2025 Diverse Intelligence Series
How Hispanic consumers are influencing the media landscape
Hispanic audiences are taking control of the way they shape their own media experiences, driving trends and redefining how content is created and consumed. As this powerful consumer group adapts and evolves, there are opportunities for brands and advertisers to leverage.
Building community and driving trends
Hispanic consumers are actively reshaping the media landscape by driving new trends and defining how content is made and consumed. This evolution presents a key opportunity for brands and advertisers to engage with this powerful and adaptable audience.
1/5
With 68.1 million Hispanic people living in the U.S., this consumer segment makes up one fifth of the population.
(U.S. Census, 2024)
31
Hispanic audiences are young, with a median age of 31, and they’re leading key trends across media and sports.
(U.S. Census, 2024)
53%
More than half of Hispanic consumers expect brands to support causes they care about.
(Nielsen Attitudes on Representation Survey, 2025)
Creating personalized experiences
In this year’s report, we examined three ways Hispanic audiences are widely influencing media consumption trends shaped by their cultures and
communities:
Media curators
Hispanic audiences are selective about where and how they’re spending their
time with media.
Algorithm influencers
Hispanic consumers are leaning into apps and platforms to create unique digital
experiences.
Soccer champions
Hispanic soccer fans in the U.S. are leading the hype ahead of the inaugural FIFA Women’s Champions Cup™ and the Men’s FIFA World Cup™ in 2026.
Navigating pathways to connect
Findings from this diverse intelligence report go beyond understanding traditional consumption metrics. Discover how Hispanic audiences are reshaping the industry as trendsetters, curators and creators.
