 27

Radio/Audio........................................................................................................................................ 11

Social Media....................................................................................................................................... 16

Apps..................................................................................................................................................... 17
METHODOLOGIES........................................................................................................................ 29

Q&A WITH LIZZA MONET MORALES................................................................................... 19 CONTRIBUTORS........................................................................................................................... 30

Copyright © 2020 The Nielsen Company (US), LLC. All Rights Reserved.
INTRODUCTION
The U.S. Hispanic population frequently makes
headlines for its growth and for being a key contributor
to the economy, labor force and the electorate.
Contextually, it’s crucial to understand the impending
demographic revolution the U.S. is poised for and how THE DEMOGRAPHIC REVOLUTION
the Latino community, in harmony with other minority America is in the midst of a demographic revolution. As the
groups, is the harbinger of that change. population shifts toward new majorities, there has never
been a more important time for the Latino community to
come together. By working toward alignment within the
community, celebrating our differences but focusing on
our shared values and goals, we can show the resilience,
strength, and contributions of Hispanics to the country.

The Hispanic Star represents Latino pride and

19% empowerment. Driven by the firm belief that we don’t
win until we all win, the Hispanic Star is based on both a

TODAY, THERE ARE 62.3 MILLION

unifying symbol and a nonpartisan, inclusive, inspirational,
and unifying footing in order for U.S. Hispanics to view
themselves and help them act as a unified force for good.
HISPANICS MAKING UP 19% OF The Hispanic Star supports opportunities and resources,

THE CURRENT U.S. POPULATION. like Nielsen’s diverse intelligence reports, which expanded
knowledge and understanding of this powerful community.
Claudia Romo Edelman
Founder, We Are All Human

Copyright © 2020 The Nielsen Company (US), LLC. All Rights Reserved.
STAYING CONNECTED THROUGH COVID-19

As COVID-19 news began to dominate our everyday

lives, the Hispanic community quickly adapted the use
of their connectivity tool of choice—the smartphone—
to get news and information on the virus, health care
advice and economic impact. While smartphones
became a mainstay of connectivity for everyone,
Latinos show a marked difference in use, time spent
and app choice. With the erosion of physical contact
and in-person networks, due to social distancing and
quarantines, the Latino community more than ever
before, used mobile devices as conduits for connecting
with one another, trusted information networks and for
content delivery.

Copyright © 2020 The Nielsen Company (US), LLC. All Rights Reserved.
 > STAYING CONNECTED THROUGH COVID-19

SMARTPHONES DEVICE OWNERSHIP

DEVICE OWNERSHIPAMONG TOTAL HISPANICS
AMONG TOTAL HISPANICS Read as: 62% of Hispanics own
an internet connected device
and are 29% more likely than the
INDEX TO TOTAL U.S.
For Hispanics, who are heavily employed in essential and general population to own one.

service jobs (e.g., front line workers in transit systems,

hospitals, hotels, and agricultural industries), the smartphone
56%
TABLET
62%
became among the most important ways to connect with
INTERNET CONNECTED DEVICE
content and news while at work. The smartphone has 88 129
long been a mainstay for Latinos who have over-indexed
INDEX
46%
on ownership for many years. Today, 98% of Hispanics in

66%
Hispanic to
the U.S. own a smartphone, compared with 93% among Total US
the general population. Latinos spend an average of over GAME CONSOLE
30 hours per week on smartphones, more than any other ENABLED SMART TV Read as:

115
98% of Hispanics
own a smartphone
device, including TV. When compared to the total population,
Hispanics spent almost two more hours per week watching
125 and are 4% more
likely than the
general population
videos, streaming audio and social networking on their
smartphones during COVID-19, as a way to bridge the social
distancing gap.
89%
COMPUTER
to own one.

98%
SMARTPHONE 113
104
Source: The Nielsen Total Audience Report, August 2020

Source: The Nielsen Total Audience Report, April 2020

Copyright © 2020 The Nielsen Company (US), LLC. All Rights Reserved.

98% 30+
SMARTPHONE OWNERSHIP HOURS PER WEEK ON SMARTPHONES
6

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 > STAYING CONNECTED THROUGH COVID-19

STREAMING

AT THE ONSET OF COVID-19, 70% OF

HISPANICS SAID THEY INCREASED THE
AMOUNT OF TIME SPENT WATCHING
MOVIES OR SHOWS USING A STREAMING
SERVICE, WELL ABOVE THE 55%
REPORTED BY NON-HISPANICS.
70%
55%
HISPANIC
DURING THE MONTH OF MARCH,
HISPANICS INCREASED THEIR NON-HISPANIC
WEEKLY VIEWING BY ABOUT 8 HOURS.
Source: Nielsen National TV Panel, Total Television Use, March 2020

Source: Online survey -Nielsen Scarborough Recontact Panel via Wizer’s Adaptive Consumer
Insights platform

Copyright © 2020 The Nielsen Company (US), LLC. All Rights Reserved.
 > STAYING CONNECTED THROUGH COVID-19

% U.S. HOUSEHOLDS WITH STREAMING SERVICE

STREAMING 2019-2020 % U.S. HOUSEHOLDS WITH STREAMING SERVICE 2019–2020
TOTAL U.S. HISPANIC
Finding relevant content that speaks authentically
to Latinos has never been easier, even during
the pandemic. Seventy-eight percent of Hispanic 78%
households have at least one subscription video on
demand (SVOD) subscription, compared with 74% of 75%
74%
the total U.S. population.

