Description

“COVID-19 dramatically reshaped Hispanics’ leisure priorities. As they spent more time at home, most Hispanics adapted and became pleased with their lifestyles, but some undeniably feel they are missing out on life. Those who are satisfied are more likely to think they have the resources (ie, time and money) to pursue the things they want to do and are more likely to feel content with the changes COVID-19 imposed on them.”

– Juan Ruiz, Director of Hispanic Insights  

This Report looks at the following areas:

  • The impact of COVID-19 on Hispanics’ leisure activities and entertainment.
  • How different segments of Hispanics approach leisure and entertainment, and opportunities for brands.
  • Hispanics’ content consumption habits and what has changed.
  • Key leisure and entertainment opportunities as the US reopens.

Table of Contents

  1. Overview

    • What you need to know
      • This Report looks at the following areas:
        • Definition
          • Market context
            • Economic and other assumptions
              • COVID-19: US context
              • Executive Summary

                  • Top takeaways
                    • Market overview
                      • Impact of COVID-19 on Hispanics and leisure and entertainment
                        • Figure 1: Short-, medium- and long-term impact of COVID-19 on Hispanics’ leisure and entertainment, May 2021
                      • Opportunities and challenges
                        • Two segments of Hispanic are satisfied with their lifestyles
                          • Figure 2: Hispanic leisure attitudes segments, April 2021
                        • Embrace time with friends and family
                          • Figure 3: Friends and family influence on leisure time – any agree, by language preference, April 2021
                        • Hispanic women play video games, too
                          • Figure 4: Hispanics playing video games, by gender and age, April 2021
                        • Scripted TV series in Spanish hold the key to drive Hispanics’ engagement
                          • Figure 5: Hispanics’ interest in more video streaming options in Spanish, by language preference, April 2021
                          • Figure 6: Preferred types of content, by language preference, April 2021
                      • US Hispanics, Leisure and Entertainment – Key Takeaways

                        • Household composition means several people influence Hispanics’ approach to leisure
                          • Spending on leisure and entertainment decreased in 2020
                            • COVID-19 has had both a positive and negative impact on Hispanics’ leisure
                              • Encouraging signs can influence Hispanics’ leisure approach
                              • Hispanics by the Numbers

                                  • Hispanics’ demographic characteristics impact their leisure and entertainment approach
                                      • Figure 7: US population, by race and Hispanic origin, 2016-26
                                      • Figure 8: Hispanic share of the US population, by age, 2021
                                      • Figure 9: Average number of people per household, by race and Hispanic origin, 2020
                                      • Figure 10: Households with related children under 18 in the household, by race and Hispanic origin of householder, 2020
                                      • Figure 11: Language Hispanics speak at home, by age, November 2019-November 2020
                                      • Figure 12: Hispanics’ language preference, by age, November 2019-November 2020
                                  • Market Value Indicators

                                    • Hispanics accounted for more than 10% of leisure and entertainment spending in 2020
                                      • Impact of COVID-19 on Hispanics’ leisure and entertainment
                                        • Immediate impact (2020)
                                          • Short term (2021)
                                            • Recovery (2022-25)
                                            • Market Factors

                                              • There is a new appreciation for work/life/free time balance
                                                • In-person classes are poised to free up some time
                                                  • The COVID-19 vaccine rollout is at full speed
                                                    • Figure 13: US Department of Health and Human Services Facebook post, March – May 2021
                                                  • Hispanics closed the online gap
                                                    • Figure 14: Hispanic internet use, November 2019-November 2020
                                                  • Hispanics keep an eye on their wallets
                                                    • Figure 15: Median US household income, by race and Hispanic origin of householder, 2019
                                                    • Figure 16: US household income distribution, by race and Hispanic origin of householder, 2019
                                                • Companies and Brands – Key Takeaways

                                                  • Streaming: Spanish-dominant Hispanics are a big prize
                                                    • Streaming: spacing out engagement
                                                      • In-person activities: brands are past COVID-19 and focusing on their strengths instead
                                                        • The next normal offers opportunities on multiple fronts
                                                        • Competitive Strategies

                                                          • Streaming: the battle for Spanish-speaking Hispanics
                                                              • Figure 17: Use of Netflix and Disney+ – Past 30 days, by Hispanic origin and language spoken at home, November 2019-November 2020
                                                            • Streaming: spacing out episode releases
                                                              • Movie theaters are aiming to give a sense of normalcy
                                                                • Figure 18: AMC Entertainment Facebook post, May 2021
                                                                • Figure 19: CineMark Facebook post, April – May 2021
                                                              • Full-service restaurants: it’s about rediscovering value
                                                                • Figure 20: Cheesecake factory Instagram post, April-May 2021
                                                                • Figure 21: Chili’s Grill & Bar creative, August 2019-May 2021
                                                            • Market Opportunities

