NEW YORK CITY, NY– 08/12/2025 – (SeaPRwire) – A new installment of Nielsen’s Diverse Intelligence Series is drawing industry attention for its detailed examination of how Hispanic audiences are reshaping the U.S. media ecosystem. Released in alignment with Hispanic Heritage Month, the report highlights a demographic whose digital fluency, cultural influence, and purchasing power are increasingly steering the direction of streaming, social media, and sports consumption across the country.
The study—titled Curating The Narrative: How Hispanic Viewers Are Creating Their Media Experiences—shows that Hispanic consumers now devote more than half of their total TV time to streaming services, significantly outpacing the broader U.S. population. Nielsen’s data indicates that 55.8% of Hispanic TV viewing occurs on streaming platforms, compared with 46% for non-Hispanic audiences. This disparity extends across major services including YouTube, Netflix, and Disney, where Hispanic engagement surpasses national averages.
While streaming dominates, traditional broadcast and cable still hold cultural importance. Story-driven drama, family-oriented variety shows, conversational formats, and sports programming remain strong anchors. In fact, variety and conversational content account for nearly one-fifth of Hispanic broadcast viewing, pointing to a continued appetite for emotionally resonant, community-centered programming.
The report also underscores how Hispanics are redefining what it means to participate in digital culture. A majority of Hispanic consumers express a desire for stronger representation on social platforms, with Spanish-speaking audiences reporting this sentiment even more strongly. Their digital habits also differ notably from the general population: they are more likely to use content creation tools such as CapCut, link management services like Linktree, and emerging AI platforms such as ChatGPT. Yet despite this engagement, less than 1% of online retailers’ digital advertising budgets in Q1 2025 were allocated to Spanish-language websites—highlighting a major disconnect between consumer demand and marketing investment.
YouTube stands out as a key touchpoint, capturing nearly 21% of Spanish-speaking audiences’ TV time and absorbing the vast majority of Spanish-language ad placements.
The influence of Hispanic audiences is also evident in the sports arena. According to the report, Hispanics are 39% more likely than the general U.S. population to identify as avid Major League Soccer fans, reflecting deep community ties. World Cup enthusiasm is also pronounced, with 40% of all U.S. Hispanics identifying as fans—particularly among first- and second-generation viewers. This level of engagement translates directly into commercial impact: Hispanic sports fans are significantly more likely to purchase from and recommend brands that participate in sponsorships. Social media will also play a prominent role in the next tournament cycle, with 70% of Hispanic World Cup fans planning to engage online and via mobile apps.
“These insights illustrate a powerful dual growth trend,” said Stacie de Armas, SVP of Inclusive Insights at Nielsen. “Hispanic consumers represent one of the country’s fastest-growing demographic groups, shaping cultural, economic, and technological behaviors. At the same time, the shift to streaming has reached a transformative tipping point. Tracking how these forces evolve—both independently and in relation to each other—will be essential for marketers moving forward.”
The full study is available through the Nielsen News Center.
About Nielsen
Nielsen is a global leader in audience measurement, data, and analytics. By providing independent intelligence on how people behave across platforms, the company enables clients to connect with audiences today and prepare for tomorrow.
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