Netflix is the top streaming provider used by Hispanics,

70%
with increased investment in Spanish programming
and the availability of content curated for Latinos. In
addition, there are more Hispanics relative to the total
U.S. population who subscribe to the new Disney+
service, reflecting the higher number of Hispanic
children in the household.
2019 2020
AMING SERVICES USED MONTHLY Source: NPOWER - National TV Sample July 2020

Source: NPOWER - National TV Sample July 2020

TOP STREAMING SERVICES USED MONTHLY: SELF REPORTED
Copyright © 2020 The Nielsen Company (US), LLC. All Rights Reserved.

TOTAL U.S. HISPANICS

NETFLIX 76% 81%

AMAZON PRIME VIDEO 56% 54%

HULU / HULU LIVE TV 47% 45%

DISNEY+ 42% 50%

Source: MediaTech Trender Q1 2020
8
er Q1 2020
Copyright © 2020 The Nielsen Company (US), LLC. All Rights Reserved.
 > STAYING CONNECTED THROUGH COVID-19

NEWS AND TRUST

61% OF HISPANICS SAY THEY ARE

WATCHING MORE NEWS

HOWEVER, ONLY 20% OF ALL

HISPANICS SAY CABLE TV
NEWS IS TRUSTWORTHY,
AND 18% SAY IT IS ACCURATE.

Source: Scarborough Recontact Survey

Source: Nielsen COVID-19 Impact Study, March/April 2020 9

Copyright © 2020 The Nielsen Company (US), LLC. All Rights Reserved.
 > STAYING CONNECTED THROUGH COVID-19

PRIMARY NEWS SOURCES FOR CORONAVIRUS

INFORMATIONPRIMARY NEWS SOURCES FOR CORONAVIRUS INFORMATION
NEWS AND TRUST TOTAL HISPANIC HISPANIC INDEX TO NON-HISPANICS
News trustworthiness is paramount. Polarizing views 116
and conflicting health guidance among other things,
make it difficult to decide who to listen to and what 157 67 83 111 114
to believe. 86% of Latinos say that having factual 22%
information is a concern. So where does the community 11% 10% 10% 10% 8%
turn to for information? Hispanics are increasingly
connecting with their trusted networks through social CABLE TV NEWS SOCIAL MEDIA REGIONAL / LOCAL / NATIONAL TV NEWS GOVERNMENT NEWS AGGREGATORS
CITY TV NEWS WEBSITES (GOOGLE NEWS,
media to gain insight. Compared with non-Hispanics,
APPLE NEWS)
Latinos are 57% more likely to use
social media as a primary source of information about
the coronavirus. And Latinos are actively dialoguing
Source: Scarborough Recontact Survey
about what they learn within their trusted circles on Source: Nielsen COVID-19 Impact Study, March/April 2020

social media.

Source: CV-19 Tabs Hispanic vs Non-Hispanic 062520

Copyright © 2020 The Nielsen Company (US), LLC. All Rights Reserved.

LATINOS ARE 57% MORE LIKELY

TO USE SOCIAL MEDIA AS A
PRIMARY SOURCE OF INFORMATION
ABOUT THE CORONAVIRUS.

10

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 > STAYING CONNECTED THROUGH COVID-19

RADIO
Radio has always played a unique role within
the Latino community beyond entertainment. It
serves as a trusted conduit of culturally relevant
information on matters at home and abroad,
which underscores why Latinos consistently
turned to trusted radio personalities for
information updates on COVID.

OF HISPANICS SAY RADIO IS A

62% GOOD SOURCE OF INFORMATION
DURING COVID-19
Source: Scarborough Recontact Survey
Source: Nielsen COVID-19 Impact Study, March/April 2020

11

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 > STAYING CONNECTED THROUGH COVID-19

RADIO
RADIO IS TRUSTED IN TIMES OF CRISIS SHARE OF LISTENING ININAND
SHARE OF LISTENING AND OUTOUT OFDURING
OF HOME HOME COVID-19 MONTHS
During COVID-19, in-home radio listening increased
for Hispanics from 29% in March to 39% in April. While
DURING COVID-19 MONTHS
While all in home radio listening increased between March and April, Latino out of home listening stayed when compared
to the total population likely as a result of Latinos increased probability of being employed in high risk or front line work.

listening out-of-home tapered off during the onset of MARCH APRIL

COVID-19, the decrease in out-of-home listening among
Hispanics was smaller than the total market.
29%
39%
Whether they were essential workers or social
distancing at home, 43% of Hispanics said that their
HISPANICS 18+
61%
favorite radio host made them feel less concerned and 71%
panicked and 42% said their radio host made them feel
less alone. LIGHT = IN-HOME
DARK = OUT-OF-HOME

29%
42%
TOTAL MARKET 18+ 58%
71%

Source: Nielsen March-May 2020 PPM / 45 Market Total / M-F 6a-7p / Hispanic and Total Persons 18+ / AQH Persons by Location
Source: Nielsen March-May 2020 PPM / 45 Market Total / M-F 6a-7p / Hispanic and Total Persons 18+ / AQH Persons by Location

Copyright © 2020 The Nielsen Company (US), LLC. All Rights Reserved.

