Hispanic consumers are significantly ahead in streaming content consumption, according to a new report from Nielsen. The study reveals that streaming accounts for a remarkable 55.8% of total TV time for Hispanic viewers, outpacing the 46% share for the overall U.S. population. This trend is part of Nielsen’s latest Diverse Intelligence Series report, coinciding with Hispanic Heritage Month and titled “Curating The Narrative: How Hispanic Viewers Are Creating Their Media Experiences.”
The report highlights that Hispanic audiences not only dominate streaming services, but also engage with platforms like YouTube, Netflix, and Disney at rates higher than the general population. Representing nearly 20% of the U.S. population and wielding over $4.1 trillion in purchasing power, Hispanic consumers are reshaping the media landscape through their distinct viewing habits.
Stacie de Armas, Senior Vice President of Inclusive Insights at Nielsen, emphasized the importance of understanding this demographic. “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,” she stated. Marketers are encouraged to engage with Hispanic consumers authentically to tap into one of the most influential audiences in America.
Streaming Trends and Cultural Touchpoints
The report outlines several key findings regarding media consumption and viewership habits among Hispanic audiences. Streaming’s dominance is evident, yet traditional broadcast and cable television continue to serve as vital cultural touchpoints. Storytelling, shared experiences, and variety shows resonate deeply with this demographic. Notably, general drama constitutes the largest share of viewing, with 18% of all broadcast time dedicated to sports-related content.
Genres like variety shows and conversational programming also stand out, capturing nearly 20% of Hispanic viewers’ time. Popular shows like “Casa de Famosos” and “American Idol” highlight a preference for emotionally engaging and family-oriented content. Additionally, the report indicates that radio and podcasts account for a significant 79% of daily audio consumption, with Hispanic podcast listeners notably more likely to respond to podcast advertisements than their peers.
Digital Engagement and Sports Fandom
Hispanic consumers demonstrate a strong desire for representation in digital spaces, with 56% expressing that they wish to see more diverse content on social media. This desire is even more pronounced among Spanish speakers, at 63%. Interestingly, Hispanic users are 115% more likely to engage with tools like CapCut and 80% more likely to use Linktree compared to the general population. Despite this high engagement, less than 1% of digital advertising spend from U.S. retailers was allocated to Spanish-language websites in the first quarter of 2025, revealing a significant investment gap.
In the realm of sports, Hispanics are 39% more likely to be avid fans of Major League Soccer (MLS) than the general population. Approximately 40% of U.S. Hispanics identify as World Cup fans, with enthusiasm notably higher among first- and second-generation audiences. Hispanic sports fans are also more likely to support sponsoring brands, with 11% more willingness to purchase from them and 12% more likely to recommend them.
De Armas summarized the report’s implications by stating, “Today’s report contains many actionable and timely insights for marketers.” She highlighted that Hispanic consumers are rapidly emerging as one of the fastest-growing demographics, holding both cultural and technological influence. The ongoing shift toward streaming also marks a pivotal moment, as it surpasses traditional broadcast and cable television for the first time.
For further insights, the full report is accessible at the Nielsen website. Nielsen continues to lead in audience measurement and analytics, providing valuable data to help brands connect with diverse audiences effectively.
