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