Hispanic consumers drive streaming dominance with 55.8% share

Hispanic consumers establish themselves as streaming leaders, commanding 55.8% of total television time through digital platforms while the general U.S. population reaches only 46%, according to Nielsen's September 9, 2025 report "Curating The Narrative: How Hispanic Viewers Are Creating Their Media Experiences."

The comprehensive analysis demonstrates how Hispanic audiences actively reshape media consumption patterns across the United States. Representing nearly 20% of the U.S. population with more than $4.1 trillion in purchasing power, this demographic drives significant trends in streaming, social media engagement, and sports viewership.

Content preferences signal cultural priorities

Hispanic viewers exhibit distinct content preferences that reflect cultural values and community connections. General drama captures the largest share of broadcast programming time among Hispanic audiences, while 18% of their broadcast consumption focuses on sports or sports-adjacent content.

Variety shows and conversational programming emerge as uniquely strong categories for Hispanic viewers, totaling nearly 20% of their viewing time. This preference encompasses programs like Casa de Famosos, Juego de Voces, and American Idol, signaling attraction to emotionally resonant, family-oriented, and interactive formats.

Spanish-language variety programs demonstrate lasting cultural significance. Shows like Sábado Gigante, which ran for more than 50 years before ending in 2015, maintained popularity within Hispanic communities. Younger Hispanics now bring references from these programs into popular culture, as evidenced by recent Saturday Night Live sketches featuring Marcello Hernandez.

Cable viewing patterns among Hispanic audiences favor variety programs and shared cultural experiences over traditional news-dominant content. While news typically leads cable viewership, Hispanic households allocate only 16.5% of their cable time to news programming, compared with 22.7% for total U.S. audiences. Instead, Hispanic viewers dedicate more time to sports events and feature films.

Digital engagement reveals representation gaps

Hispanic consumers demonstrate sophisticated digital media curation behaviors driven partly by representation deficits. According to Nielsen's 2025 Attitudes on Representation Survey, 56% of Hispanics wish they saw more representation while scrolling social media feeds, with Spanish-speaking Hispanics reaching 63%.

These audiences compensate by becoming content creators themselves, filling cultural gaps they observe in their digital experiences. Hispanic consumers show 115% higher likelihood of using CapCut video editing applications, 80% higher probability of using Linktree for digital presence curation, and 29% increased likelihood of utilizing AI platforms like ChatGPT compared to general population.

Social commerce integration reveals significant opportunities. Hispanic consumers demonstrate 51% frequency in purchasing products advertised through social media, while 35% find shoppable advertisements interesting and convenient. Hispanic women particularly embrace influencer-driven commerce, with 15% regularly purchasing products based on social media recommendations.

Digital advertising investment remains disproportionate

Despite substantial Hispanic engagement with Spanish-language digital content, advertising investment shows dramatic disparities. According to Nielsen Ad Intel data from Q1 2025, online retailers invested approximately $363.42 million in English-language website advertising while allocating only $3.38 million to Spanish-language platforms, representing merely 0.92% of total digital budgets.

YouTube emerges as the dominant platform for Spanish-language advertising allocation. Nearly 96% of Spanish-language digital spending by online retailers, approximately $3.16 million out of $3.38 million total, targeted YouTube content. This concentrated approach contrasts sharply with more diversified English-language strategies across multiple platforms.

The investment gap becomes more significant considering Spanish-speaking audiences spend nearly 21% of their television time consuming YouTube content during June 2025. Spanish-language dominant Hispanics demonstrate even stronger streaming preferences, with 52.8% of their television time dedicated to streaming platforms.

Entertainment and sports content dominate Spanish-language YouTube channels by impressions, accounting for 22.7% and 18.1% respectively. Music content captures 17.4% of impressions, while news and media content represents 6.5%. These content distributions suggest robust engagement opportunities for brands willing to invest appropriately.

Audio platforms demonstrate high engagement potential

Radio and podcasts command significant attention from Hispanic audiences, accounting for 79% of all daily audio time with advertising-supported platforms. In Q1 2025, radio reached 93% of Hispanics monthly, demonstrating consistent engagement across traditional audio formats.