12

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 > STAYING CONNECTED THROUGH COVID-19

TUNING IN TO STAY TUNING IN TO STAY CONNECTED

CONNECTED More Than
MORE 1/3
THANof1/3Hispanics
OF HISPANICSReport
REPORTMore TimeWITH
MORE TIME With Radio
RADIO AS AasRESULT
a Result of COVID-19
OF COVID-19
More than one-third of Hispanics reported more time MORE ABOUT THE SAME LESS
with radio as a result of COVID-19 (37%) compared
with only 24% of White non-Hispanics. Another 48% of
Latinos reported that listening to their favorite radio
host helped them feel more informed and less stressed.
HISPANIC 18+ 37% 45% 18%
Emphasizing the importance of community connections
and cultural collectivism, a full 45% reported that
listening to their favorite radio host during COVID-19 NON-HISPANIC 24% 59% 17%
made them feel more connected to their community.

MORE TIME LESS TIME

HISPANICS
SPEND
MORE TIME AT HOME MOBILE PODCASTS COMPUTER SMART SPEAKER IN CAR
36% OF LATINOS REPORTED THAT LISTENING 31% 29% 18% 7% 18% 22%
DURING THE CORONAVIRUS PANDEMIC
THEY HAVE LOOKED FOR NEW WAYS Source: Custom Nielsen study conducted March 20-22 via an online survey, based on a weighted sample of 1000 adults 18+
Source: Custom Nielsen study conducted March 20-22 via an online survey, based on a weighted sample of 1000 adults 18+

TO LISTEN TO THEIR FAVORITE RADIO Copyright © 2020 The Nielsen Company (US), LLC. All Rights Reserved.

STATION/PERSONALITY/PROGRAM.
13

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 > STAYING CONNECTED THROUGH COVID-19

TOP AUDIO GENRES TOP FIVE RADIO GENRES

DURING COVID HISPANIC ADULTS 18+ TOTAL PERSONS 18+
There are many formats and genres of music that the SHARE
Latino community consumes, reflecting the Latinidad that MEXICAN REGIONAL 14.6% 1 13.2% COUNTRY
crosses generations and celebrations. The close affinity
Latinos have for radio was amplified during COVID.
SPANISH CONTEMPORARY + SPANISH HOTAC 10.6% 2 12.5% NEWS/TALK (ALL)
ADULT CONTEMPORARY 8.2% 3 8.5% POP CONTEMPORARY HIT RADIO (TOP 40)
POP CONTEMPORARY HIT RADIO (TOP 40) 7.4% 4 8.4% ADULT CONTEMPORARY
HISPANICS SPEND OVER 12 HOURS SPANISH ADULT HITS 5.9% 5 6.7% CLASSIC ROCK

A WEEK LISTENING TO THE RADIO,

33 MINUTES MORE THAN THE HISPANIC TEENS 12-17 TOTAL TEENS 12-17
TOTAL MARKET. SHARE
POP CONTEMPORARY HIT RADIO (TOP 40) 15.7% 1 17.0% POP CONTEMPORARY HIT RADIO (TOP 40)
RHYTHMIC CONTEMPORARY HIT RADIO (TOP 40) 11.4% 2 12.5% COUNTRY
MEXICAN REGIONAL 11.0% 3 8.7% ADULT CONTEMPORARY
SPANISH CONTEMPORARY + SPANISH HOTAC 8.6% 4 8.0% HOT ADULT CONTEMPORARY
HOT ADULT CONTEMPORARY 8.1% 5 7.3% URBAN CONTEMPORARY

Source:Source:
RADAR 145145
RADAR June
June 2020 + National
2020 + National Regional
Regional Database
Database (NRD) (NRD)
Fall 2019 for 111Fall 2019
Hispanic DSTfor 111 Hispanic DST Metros and 128 Black DST Metros
Metros

Copyright © 2020 The Nielsen Company (US), LLC. All Rights Reserved.

14

Copyright © 2020 The Nielsen Company (US), LLC. All Rights Reserved.
 > STAYING CONNECTED THROUGH COVID-19 HISPANIC PODCAST LISTENERS
PODCAST ENGAGEMENT 109
104
TRENDS WITH COMMUTING 33%
129

AND DRIVING
SPORTS
31%
BUSINESS 37%
TRUE CRIME
As Latinos were more likely to be essential workers,
COVID-19 gave Latinos more time to explore podcast
genres. As podcasts gained in popularity early in
the year, we see that they serve as a complement
to busy Hispanics who want a different avenue for
entertainment. Of podcast listeners, 16% of Hispanics
138 12%
SCIENCE 57% 100
TOP PODCAST GENRES AMONG COMEDY
listen to podcasts every day, over-indexing the average
podcast listener by 9%. Among the top platforms used
HISPANIC PODCAST LISTENERS
by Hispanics for podcast listening are YouTube at 49%, HISPANIC INDEX TO NON-HISPANICS
iTunes/Apple Podcasts at 34%, Spotify at 30%, AM/FM
radio at 20% and Pandora at 18%. 152 18% 16% 120
HEALTH AND HISTORY
FITNESS
Seeking a balance of news and entertainment, the most
popular genre among Hispanic podcast listeners is
comedy at 57%, followed by news at 44% and society
and culture by 40%. More than the total population,
they over-index the most on the preference of music- 44% 40%
related podcasts by 61% and health and fitness by 52%. NEWS SOCIETY AND
20% CULTURE
MUSIC
104
161 100
HISPANICS SPENT 18% MORE
TIME LISTENING TO PODCASTS Source: Scarborough Podcast Recontact Study (Listeners Only) 2019 Release 2 Total (Jul 2018-Nov 2019);
Custom Nielsen study conducted March 20-22 via an online survey, based on a weighted sample of 1000 adults 18+

