Hispanic consumers are actively shaping their media experiences through curated digital journeys across various platforms, driven by cultural relevance and mobile-first behaviors. The report highlights three key ways Hispanic audiences are creating distinct media experiences:
1. Media Curators
Hispanic viewers prioritize on-demand content, with streaming dominating their media consumption, particularly YouTube. While they lean toward streaming, Spanish-language broadcast and cable remain significant, especially for variety shows and sports. Hispanic audiences show a strong preference for emotionally resonant, family-oriented content, with variety and conversational programming being particularly popular. Key data:
- Hispanic viewers spend more time with streaming than linear TV, with YouTube being the top platform.
- 18% of Hispanic broadcast viewing time is dedicated to sports or sports-related content.
- Variety shows and interactive formats resonate strongly, with programs like Casa de Famosos and Juego de Voces being popular.
Opportunities for brands:
- Partner with creators who align with Hispanic identity and values.
- Integrate audio into media mixes, as radio and podcasts reach 93% of Hispanics monthly.
- Focus on high-trust environments like podcasts, where Hispanic listeners show 62% higher brand recall.
2. Algorithm Influencers
Hispanics are increasingly becoming creators to address the lack of representation in media. They leverage platforms like YouTube, TikTok, and Linktree, with 35% more Hispanic Gen Z and Millennials using video editing apps like CapCut. A significant gap exists in digital ad investment for Spanish-language content, with only 0.92% of online retailer ad spend directed toward Spanish-language websites, primarily YouTube. Key data:
- 56% of Hispanics wish for more representation on social media, with 63% of Spanish-speaking Hispanics agreeing.
- 52% of Hispanics want more relevant ads on social media.
- Online retailers invest heavily in English-language YouTube (171.5M) but allocate minimal spend to Spanish-language YouTube (3.16M).
Opportunities for brands:
- Reevaluate digital ad strategies to include more Spanish-language content.
- Develop culturally relevant ads that reflect Hispanic values and identities.
- Tap into influencer partnerships and technology to engage Hispanic audiences effectively.
3. Soccer Champions
Hispanic sports fans, particularly MLS enthusiasts, are highly engaged and digitally active. They drive significant engagement for soccer, with 39% more likelihood than the general population to be avid MLS fans. Hispanic soccer fans lead social media interaction, are 21% more likely to consume sports on streaming platforms, and show higher brand loyalty. Key data:
- 40% of U.S. Hispanics identify as World Cup fans, with 46% among first- and second-generation immigrants.
- Hispanic MLS fans are younger, with 72% being Gen Z or Millennials.
- Hispanic soccer fans are 11% more likely to buy sponsored brands and 12% more likely to recommend sponsoring companies.
Opportunities for brands:
- Partner with Hispanic soccer fans and stars to influence purchases, especially in categories like energy drinks, grooming products, and luxury accessories.
- Engage fans beyond the game through social media and mobile apps, as 70% of Hispanic World Cup fans plan to use official apps.
- Understand local markets hosting World Cup matches (New York, Miami) to tailor regional campaigns.
The report concludes that Hispanic consumers are a powerful demographic for brands willing to meet them with authenticity, insight, and culturally relevant strategies across digital and traditional media platforms.
