The Latino Donor Collaborative (LDC) today released its 2025 LDC U.S. Latinos in Media Report™: Full Year Update and the 2026 LDC Strategic Roadmap for the Entertainment Industry™. The data highlights a widening chasm between where Latinos consume English-language content and how they are represented on and off screen in the industry. The analysis connects audience behavior directly to company-level financial performance, providing entertainment executives with clear, actionable strategies to capture unrealized revenue.
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The 2025 LDC U.S. Latinos in Media Report™: Full Year Update
“In an era defined by hyper-consolidation and fierce competition for viewership, ignoring the most dominant growth driver in the American consumer economy isn’t just an oversight; it’s a fiduciary risk,” said Ana Valdez, President & CEO of the Latino Donor Collaborative. “Our data proves that Latino inclusion is not a diversity initiative; it is a growth strategy. The U.S Latino English language audience is already there. The revenue is already there. The companies that align their content and leadership with that reality will be the ones that win the next decade of media.”
The 2025 LDC U.S. Latinos in Media Report™ Full-Year Update underscores that Latinos:
- Spend 55.8% of their total TV time on streaming compared to 47.3% for the total U.S. population.
- Spend 19.1% of their total TV time on YouTube (42% higher than the national average), largely because legacy media has failed to represent them. Consequently, they are 35% more likely to be cord-cutters than the national average.
- Over-index heavily in live sports and appointment viewing, making up 53% of Copa América final viewers, 40% of UEFA audiences, and driving a 354% increase in Latino viewership for the NCAA Women’s Championship since 2021.
- Spend more time on ad-supported streaming than the total population, with 64% reporting paying closer attention to ads that portray them accurately.
A stark combination of structural complacency and historic market consolidation has made Latino parity a financial necessity for the entertainment industry. Studios currently capture only a fraction of potential Latino revenue, leaving up to $500 million in lost growth on the table annually per slate (10 films). With major industry consolidation, highlighted by Paramount-Skydance’s landmark $110 billion agreement to acquire Warner Bros. Discovery, a massive share of premium IP, live rights, and ad inventory will likely sit in fewer hands, magnifying the economic urgency for real structural change.
Key Strategic Recommendations from the 2026 LDC Strategic Roadmap for the Entertainment Industry™
- Tie Inclusion to Compensation: Institutionalize accountability by linking executive KPIs directly to measurable Latino growth metrics, including streaming engagement hours and opening weekend turnout.
- Fix Tracking Metrics: Overhaul internal dashboards to accurately track and value Latino consumer behavior.
- Empower Latino Creative Leadership: Move past temporary initiatives by greenlighting multi-picture deals with Latino creators and placing Latino executives in senior, permanent positions with authority.
The data proves the audience is already there; the 2026 Strategic Roadmap simply gives the entertainment industry the long-overdue blueprint to finally meet them.
About Latino Donor Collaborative
The Latino Donor Collaborative (LDC) is an independently funded 501(c)(3) nonprofit organization and think tank. The LDC has consistently provided economic and business data through meticulous research and fact-based insights. Its reports have become essential tools for U.S. resource allocators, highlighting the growing opportunities presented by the myriad contributions of U.S. Latinos across the social spectrum. Learn more at www.latinodonorcollaborative.org
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