Source: Scarborough Podcast Recontact Study (Listeners Only) 2019 Release 2 Total (Jul 2018-Nov 2019) 15

Copyright © 2020 The Nielsen Company (US), LLC. All Rights Reserved.
Copyright © 2020 The Nielsen Company (US), LLC. All Rights Reserved.
 > STAYING CONNECTED THROUGH COVID-19

SHELTER FROM THE

COVID-19 STORM: LATINO
SOCIAL MEDIA ENGAGEMENT
As the pandemic drew on, Hispanic consumers were
torn between two opposing realities, sheltering at home VOLUME OF SOCIAL TV ACTIVITY: SPRING 2019
or in high risk work. The collectivist nature of Latinos
led the community to turn to social media to engage VS. SPRING 2020
VOLUME OF SOCIAL TV ACTIVITY: SPRING 2019 VS. SPRING 2020
and continue the dialogue around content consumed
3/1/19 - 4/15/19 3/1/20 - 4/15/20
on TV and streaming. Nielsen Social Content Ratings
shows that those who watched Spanish language SPANISH-LANGUAGE TALK & NEWS
primetime news and talk programming, turned to social
NO. OF PROGRAMS TOTAL SOCIAL INTERACTIONS
media to continue the dialogue at a much higher rate
30 13,226,546
than those who watched English language primetime
news and talk programming. 34 22,595,250 +71%
Although there was a similar number of shows airing
in the category and time period from 2019 to 2020,
ALL DAYPARTS TALK & NEWS
we see a 71% increase in social media activity around NO. OF PROGRAMS TOTAL SOCIAL INTERACTIONS
55 12,295,554
+17%
Spanish language primetime news and talk vs. the year
prior. Social media activity around English language 63 14,441,885
primetime news and talk only increased by 17%.
Source: Nielsen Social Content Ratings March 1 - April 15, 2019 vs. March 1 - April 15, 2020.

Source: Nielsen
Copyright © 2020Social
The Content Ratings March
Nielsen Company (US),1LLC.
- April
All 15, 2019
Rights vs. March 1 - April 15, 2020.
Reserved.

16

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 > STAYING CONNECTED THROUGH COVID-19
TOP APP REACH % CHANGE FEBRUARY TO
APP REACH WENT UP IN APRIL 2020TOP APP REACH % CHANGE HISPANICS 18+ FEBRUARY TO APRIL 2020
KEY CATEGORIES 190%
204%
XBOX
BLEACHER REPORT
As Latinos continued to cope with the impact of the Sports news,
scores, &
142%
coronavirus outbreak, mobile app downloads, and highlights YAHOO NEWS
time spent with apps skyrocketed. The growth in app
190% Live Breaking
News

1370% SMARTNEWS
Local Breaking
120% 173%
reach has largely been fueled not by use of existing News CANDY CRUSH
ZOOM CLOUD SORT IT 3D
apps, but by use of new apps to bridge the social gap MEETINGS 28%
introduced with social distancing and lockdowns. While DISCORD
much of the activity taking place on mobile devices
84%
TWITCH
during the pandemic is related to entertainment like 286% 39% 195%
GOOGLE DUO INSTACART
MICROSOFT
video watching, music streaming or gaming, Latinos
TEAMS
Video
Calling
74% SHOPPER
used apps for connectivity, such as dating, collaboration NEWS GAMING COUPONS.COM
89% 97%
and messaging apps at a greater rate than the total KROGER
SKYPE COLLABORATION &
population. COMMUNICATION SHOPPING
75%
72% 71% AFFIRM 114%
VUDU MOVIES INVESTIGATION DOLLAR
181% & TV DISCOVERY GO
VIDEO
STREAMING DATING 65%
GENERAL
NBC OKCUPID
84%
MOVIES 55% EDUCATION MESSAGING 91%
ANYWHERE HBO NOW 36% MEETME
GRINDR
71%
183% AMAZON PRIME
VIDEO
75%
VERIZON
THE CW MESSAGES

217% 151% 155%

GOOGLE POWERSCHOOL
MOBILE KIK
CLASSROOM

Source: Nielsen Media Impact 4/1/20 - 4/30/20 (Total Universe 18+)

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 > STAYING CONNECTED THROUGH COVID-19

