“Hispanics are avid fans of most types of media. However, sub-segments of this rich and diverse group engage with media in different ways, making it essential to dig deeper. Targeting media buys based on the usage patterns for specific audiences is critical, as is creating content in a mix of both Spanish and English to match how Hispanics communicate. Younger Hispanics do emerge as a potential risk factor for traditional media and even for streaming services: social media appears to be dominating their leisure time, making it important to partner with influencers to gain their attention.”
– Carol Wong-Li, Director – Consumers and Cultures

Key issues covered in this Report

  • Hispanic usage of video, audio, written and social media
  • Attitudes about media usage
  • Opportunities for deepening Hispanics’ connections with various media platforms
  • Strategies for leveraging different media platforms to reach Hispanics

Table of Contents

  1. Overview

    • What you need to know
    • Key issues covered in this Report
    • Definitions
    • Market context:
  2. Executive Summary

    • Top takeaways
    • Market overview
      • Figure 1: Media use, 2022
      • Figure 2: Outlook on Hispanics and media, 2022-27
    • Opportunities
    • Social is where it’s at for the young
      • Figure 3: Media use, 18-24s vs Total, 2022
    • Streaming video resonating well with bilingual Hispanics
      • Figure 4: Attitudes about streaming media services, by personal language preference, 2022
    • Challenges
    • Persistent digital divide
      • Figure 5: Technology ownership and broadband access, by race and ethnicity, 2021
    • Written media and journalism at risk
      • Figure 6: Written media sources, by select demographics, 2022
    • Key consumer insights
  3. Hispanics by the Numbers

    • A young and growing population
      • Figure 7: US population, by race and Hispanic origin, 2016-26
      • Figure 8: Hispanic share of US population, by age, 2021
    • Significant buying power despite lower incomes
      • Figure 9: Median household income, by race and Hispanic origin of householder, 2020
      • Figure 10: Household income distribution by race and Hispanic origin of householder, 2020
    • A diverse mix of backgrounds and languages
      • Figure 11: Hispanic population by country of origin, 2019
      • Figure 12: Languages primarily spoken in the home, 2022
  4. Market Factors and Current Opportunities

    • Inflation and economic uncertainty could impact spending
      • Figure 13: Employment status of the civilian population (seasonally adjusted), March 4, 2022
      • Figure 14: Consumer Price Index change from previous period, 2007-222
      • Figure 15: Hispanic Consumer Sentiment index, 2019-22
    • COVID concerns persist for Hispanics
      • Figure 16: Worry about COVID-19 exposure, by Hispanic origin, 2020-22
    • A lingering digital divide?
      • Figure 17: Technology ownership and broadband access, by race and ethnicity, 2021
      • Figure 18: Home entertainment device ownership, by Hispanic origin and income, 2021
  5. Hispanics and Media Consumption – Fast Facts

    • Video Entertainment
  6. Media Use Overview

    • Hispanics are avid media users
      • Figure 19: Media use, 2022
    • Gen Z less engaged with audio, written media
      • Figure 20: Media use, by generation, 2022
    • Leveraging the influence of social to connect with Gen Z Hispanics
      • Figure 21: Lele pons Instagram post, 2022
  7. Video Entertainment

    • Hooked on streaming
      • Figure 22: Video entertainment sources, 2022
    • Viewing patterns vary greatly by age
      • Figure 23: Video entertainment sources, by age, 2022
    • Acculturated Hispanics more likely to watch cable
      • Figure 24: Video entertainment sources, by acculturation levels, 2022
    • Majority of Hispanics watch multiple video platforms
      • Figure 25: Number of video entertainment sources, by household income, 2022
  8. Audio Entertainment

    • Strong adopters of audio, particularly streaming music
      • Figure 26: Audio entertainment sources, 2022
    • Seniors love radio
      • Figure 27: Audio entertainment sources, by age, 2022
    • Spanish-dominant Hispanics strong on radio
      • Figure 28: Audio entertainment sources, by personal language preference, 2022
    • Bilingual Hispanics use more audio sources
      • Figure 29: Number of audio entertainment sources used, by personal language preference, 2022
    • SiriusXM spots growing Hispanic podcast opportunity
      • Figure 30: reVolver Podcasts facebook posts, 2022
  9. Written Media

    • Written content lags behind video and audio
      • Figure 31: Written media sources, 2022
    • Higher-income Hispanics do more reading
      • Figure 32: Written media sources, by household income, 2022
    • Significant gap for Spanish speakers
      • Figure 33: Written media sources, by personal language preference, 2022
    • Affluent Hispanics rely on multiple written media sources
      • Figure 34: Number of written media sources used, by household income, 2022
  10. Social Media

    • Hispanics particularly invested in social video
      • Figure 35: Daily social media use, 2022
    • Instagram most popular with the young
      • Figure 36: Daily social media use, by age, 2022
    • Spanish speakers flock to Facebook and YouTube
      • Figure 37: Daily social media use, by personal language preference, 2022
  11. Attitudes towards Media Services

    • High level of satisfaction with streaming services
      • Figure 38: Attitudes towards value, content quality and language variety of media services (any agree), 2022
    • Potential risk amongst younger Hispanics
      • Figure 39: Perceived value of streaming services (any agree), by age, 2022
    • Desire for more Spanish content
      • Figure 40: Desire for more Spanish content, perceived value, and satisfaction with quality (any agree), by personal language preference, 2022
    • Pluto speaks in Hispanics’ language(s)
      • Figure 41: Pluto Twitter ad, 2021
    • More is more for Disney+
      • Figure 42: Disney+ Facebook ad, 2021
  12. Tech and Togetherness

    • A conflict between convenience and community
      • Figure 43: Attitudes towards tech and togetherness, by acculturation level, 2022
    • Individual streaming particularly prevalent for parents
      • Figure 44: Attitudes towards tech and togetherness, by gender and parental status, 2022
  13. Future Opportunities and Strategies

    • Meeting consumer needs through the lens of the Identity Trend Driver
    • Representing the richness of Hispanic culture
      • Figure 45: Disney Instagram Post, 2022
    • What’s next? More content crossing borders
    • Meeting consumer needs through the lens of the Technology Trend Driver
    • 5G gains momentum
      • Figure 46: LeJuan James Facebook post, 2021
    • What’s next: Exploring the metaverse
      • Figure 47: Attitudes towards the metaverse (any agree), by Hispanic origin, 2022
  14. Appendix – Data Sources and Abbreviations

    • Consumer survey data
    • Abbreviations and terms
    • Abbreviations

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