El Nuevo Noticero: Mapping 4 information ecosystems for Latinos on Youtube
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ABOUT THIS RESEARCH
According to a recent Pew Research Report, YouTube is used by 81% of U.S. adults and 85% of adults who identify as Hispanic. To get a better understanding of the types of content Latino audiences were engaging with on the platform, EquisLabs, Harmony Labs, and the Cultural Engagement Lab set out to analyze over 250,000 days of YouTube consumption between January 1, 2020 and May 31, 2021.
This new research expands upon work from the 2020 partnership between Harmony Labs and Equis Labs which provided a comprehensive view of Latinx media consumption in America. Click on the report to learn more and for a written analysis, please visit Harmony Lab’s medium post.
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We work toward a more sophisticated understanding of the experiences, issue preferences, and political identities of Latino and Hispanic voters.
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Messaging
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At Equis we are frequently asked how Latino audiences respond to an increasing variety of media and cultural content — outside of news — and whether the shows people watch or music they listen to might reveal important insights for better capturing Latino attention. Equis Institute, in collaboration with Harmony Labs, has created a segmentation that gives ad makers, creators, and storytellers the power to understand the diverse demography and behaviors of Latinos in the US as well as the characters, values, and stories to which different clusters of Latinos gravitate.
Messaging
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Messaging
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Equis conducted research in partnership with A/B Partners and Senate Majority PAC. This research tackled the challenges in reaching and persuading Latinos voters who predominantly speak English and consume English-language media.
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Equis is a set of organizations working to create a better understanding of Latinos, innovate new approaches to reach and engage them, and invest in the leadership and infrastructure for long-term change and increased engagement.