Page 10 - HMC 2021 HISPANIC MARKET GUIDE
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  Hispanic: Key Values
Important and Differentiating Values for Hispanics Highlighted values are 10 or more percentage points higher among Hispanics than Non-Hispanics
its adaptation of the Turkish soap opera Kara Para, Ask. This cultural cross-pollination also extends to YouTube, where the #1 creator is from India and #2 is from Sweden.
People are Watching, Especially People of Color!
53%+ 13–49s have watched a show in a language they do not speak; Hispanics MOST likely
53% 58%
NHW NHB HISP
2 in 10, 13–49s say they were “unaware but would watch”
QM5/M6: Many SVOD services such as Netflix, Prime, HULU offer programming from different countries in various language other than English (or for Hispanics also Span- ish). Have you ever watched any of them? BASE: WATCH SVOD 1,109 25–49; Parents of 8–12 aged kids + 1,100 13–17s.
Kantar’s data echoes this growing cultural openness.
   1. Family
2. Honesty
3. Privacy 5. Fairness:
7. Working Hard 8. Authenticity
9: Balance
Protecting and prioritizing my family
Being trustworthy
Keeping my personal life, data and information concealed
Wanting equal rights and opportunities for everyone
Having a strong work ethic
Staying true to myself, seeking genuineness
Seeking balance and harmony in my life
   4. Humility
  Being humble or modest
    6. Learning
  Discovering and learning new things as often as I can
   10: Empathy
Source: Kantar U.S. Monitor, 2020
Having a deep understanding of
other people’s feelings and thoughts
  American Cultural Literacy Is Being Expanded Via Exposure to Authentic, Personal Storytelling from Local Cultures Around the World
Fueled primarily by Netflix’s worldwide
programming strategy with content such as Money
Heist, Giri/Haji, Dark, and most recently Lupin and
Korean drama Sisyphus: The Myth, coupled with
YouTube’s global organic content, the majority of
teens—and also parents—are watching content in
a language they do not speak, especially Hispanics
at 68%. These in-culture content connections can potentially act as a powerful force to build cultural
empathy.
People in the U.S. are More Culturally Open Than Ever
70 60
50
and Turkish soap operas—in fact, Univision has capitalized on this trend with Imperio de Mentiras,
I am always looking for different
cultural experiences and influences
that will broaden my horizons (among 16+)
66%
+17pts
Money Heist, a Netflix Spanish-language heist telenovela from Spain, was #1 globally in ANY language, with season 3 viewed by 34 million households in its first week. The French mystery thriller, Lupin, has reached 70 million households40 since its January 8 debut. Also popular with HMC study participants were Bollywood, Nollywood
62%
49%
Total Population
80
68%
 2011 2020
Source: Kantar U.S. Monitor, 2011–2020
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HMC 2021 HISPANIC MARKETING COUNCIL
  







































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