The Hispanic population in America is growing, making up 20% of the U.S. population with $4.1 trillion in purchasing power. Nielsen reports that Hispanic consumers lead in streaming consumption, spending more time on platforms like YouTube, Netflix, and Disney. Top Spanish-language networks Univision and Telemundo are seeing increased ad impressions, with Latino fans spending 50% more on sports than non-Latinos.

Spanish-language TV advertising reach is growing, with Univision’s ViX streaming platform surpassing 10 million global subscribers. EDO found that Spanish-language TV delivers 30% higher ad engagement than English programming, across various genres. Brands like Walmart are finding success with culturally resonant campaigns. Hispanic audiences are driving engagement and consideration, creating content to reflect their experiences.

Experts emphasize the importance of engaging with Hispanic consumers through advertising and media. Nielsen and EDO highlight the power of Spanish-language TV in driving engagement and consideration. The growth in Hispanic advertising and media consumption reflects the community’s influence and digital adoption. Despite recent record highs, Hispanic consumers have long been trendsetters in transforming the media landscape.

Read more at CNBC: Spanish-language audiences are growing even as TV viewership declines