Beyond Hispanic Over-Indexing: Binge-Viewing

*Apparently, Latinos binge-watch more than others. That may be because Latinos are in their “binge-watching prime years.” So content providers are looking to add more Latino culture to their offerings. This could be the tipping point, where future revenue forces media to pay attention to Latinos. Or not.  VL

By Mario Carrasco, MediaPost

Hispanics over-index in [insert every product and service here]. Every day we find out how Hispanics over-index in everything from mobile coupons to hamburgers. While interesting data, it doesn’t really provide marketers with the insight needed to effectively target Hispanic consumers. We are guilty of contributing to the over-indexing story because as a market-researcher, we are tasked with reporting the numbers. The over-indexing narrative is becoming so pervasive that we are running the risk of over saturating the marketing conversation to the point where our over-index chant becomes a drawn out hum, tuned out by the brand managers and consumer insights professionals that need to hear us most. But ultimately, the reason this narrative is so pervasive is because, well, Hispanics do over-index across many categories in comparison to their general market counterparts.

[pullquote][tweet_dis]Hispanics are in their binge-viewing prime years and that cohort is only going to continue to grow.[/tweet_dis][/pullquote]

In an attempt to steer the conversation to a more useful place, this is the first of a multi-part series that will attempt to look into several categories where Hispanics over-index and try to move beyond the numbers to see what is driving this difference.

Click HERE to read the full story.