> **来源：[研报客](https://pc.yanbaoke.cn)** # Summary of "Curating the Narrative: How Hispanic Viewers Are Creating Their Media Experiences" ## Core Content This document explores how Hispanic audiences in the U.S. are actively curating their media experiences, driven by cultural relevance, digital engagement, and a strong connection to sports, particularly soccer. It outlines key trends in media consumption, digital influence, and the potential for brands to connect with this influential demographic. ## Main Points ### Hispanic Consumers: A Powerful Demographic - Hispanics make up about **1/5 of the U.S. population**, totaling **68.1 million**. - They have a **\$4.1 trillion** purchasing power and are **young and family-oriented**, with a **median age of 31**. - **37% of Hispanic households** have children under 18, compared to **24%** for non-Hispanic households. - They are **strong supporters of causes** they care about, with **58%** expecting brands to align with these values. ### Media Curators - Hispanic audiences are **selective** in where and how they consume media, favoring **streaming, social media, and podcasts**. - **Streaming platforms** dominate their media time, especially **YouTube**, which accounts for **21% of their TV time** in June 2025. - **Hispanic Gen Z and Millennials** are the most active in sports consumption, with **72%** of Hispanic sports fans being in these age groups. - **Broadcast TV** remains important for Spanish-speaking Hispanics, especially for **variety shows, sports, and cultural content**. - **Podcasts and radio** are high-trust platforms, with **93% of Hispanics** listening to radio monthly and **79%** of their daily audio time spent on ad-supported platforms. - **Podcast ads** drive **strong brand recall**, with **62%** of Hispanic listeners more likely to call a number from a podcast ad than the general population. ### Algorithm Influencers - Hispanics are **active creators** and **curators** of their digital experiences, often due to a **lack of representation** in mainstream media. - **43%** of Hispanics have clicked on a link from a social media ad, and **26%** have scanned a QR code on TV or physical displays. - **52%** of Hispanics wish for more representation in social media ads, and **59%** for more relevant content. - **15%** of Hispanics are more likely to purchase based on social media ads, and **11%** based on influencer recommendations. - **Hispanic consumers are more likely to engage with digital content** such as **CapCut**, **AI tools**, and **Linktree**. ### Soccer Champions - **Soccer is a cultural touchstone** for Hispanic audiences, especially **MLS** and **FIFA World Cup**. - **Hispanic fans are more passionate** and **younger** than the general population, with **39% more likely** to be avid soccer fans. - **Community and shared experiences** drive their fandom, with **58%** of Hispanic MLS fans becoming fans due to friends. - **TikTok** is a preferred platform for sports news, with **38% more engagement** from Hispanics. - **Hispanic fans are more likely to act on brand sponsorships**, with **11% more likely to buy** and **12% more likely to recommend** brands after seeing a sponsorship. ## Key Opportunities for Brands - **Connect with culture**: Use culturally relevant content and messaging to build trust and engagement. - **Leverage digital platforms**: Focus on **YouTube, social media, and podcasts** to reach Hispanic audiences effectively. - **Engage beyond the game**: Utilize **social media and mobile apps** to connect with fans in a more personal and interactive way. - **Understand local markets**: Tailor strategies to cities like **New York** and **Miami**, which have high levels of Hispanic soccer interest. - **Explore women's soccer**: The growing popularity of **women's football** in Mexico indicates a strong potential for similar engagement in the U.S. ## Conclusion Hispanic consumers are not just a demographic—they are **cultural leaders, trendsetters, and digital creators**. Brands that align with their values, provide **authentic and relevant content**, and understand their **media habits and preferences** will be well-positioned to **capture their attention and loyalty**. ## Methodology - **Nielsen TV Measurement** provides detailed insights into how Hispanics consume TV content across platforms. - **Nielsen Ad Intel** offers comprehensive data on **ad spend** and **platform performance**. - **Nielsen Scarborough** helps brands understand **shopping behaviors**, **demographics**, and **cross-media engagement**. - **Nielsen Brand Lift** and **Fan Insights** provide tools to measure the **impact of campaigns** and **understand fan behavior**. - **Nielsen Media Impact** supports **national media planning** by integrating **panel and big data insights**. ## Key Takeaways - **Culture and authenticity** are critical for engaging Hispanic audiences. - **Digital platforms** like YouTube, social media, and podcasts are essential for reaching this group. - **Hispanic fans are a key driver** of soccer's growth in the U.S., especially for the **2026 FIFA World Cup**. - **Data-driven strategies** are necessary to understand and connect with this **dynamic and influential** community.