About The Source

THE SOURCE is responding to the needs of forward-thinking studios and networks who recognize that Latinos represent a rapidly growing and increasingly profitable market segment. U.S. Latinos represent 19.5% and 27% of all Americans and Gen Alpha, respectively. Current film, TV, and Streaming content does not reflect the demographic changes that their audiences have undergone. Since 2015, when the LDC first published the Official LDC U.S. Latino GDP Report™, the U.S. Latino GDP has experienced a remarkable real increase of over 50%, rising from $2.1 trillion in 2015 to $4.0 trillion in 2023. In contrast, the non-Latino GDP grew by only 17% during the same period. Additionally, Latino annual consumption grew at an impressive 4.9% between 2018 and 2023, more than double the growth rate of non-Latinos. This demographic and economic evolution brings a window of opportunity for content providers to plug into untapped audiences who are seeking mirrors.

THE SOURCE is brought to you by the Latino Donor Collaborative (“LDC”). Our talent pool was sourced via the LDC’s comprehensive analysis of summer and fall 2019 mainstream TV/OTT programming, as well as top-grossing box office films, in preparation for the U.S. Latinos in Media Report. The database and report will be updated seasonally.

The Latino Donor Collaborative is the objective and analytical entity that defines the opportunities and actionable steps to be taken by American resource allocators as Latinos become the driving force of the economy. To learn more about America’s New Mainstream audience and why Latinos are key to successful growth strategies, download the Above-the-Line Latinos in Media LDC report here.