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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.