                                                              • Mintel Global Trend Drivers
                                                                • Figure 22: Mintel Global Trend Drivers
                                                              • Experiences and Wellbeing: a renewed appreciation for leisure time
                                                                • Identity: leveraging the influence of family and Hispanic culture
                                                                  • Technology: capturing most of Hispanics’ leisure time
                                                                  • The Consumer – Key Takeaways

                                                                    • Hispanics can be classified into four leisure segments
                                                                      • Family, time and money influence Hispanics’ leisure approach
                                                                        • COVID-19 reshaped Hispanics’ leisure time
                                                                          • Hispanics keep adding content subscriptions
                                                                            • Hispanics’ content preferences are diverse
                                                                              • Bilingual Hispanics are a tricky audience
                                                                              • Leisure and Entertainment Attitudinal Segments

                                                                                • There are four ways Hispanics approach leisure and entertainment
                                                                                    • Figure 23: Hispanic leisure and entertainment attitudinal segments, April 2021
                                                                                  • Life Lovers (34%)
                                                                                      • Figure 24: Profile of Life Lovers, April 2021
                                                                                    • “Me” Timers (22%)
                                                                                        • Figure 25: Profile of “Me” Timers, April 2021
                                                                                      • Whatevers (22%)
                                                                                          • Figure 26: Profile of Whatevers, April 2021
                                                                                        • Strugglers (23%)
                                                                                            • Figure 27: Profile of Strugglers, April 2021
                                                                                        • Attitudes toward Leisure and Entertainment

                                                                                          • Attitudinal differences uncover different themes
                                                                                            • Family’s influence and availability of time and money impact Hispanics’ leisure approach
                                                                                              • Hispanics need to feel friends and family close
                                                                                                • Family and Hispanic culture go hand in hand
                                                                                                  • Time + budget = control
                                                                                                    • Hectic lifestyles lead to FOMO
                                                                                                      • Figure 28: Attitudes toward leisure and entertainment – any agree, April 2021
                                                                                                      • Figure 29: Attitudes toward leisure and entertainment – any agree, by gender and age, April 2021
                                                                                                      • Figure 30: Attitudes toward leisure and entertainment – any agree, by parental status and gender, April 2021
                                                                                                  • Leisure Activities

                                                                                                    • Hispanics’ leisure activities changed due to COVID-19
                                                                                                      • Hispanic women’s plates are full
                                                                                                        • Gaming gives Hispanic men an escape
                                                                                                          • Bilingualism creates a fertile ground for content-related activities
                                                                                                            • Figure 31: Leisure activities Hispanics do and change compared to pre-pandemic, April 2021
                                                                                                            • Figure 32: Leisure activities Hispanics do, by gender and age, April 2021
                                                                                                            • Figure 33: Leisure activities Hispanics do, by parental status, April 2021
                                                                                                        • Changes in Content Consumption Due to COVID-19

                                                                                                          • Hispanics are adding more options to their content repertoire
                                                                                                            • Spanish-dominant Hispanics are used to linear programming
                                                                                                              • Less affluent Hispanics are more selective in their choices of streaming services
                                                                                                                • Figure 34: Changes in content consumption due to COVID-19, April 2021
                                                                                                                • Figure 35: Changes in content consumption due to COVID-19, by age, April 2021
                                                                                                                • Figure 36: Changes in content consumption due to COVID-19, by language preference, April 2021
                                                                                                              • A note about renting theatrical releases
                                                                                                                • Figure 37: Hispanics’ incidence of renting a theatrical movie release, by household income and by parental status by gender, April 2021
                                                                                                              • A note about cancelling cable/satellite subscriptions
                                                                                                                • Figure 38: Hispanics’ incidence of cable/satellite cancelations, by household income, April 2021
                                                                                                            • Preferred Types of Content

                                                                                                              • Hispanics are diverse in their preferred content types
                                                                                                                  • Figure 39: Preferred types of content, April 2021
                                                                                                                  • Figure 40: Preferred types of content, by gender, April 2021
                                                                                                                  • Figure 41: Preferred types of content, by language preference, April 2021
                                                                                                              • Opinions about Leisure Behaviors

                                                                                                                • Hispanic men drive the adoption of multiple streaming services
                                                                                                                  • Binge-watching is an English language phenomenon
                                                                                                                    • The specific moment in which Hispanics wish for more Spanish-language streaming options
                                                                                                                      • Time spent on social media comes with more regrets
                                                                                                                        • Figure 42: Opinions about leisure behaviors, April 2021
                                                                                                                        • Figure 43: Opinions about leisure behaviors, by gender and age, April 2021
                                                                                                                        • Figure 44: Opinions about leisure behaviors, by language preference, April 2021
                                                                                                                    • Appendix – Data Sources and Abbreviations

                                                                                                                      • Data sources
                                                                                                                        • Consumer survey data
                                                                                                                          • Consumer qualitative research
                                                                                                                            • Abbreviations and terms
                                                                                                                              • Abbreviations
                                                                                                                              • Appendix – The Market

                                                                                                                                  • Figure 45: Number of US households, by race and Hispanic origin of householder, 2010 and 2020

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