USING SOCIAL NETWORKS

FOR SOCIAL JUSTICE
Social media has played an outsized role in the social
and political lives of Latinos. The community has used
social media to amplify messages to advocate for an
accurate count in Census 2020, to balance a challenging
political dialogue of anti-immigration and border
separations, and DACA recipients and for the fight for
HOURS SPENT SOCIAL
HOURS SPENTNETWORKING
SOCIAL NETWORKING IN AVERAGE
IN AVERAGE DAY DAY
racial justice. For many in the Latino community, Black
Lives Matter protests and social justice marches felt 20%
familiar, as they echoed the civil rights struggles of
26%
the 1960s including the farmworker equity struggles
led by Cesar Chavez, and the recent protests taking 24%
place all over Latin America. Latinos across the country 27%
mobilized and joined Black Lives Matter protests and
marches in solidarity for social justice and equity, 30%
turning to social networks where they spend more time 28%
than the total population, with 57% spending more than
48% 57%
one hour per day and 27% spending 3 hours or more 18%
14%
compared with just 48% and 20%, respectively, for the
6% 9%
total population.
TOTAL HISPANICS
NONE LESS THAN 1 HOUR 1-2 HOURS 3-4 HOURS 5 HOURS+
Source:Nielsen
Source: Scarborough Retail
Scarborough USA+Internet Lifestyles
Release 2, 2019 PRIME Lingo 2019 Release 2 Total (July 2018 – Nov 2019)

Copyright © 2020 The Nielsen Company (US), LLC. All Rights Reserved.
18

Copyright © 2020 The Nielsen Company (US), LLC. All Rights Reserved.
Q&A WITH LIZZA MONET MORALES
What’s changed during COVID-19? the historic Latin Music and Pop Culture Livestream raised over $1.7 million for the
I focused even further on creating a hub of positivity, farmworkers of the United States and Puerto Rico and #IAmVanessaGuillen - The
fun and resources for community that would help me Project, the thought-provoking Livestream dedicated to the slain U.S. Army soldier
#spreadlove. A few years back I started #LoveInAction Vanessa Guillen and those who have experienced sexual harassment and/or assault in
projects — all about paying it forward in creative ways. the military.
For example, my community raised money for a water
I also started #HomeworkForChange this year, which gives my audience snackable
well in Africa, members of my community and I laid
action steps they can do daily to move the needle towards the change we all wish to
down concrete for homes in a small town in Cuba so
see. Our “homework assignments” range anywhere from signing a petition, or calling
they could have actual floors and protect their furniture
elected officials at the numbers I share to advocate for a person or issue and having a
during mud season.
script to follow when you do, to joining me for a Q&A with experts in a given field, or
How is our community responding during this time of uncertainty? supporting a GoFundMe to benefit someone in unexpected need like a street vendor
getting beat up or a protestor getting seriously injured.
Authenticity more than ever is what our community is craving. The more you can show
that in your photos, videos and captions, the more you can be of service. And the How did you celebrate your birthday during quarantine?
more you can be of service, the stronger your connection will be with your community. My birthday was in April, right in the thick of the shutdown, and I already had seen
Like my wise Abuelita always said, “True richness of the soul comes when you choose a few friends having a hard time with having to “skip” on having a big bash this year.
experiences over things, invest in your education and lead your life by being of service So I felt compelled to do something just as much for them, as for myself. Inspired by
to others.” Quince culture, I ended up throwing myself a costume Birthday party over Zoom to
celebrate becoming a QuaraTEEN! It was a cool way to connect with so
It’s become very clear who talks about being the change and who’s walking the walk many of my friends from all over the world and for many of them to meet
to BE THE CHANGE online and off. As a result, it has made many of them look at what each other too.
type of content they are consuming AND sharing amongst friends and family. It has
also impacted who they choose to follow and unfollow during this time.

Tell us more about how you’re driving social justice. About Lizza
Earlier this year, I officially launched WFHN-TV, built by creatives, for creatives, to I have always been and continue to be focused on how I drive
stay creative during these unprecedented times and beyond. Our WFHN-TV live value to my community. My content falls under three main pillars:
programming is not only dedicated to delivering content that is entertaining but also education, empowerment and entertainment with a focus on
empowering or educational in nature. With everyone being at home, while the world my life on the set, travel, lifestyle, tech, cars, social justice and
around us changes, I realized my community also needed content that enabled them philanthropy. That has expanded now into other fields that I am
to be part of the solution. So I’ve focused on creating programming that focuses on excited about exploring as the foundation to entertain, educate and
social justice issues and gives clear calls of action to all those watching: Altísimo Live!, empower while spreading love and having fun remains the same.

19

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SPECIAL SECTION: GAMING DURING COVID

20

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 > SPECIAL SECTION: GAMING DURING COVID

GAMING DEVICE TYPICALLYCONSOLE

USED TO PLAY VIDEO GAMES
& MOBILE ARE TOP PLATFORMS
Device Typically Used to Play Video Games

While families are social distancing, gaming platforms

surfaced as an important entertainment tool. Video MOBILE CONSOLE PC
games have come to the forefront of stay-at-home
activities that serve as a distraction from coronavirus 81% 47% 42%
difficulties, and 31% of all Hispanics say they have 82% 66% 38%
increased their time spent playing video games online
or with a gaming device since the outbreak. In fact in the
month of April, gaming communication apps like Discord
and Twitch had the highest percent increase when
compared to February, 28% and 84% respectively.

The most-used devices among gamers are smartphones

and tablets, where eight in 10 Hispanic gamers say they
have used their mobile device to play video games in the
past three months.

