Photo by Proxima Studio, via Canva Pro
Latino consumers devote a greater share of their TV viewing to streaming than the overall U.S. population, according to a Nielsen report released on Tuesday.
The study found that streaming accounts for 55.8% of total TV time among Latino viewers, compared with 46% nationwide. Latino audiences also outpaced the general market on YouTube, Netflix and Disney, a press release about the report noted.
“Brands that want to succeed in this environment must understand that Hispanic audiences are not waiting to be represented. They are building their own platforms, amplifying their culture, and demanding authenticity,” Stacie de Armas, senior vice president of inclusive insights at Nielsen, said in the release. “Marketers must engage Hispanics authentically to take advantage of one of the most powerful and influential audiences in America today.”
The findings are part of Nielsen’s latest Diverse Intelligence Series report, titled Curating the Narrative: How Hispanic Viewers Are Creating Their Media Experiences.
Latinos now comprise nearly 20% of the U.S. population and hold more than $4.1 trillion in purchasing power, according to the report, adding that “their digital- and mobile-first media consumption behaviors are driving and influencing broader trends in today’s media/entertainment, technology and sports landscape.”
Here are some of the findings from the release:
Radio and podcasts account for 79% of all daily audio time with ad-supported platforms, with 62% of Hispanic podcast listeners more likely to call a number from a podcast ad than the general population.
56% of Hispanics wish they saw more representation while scrolling social feeds (63% among Spanish speakers).
They are 115% more likely to use CapCut, 80% more likely to use Linktree, and 29% more likely to use AI platforms like ChatGPT than the general population.
Despite this engagement, less than 1% of digital ad spend from U.S. online retailers went to Spanish-language websites in Q1 2025, exposing a major investment gap.
The full report is here.
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Julio Ricardo Varela is the founder of The Latino Newsletter. He is also its current part-time publisher and executive director. Email him here.
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