Podcast advertising shows particularly strong performance among Hispanic listeners. These audiences demonstrate 62% higher likelihood of calling phone numbers from podcast advertisements compared to general population. This response rate suggests podcasts create high-trust environments conducive to direct response marketing.

Audio consumption patterns align with mobile-first behaviors prevalent among Hispanic consumers. Their younger demographic profile, with median age of 31 and most common age of 17, contributes to active lifestyles where audio content provides compatibility with studying, working, and recreational activities.

Soccer fandom drives brand loyalty opportunities

Hispanic sports fans exhibit passionate engagement that translates into marketing advantages. They demonstrate 39% higher likelihood of being avid Major League Soccer fans compared to total population, with 58% citing friend influence as their primary path to soccer fandom.

Community connections define Hispanic soccer engagement. The fanbase skews notably younger, with 72% of Hispanic sports fans belonging to Gen Z or Millennial demographics, compared to just 50% of overall U.S. sports fans. This "fanáticos" enthusiasm extends beyond viewing to active digital participation.

Digital sports consumption among Hispanic fans shows elevated engagement across platforms. They demonstrate 21% higher likelihood of consuming sports through streaming platforms and 38% increased probability of using TikTok for sports news consumption. This digital interaction produces tangible business outcomes, with Hispanic fans showing 11% higher likelihood of purchasing from sponsoring brands and 12% increased probability of recommending sponsors.

World Cup anticipation reveals significant market potential. A remarkable 40% of all U.S. Hispanics already identify as World Cup fans, with enthusiasm reaching 46% among first- and second-generation Hispanic Americans. The upcoming 2026 FIFA World Cup, with final games in New York and Miami, positions brands to engage Hispanic audiences in markets with substantial Hispanic populations.

New York metro area, hosting the final at MetLife Stadium, contains 24% Hispanic adults aged 18 and older. Miami Stadium will host seven matches including the bronze final, serving a market where 54.9% of the population identifies as Hispanic. Both cities demonstrate elevated soccer interest, with New Yorkers 17% more likely and Miamians 112% more likely to express strong European, MLS, or Mexican League soccer interest compared to national averages.

Connected television evolution creates measurement opportunities

The streaming dominance among Hispanic viewers occurs amid broader Connected Television market expansion. Television measurement continues evolving with Nielsen's Big Data + Panel methodology combining 42,000 panel homes with 45 million household data inputs for the 2025 television season.

CTV advertising investment accelerates with platforms developing sophisticated targeting capabilities. Viant Technology's August 19, 2025 integration with Wurl enables scene-level contextual intelligence, allowing advertisers to align messaging with specific content moments across streaming platforms.

Connected TV measurement capabilities expand internationally as Nielsen announced Q4 2025 availability of CTV intelligence within Ad Intel solutions for Australian markets, following deployments in United States, Germany, and United Kingdom.

Marketing implications demand strategic reconsideration

Hispanic consumer media behaviors require marketers to reassess traditional demographic targeting approaches. Their streaming-first consumption patterns, cultural content preferences, and digital engagement levels suggest opportunities for brands willing to invest authentically.

Creator partnerships emerge as particularly relevant strategies. Hispanic audiences spend substantial time with social and online video content, creating opportunities for collaborations that align with cultural identity and values. Cross-channel storytelling that integrates digital touchpoints with traditional media can drive both awareness and conversion objectives.

Cultural authenticity remains paramount. Hispanic audiences increasingly evaluate brand trustworthiness, seeking genuine engagement from companies that respect their influence and reflect their values. This evaluation extends beyond advertising creative to encompass broader brand positioning and community involvement.

The upcoming 2026 FIFA World Cup represents a significant moment for brands to demonstrate authentic engagement with Hispanic communities. With 70% of Hispanic World Cup fans planning social media and mobile app engagement, the tournament provides multiple touchpoints for meaningful brand interactions.

Data methodology and research scope

Nielsen's analysis draws from multiple data sources including National TV Panel data based on more than 42,000 homes and over 100,000 people selected through area probability sampling. The study incorporates Nielsen's Attitudes on Representation Survey from 2025, involving more than 7,000 computer and mobile users weighted for age, gender, race, ethnicity, and income.

Streaming data utilizes Nielsen National TV Panel Data augmented by Streaming Platform Ratings for persons 2+ during June 2025. Digital advertising spend analysis comes from Nielsen Ad Intel U.S. data covering Q1 2025, while sports fan insights derive from Nielsen Fan Insights collected July 2023 through June 2024.