HISPANIC GAMERS TOTAL GAMERS

*Devices used for gaming in past 3 months

Source:
*Devices usedSuperData General Game
for gaming Consumer
in past Survey
3 months
Source: SuperData General Game Consumer Survey
Copyright © 2020 The Nielsen Company (US), LLC. All Rights Reserved.

31%
OF ALL HISPANICS SAY THEY HAVE INCREASED THEIR TIME
SPENT PLAYING VIDEO GAMES ONLINE OR WITH A GAMING
DEVICE SINCE THE CORONAVIRUS OUTBREAK.
21

Copyright © 2020 The Nielsen Company (US), LLC. All Rights Reserved.
 > SPECIAL SECTION: GAMING DURING COVID
GAME CATEGORIES PLAYED MOST OFTEN AMONG
HISPANIC GAMERS
GAME CATEGORIES PLAYED MOST OFTEN AMONG HISPANIC GAMERS
Many serious Hispanic gamers prefer console
HISPANIC GAMERS HISPANIC INDEX TO NON-HISPANICS
gameplay, where they are 29% more likely than the
average gamer to have used this device. And Hispanic
gamers over-index on playing fighting and shooter 132
games like Super Smash Bros and Call of Duty, which 16% ACTION ADVENTURE
are typically played on a console and can often be (ASSASSIN'S CREED, GTA)
played with others increasing the ability to socialize.
53
Hispanic gamers also watch a variety of content like 15% PUZZLE
playthroughs, gamer commentary and news, reviews (CANDY CRUSH SAGA)
and live streams on various platforms. Eighty-two
159
percent of Hispanic gamers watch at least one hour
of video gaming content on per week Twitch and 64%
14% SHOOTER
(FORTNITE, COUNTERSTRIKE)
spend one hour or more on YouTube in a typical week,
providing much needed entertainment escape from the 70
pressures of COVID-19. 9% CASINO
(DOUBLE DOWN CASINO, SLOTOMANIA)

119
7% SPORTS

82%
(FIFA, MADDEN NFL)

114
7% ROLE-PLAYING
OF HISPANIC GAMERS WATCH AT (ELDER SCROLLS, SKYRIM)

LEAST ONE HOUR PER WEEK OF 6%

186
FIGHTING
VIDEO GAMING CONTENT ON TWITCH (SUPER SMASH BROS, STREET FIGHTER)

*Game categories played most often in past 3 months

Source: SuperData
*Game categories played General Game Consumer
most often in past Survey
3 months
Source: SuperData General Game Consumer Survey
22
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Copyright © 2020 The Nielsen Company (US), LLC. All Rights Reserved.
ABOUT THE LATINO COMMUNITY
Latinos will contribute more growth than any other
population segment, a factor compounded by a
projected growth decline among the non-Hispanic % CONTRIBUTION TO TOTAL POPULATION GROWTH
BY RACE/ETHNICITY
White population.
% CONTRIBUTION TO TOTAL POPULATION GROWTH BY RACE/ETHNICITY
For the next 40 years, Latinos, the largest minority
population in the U.S., will be the primary
contributors to total U.S. population growth, +11.6M +48.8M +71.8M
COMPRISING 53% OF THE GROWTH 8% 11% 13%
23%
IN JUST THE NEXT FIVE YEARS AND 19%
22%
21% 22%
68% OF THE GROWTH TO 2060. 19%

53% 65% 68%

2% -18% -27%

2020-2025 2020-2045 2020-2060

NON-HISPANIC WHITE HISPANIC AFRICAN AMERICAN ASIAN OTHER

Source: 2018 American Community Survey
Source: 2018 American Community Survey 23

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 > ABOUT THE LATINO COMMUNITY

HOGARES Y FAMILIAS
Multigenerational households are the nexus of the
Hispanic community—examples of cultural collectivism
and shared support systems. And they provide the
environment that nurtures Latinidad across generations.

HISPANICS ARE 40%

MORE LIKELY TO LIVE IN
MULTIGENERATIONAL
HOUSEHOLDS.

Over the next 10 years, the disproportionately young

Latino community will over contribute based on their
relative size to the economic recovery, through home
purchases and the acquisition of goods and services.

* Hogares y Familias - Home and Family

24

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 > ABOUT THE LATINO COMMUNITY

INSIDE THE HISPANIC HOUSEHOLD

U.S. HISPANICS TOTAL U.S.

MEDIAN AGE % HIGH INCOME HOUSEHOLDS MEDIAN HOUSEHOLD INCOME

($50,000+ Household Income)

29 44 White
Non-Hispanic
59% +6% $55,720 $63,217
since 2017

38 55% MEDIAN HISPANIC

HH INCOME
MEDIAN NON-HISPANIC
HH INCOME

AVERAGE HOUSEHOLD SIZE MULTIGENERATIONAL HOUSEHOLDS

(% of Population)

40% 15% 9%
more likely

3.40 2.63
Source: 2018 American Community Survey

25

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 > ABOUT THE LATINO COMMUNITY

