Hispanic consumers redefining media trends

Hispanic audiences are driving cultural trends and redefining media engagement across the U.S. With nearly one fifth of the population and more than $4.1 trillion (about $13,000 per person) in spending power, they influence not just what content gets made, but how it is consumed, shared, and monetized. Nielsen's latest report, How Hispanic Viewers Are Creating Their Media Experiences, highlights the scale and impact of this cultural and economic force.

Young, connected, and culturally rooted

Hispanic viewers are the youngest demographic in the U.S., with a median age of 31. Approximately 37% of Hispanic households have children under 18, fueling media habits that emphasize flexibility, mobility, and personalization. Multigenerational households foster dynamic viewing environments where cultural traditions influence media choices.

Media curators in the attention economy

Hispanic audiences engage with media deliberately. They curate their own experiences. Streaming services, social platforms, and podcasts are central, offering entertainment and connection on their terms.

Streaming dominates, particularly among younger audiences who cut the cord in favor of on-demand programming. Yet linear television remains an anchor, especially Spanish-language content that resonates deeply with cultural identity.

Variety shows and conversational formats remain highly popular. Nearly 20% of Hispanic broadcast viewing goes to variety programming, well above the national average. These formats maintain traditions of community and shared humor, from classics like Sábado Gigante to sketches influencing mainstream shows such as Saturday Night Live.

Podcasts and radio continue to thrive, with radio reaching 93% of Hispanic listeners monthly, and podcast listeners are 62% more likely than average to act on ads. Low-clutter, trusted environments offer significant brand opportunities.

Algorithm Influencers: taking control of digital spaces

Representation matters. More than half of Hispanic consumers want to see themselves reflected in social media and advertising, especially Spanish-speaking audiences. In response, many become creators themselves, producing content that elevates voices and curates culturally relevant feeds.

Hispanic audiences are digital trendsetters. They are 29% more likely to use AI tools like ChatGPT, 115% more likely to use video editing apps like CapCut. They are also 80% more likely to leverage platforms like Linktree to control their online presence. Social shopping is also strong, 51% frequently buy products they see on social media, and 35% say shoppable ads make purchasing easier.

Nielsen's 2025 report shows marketers chasing audiences on digital and streaming, but many are missing Hispanic viewers. In Q1 2025, online retailers spent $363M on English-language ads versus just $3.4M on Spanish-language, mostly on YouTube. This is a missed opportunity for marketers to engage with the Hispanic consumers.

Soccer champions: passion that drives engagement

Hispanic audiences are avid "fanáticos", shaping U.S. soccer culture. They are 39% more likely than the general population to follow Major League Soccer, and 58% become fans through friends. The majority, 72%, are Gen Z or Millennials, driving a youthful, influential fan base.

The 2026 FIFA World Cup, playing across North America, amplifies this impact. Already, 40% of U.S. Hispanic consumers identify as World Cup fans, particularly among first- and second-generation audiences. Cities like New York and Miami, with large Hispanic populations, are places of deep engagement.

Soccer fandom is active, not passive. They are 21% more likely to stream sports and gravitate toward mobile-first content. On social media, they're setting the pace, turning to TikTok for sports news at rates 38% higher than the average fan. Hispanic fans are also more likely to buy from sponsors and recommend sponsoring brands, making them a powerful force for growth in the sports economy.

Learning from Hispanic audiences: culture as strategy

The message is clear. Culture is not an accessory; it is a strategy. Hispanic consumers are young, digitally savvy, and culturally connected. They curate media, influence algorithms, and champion cultural touchpoints that resonate far beyond their community.

Media companies are already leaning in, building audience growth strategies that put Hispanic viewers at the center. They're partnering with creators who reflect identity and values, and develop content that resonates with family, culture, and digital habits. For media companies, the payoff goes beyond capturing attention. It's about shaping how Hispanic audiences tell their stories, connect through culture, and influence the broader media landscape.