The research encompasses Hispanic audiences aged 18 and older across multiple generational segments, with particular attention to language preferences and household composition. Methodology accounts for the 26% of Hispanic households living in multifamily arrangements, ensuring representative measurement of viewing behaviors influenced by multiple household members.

Timeline

• August 29, 2024: LG Ad Solutions releases data showing 78% of Hispanic Americans prefer Connected TV to traditional television, with 69% preferring ad-supported content over paid subscriptions
• November 26, 2024: Mexican streaming viewership drops 1.1% to 20.4% in October, demonstrating regional variations in Hispanic streaming consumption patterns
• January 2, 2025: Global TV ad spend projected to reach $169.1 billion in 2025 as streaming advertising surges 19.3% while linear TV declines 3.4%
• June 10, 2025: WPP revises global advertising forecast to $1.08 trillion amid trade disruptions, with retail media projected to reach $252.1 billion by 2030
• June 12, 2024: Connected TV ads receive unique identifiers through IAB Tech Lab framework improving measurement and consumer experience
• June 20, 2025: Tubi surpasses 100 million users amid streaming advertising boom, reaching 2.2% of total TV viewing through ad-supported model
• July 16, 2025: Wunderkind launches programmatic CTV pause ads with 79% cost reduction capabilities for streaming television
• July 23, 2025: Mexican streaming share rebounds to 23.7% in June 2025 after 2024 decline, with expanded Nielsen measurement across 28 cities
• August 1, 2025: Amazon advertising revenue jumps 22% to $15.7 billion in Q2 2025 driven by Connected TV partnerships and AI-powered tools
• August 5, 2025: Microsoft launches Premium Streaming campaigns including Netflix through three-tier quality system for broadcast-quality video advertisements
• August 13, 2025: Nielsen launches Connected TV intelligence for Australia's advertising market with Q4 2025 availability for competitive analysis
• August 19, 2025: IPG Mediabrands launches Acxiom Contextual CTV solution powered by IRIS_ID for scene-level targeting with 2x awareness lift
• August 19, 2025: Viant integrates with Wurl for scene-level CTV targeting becoming first demand-side platform delivering contextual intelligence across Connected Television
• August 19, 2025: Kargo CTV campaigns achieve 78% higher attention than industry standards according to TVision measurement research
• August 26, 2025: Magnite rolls out pause ads for streaming TV with DIRECTV and Fubo partnerships through ClearLine platform integration
• September 9, 2025: Nielsen releases "Curating The Narrative: How Hispanic Viewers Are Creating Their Media Experiences" revealing 55.8% streaming share
• September 10, 2025: LG Ad Solutions releases comprehensive diversity studies revealing Connected TV viewing patterns among Hispanic, Black, Asian, and LGBTQ+ Americans
• September 11, 2025: Nielsen launches Big Data + Panel measurement for 2025 TV season combining 42,000 panel homes with 45 million household data inputs

Summary

Who: Hispanic consumers in the United States, representing nearly 20% of the population with $4.1 trillion in purchasing power, led by younger demographics with median age 31. Nielsen, through SVP Inclusive Insights Stacie de Armas, conducted the comprehensive research analysis.

What: Hispanic viewers achieve 55.8% streaming share of total television time, significantly outpacing the 46% general U.S. population average. The demographic demonstrates sophisticated digital media curation, elevated sports engagement, and substantial social commerce adoption while facing representation gaps in advertising.

When: Nielsen announced findings September 9, 2025, covering data collection from Q1 2024 through Q1 2025, with specific measurement periods including June 2025 for streaming platform ratings and July 2023-June 2024 for sports fan insights.

Where: Research encompasses Hispanic audiences across the United States, with particular focus on major metropolitan areas including New York (24% Hispanic population) and Miami (54.9% Hispanic population) ahead of 2026 FIFA World Cup hosting duties.

Why: Hispanic consumers actively curate digital experiences partly due to representation deficits, with 56% seeking more social media representation and 52% wanting relevant advertising. Their streaming dominance, cultural content preferences, and digital engagement create significant opportunities for authentic brand engagement ahead of major sporting events and continued streaming growth.