HISPANIC BUYING POWER

FROM 2010 TO 2019, HISPANIC

HISPANIC BUYING POWER 2000-2024 HISPANIC BUYING POWER 2000-2024

BUYING POWER INCREASED BY 69%, Hispanic % of Total U.S. Buying Power 11.6%
OUTPACING NON-HISPANICS,
WHO INCREASED BY 41% DURING 10.8%
THE SAME TIME.
9.1% $2.3
$1.7 TRILLION
6.7% TRILLION
$1
$495 TRILLION
BILLION
2000 2010 2019 2024
Source: Selig Center for Economic Growth, Terry College of Business, The University of Georgia, June 2019

Source: Selig Center for Economic Growth, Terry College of Business, The University of Georgia, June 2019

Copyright © 2020 The Nielsen Company (US), LLC. All Rights Reserved. 26

Copyright © 2020 The Nielsen Company (US), LLC. All Rights Reserved.
 > ABOUT THE LATINO COMMUNITY

LANGUAGE AND LATINIDAD

Latinos bring a broad range of heritage and traditions
and have made significant cultural contributions to
the U.S. way of life. Latino identity, or “Latinidad’’, is
a central pillar that pulls together the community,
celebrating various shared attributes, without
diminishing the importance of each country of origin.
Spanish language and culture are pillars of Latinidad
and serve as the foundation on which social networks
are built, and cultural equity is earned and exchanged
within the community.

LATINOS ARE LARGELY

BILINGUAL AND BICULTURAL,
WITH 75% SPEAKING
SPANISH AT HOME.
27

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 > ABOUT THE LATINO COMMUNITY
LANGUAGE SPOKEN AT HOME AND US BORN
Despite the rapid growth of U.S.-born Hispanics, Spanish
HISPANICS BY AGESPOKEN AT HOME AND U.S.-BORN HISPANICS BY AGE
LANGUAGE
language use remains strong across all age segments.
SPEAK ANY SPANISH AT HOME SPEAK ONLY ENGLISH AT HOME U.S.-BORN
Thus, when and where Latinos choose to connect through
language is an outgrowth of a desire to connect with the
culture. When Latinos connect with each other, brands TOTAL ADULTS (18+) UNDER 18 18-34
or content in Spanish, they do so by choice—making
a meaningful and purposeful connection with trusted
channels, content and dialogue. 25%
31%
Overall, three-quarters of Hispanic adults speak Spanish
75% 40% 60% 69%
Speak Any Speak Any Speak Any
at home even though only 54% are U.S. born. As younger Spanish Spanish Spanish
at Home 54% at Home 60% at Home
generations are increasingly U.S. born, connecting in 69%
75%
Spanish is a cultural choice many Latinos make which is
71%
identity defining and supports the retention of strong ties 94%
to their Latinidad.
Source: 2018 American Community Survey

Source: 2018 American Community Survey

Copyright © 2020 The Nielsen Company (US), LLC. All Rights Reserved.

28

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METHODOLOGIES
DIGITAL METHODOLOGY (COMPUTER, SMARTPHONE, TABLET) TELEVISION METHODOLOGY
Digital data is based on Nielsen’s Total Media Fusion, which is reflective of both panel and census Television data are derived from Nielsen’s National TV Panel that is based on a sample of over 40,000
measurement. It leverages the most granular and comprehensive cross-platform respondent-level homes that are selected based on area probability sampling. Live+Time-shifted TV (PUT) includes Live
data from our panels, along with census data from Nielsen’s Total Audience Measurement solutions, usage plus any playback viewing within the measurement period. Timeshifted TV is playback primarily
to provide the highest quality, representative sample of digital media consumption. Data for this was on a DVR but includes playback of encoded content from video on demand, DVD recorders, server
sourced from Nielsen Media Impact (Nielsen’s cross platform planning solution). Data used in this based DVRs and services like Start Over. Total Use of Television (TUT) includes Live TV + Timeshifted
report is inclusive of multicultural audiences. TV as well as TV-connected devices (DVD, Game Console, Internet Connected Device). TV-connected
devices include content being viewed on the TV screen through these devices. This includes when these
devices are in use for any purpose, not just for accessing media content. For example, Game Console
NIELSEN SCARBOROUGH also includes when it is being used to play video games. Internet Connected Device usage includes
Nielsen Scarborough USA+ 2019 Release 2: Scarborough measures the unique shopping patterns, Smart TV app usage. Reach for television and TV-connected devices includes those viewing at least one
product usage, demographics, lifestyles and cross-media behaviors of the American consumer at a minute within the measurement period. Data used in this report is inclusive of multicultural audiences.
local, regional or national level, giving the ability to profile over 2,000 measured categories and brands.

TIME SPENT AMONG U.S. POPULATION, TIME SPENT AMONG USERS, REACH OF USERS, REACH %
NIELSEN SOCIAL CONTENT RATINGS Total Use of Television, Live+Time-shifted TV, Live TV, Time-shifted TV, TV-Connected Devices (DVD,
Nielsen Social Content Ratings® (SCR) is the first standardized third-party measurement of program- Game Console, Internet Connected Device) 03/30/2020 - 06/07/2020 via Nielsen NPOWER/National
related social media activity across Facebook, Instagram and Twitter. With the continued fragmentation Panel; Radio June 2020 via RADAR 145 + National Regional Database (NRD) Fall 2019 for 111 Hispanic
of media and consumer choice, social TV data, which measures the social media response to television DST Metros and 128 Black DST Metros ; Computer, Smartphone, Tablet via Total Media Fusion sourced
content, is a valuable way for industry players to better understand how fans are engaging with from Nielsen Media Impact. For digital data, weeks that cross calendar months are not included. Digital
television and brands. SCR delivers one comprehensive solution to help networks, agencies and data was produced on 01/07/19 and slight variations in data processed after this point reflect ongoing
advertisers measure, understand and act on social TV. updates. Note: Time spent among U.S. population includes whether or not they have the technology,
and data sources can be added or subtracted as appropriate. Time spent among users of each medium
would include different bases by source, and data sources should not be added or subtracted. Time
NPOWER METHODOLOGY spent among U.S. population includes visitor viewing and time spent among users excludes visitor
NPOWER is the Nielsen Company’s national custom analysis system, is a powerful tool that offers an
viewing resulting in occurrences of reported time spent for U.S. population to be higher than users.
unparalleled ability to focus on very specific audience characteristics and opens opportunities for
Some amount of simultaneous usage may occur across devices. Sum of individual sources may vary
detailed analysis of national television media. NPOWER employs a respondent-level data warehouse
slightly from total due to rounding.
that subscribers access through a browser-based interface. Audience estimates can be generated, not
only for all standard demographics and market breaks, but also for expanded audience characteristics
that cannot be accessed anywhere else. TELEVISION DISTRIBUTION STATUS, DEVICE OWNERSHIP
Based on scaled installed counts for December, 2019 via Nielsen NPOWER/National Panel.

SUPERDATA METHODOLOGY
SuperData questionnaires are written using survey science best practices and are reviewed by industry MEDIA TECH TRENDER
experts for accuracy and validity. All questions are worded clearly and provide actionable data. Data is MediaTech Trender is a quarterly consumer tracking study by Nielsen Media Analytics. With a focus on
collected from quantitative web surveys and all respondents are sourced from industry-leading survey awareness, ownership, usage, purchase interest, use cases and perceptions of emerging technology
panels. SuperData screens panel partners to ensure that they can offer robust targeting criteria in devices and services, the study also covers at least one deep-dive module each quarter to examine
order to collect data from the general population as well as niche subgroups. Data collection is a specific research topic. A quantitative online survey is offered in both English and Spanish to a U.S.
monitored daily to ensure that incoming survey data meets Nielsen standards for quality and accuracy. general population sample 13 years or older. Both household and person weights are developed each
quarter to represent the age, gender, racial/ethnic, education, income, household ownership, and
technological adoption proportions of the U.S. general population.
29

Copyright © 2020 The Nielsen Company (US), LLC. All Rights Reserved.
CONTRIBUTORS
Thank you to all the contributors to this report:

NIELSEN
Laura Nelson – Chief Communications Officer Raymond Gutt – Research Manager
Stacie de Armas – SVP, Diverse Insights & Initiatives Daniel Silver – Manager, Insights, SuperData
Patricia Ratulangi – VP, Global Communications, Diversity & Inclusion Ziming Wang – Marketing Manager, SuperData
Bashel Lewis – Emerging Leader Associate Ginny Barrett – Research Executive, Media Analytics
Nicanor Aldana – VP, Global Creative Director Jon Miller – Vice President, Audience Insights
Anni Annunziata – Senior Art Director Jane Shapiro – Sr. Research Executive, Audience Insights
Brittany Martorella – Creative Project Manager Domenico Schipani – Product Leadership, Planning Solutions
Alex Guaglianone – Art Director, UX
Bill Quinn – Editor-in-Chief NIELSEN EXTERNAL ADVISORY COUNCIL MEMBERS
Katie Olsen – Director, Digital Marketing Lillian Rodriguez Lopez – Principal, The Dorado Group
Kyle Rondeau – Senior Manager, Marketing & Communications Norelie Garcia – Director of Corporate Communications, Vrio Corp AT&T Latin
Julie O’Donnell – VP, Product Specialist America

Victoria Stevens – VP, Consumer Analytics Marcela Tabares – SVP, Strategic Insights and Research, A&E

Arica McKinnon – VP, Client Consulting

Erika Faust – SVP, Client Service ETHNIFACTS

Nicole Collida – SVP, Brand Effectiveness Mike Lakusta

Kaleigh Theriault – Client Manager Sarah Park

Scott McKenzie – Nielsen Intelligence Leader Daniela Kayser

Chris Quick – Sr. Research Executive, Media Analytics Ops

Veronica Hernandez – Research Analyst

30

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ABOUT NIELSEN
Nielsen Holdings plc (NYSE: NLSN) is a global measurement and data analytics company that
provides the most complete and trusted view available of consumers and markets worldwide.
Our approach marries proprietary Nielsen data with other data sources to help clients around
the world understand what’s happening now, what’s happening next, and how to best act on
this knowledge. For more than 90 years Nielsen has provided data and analytics based on
scientific rigor and innovation, continually developing new ways to answer the most important
questions facing the media, advertising, retail and fast-moving consumer goods industries. An
S&P 500 company, Nielsen has operations in over 100 countries, covering more than 90% of
the world’s population. For more information, visit www.nielsen.com.

ONE MEDIA TRUTHTM

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