Spanish-language audiences are growing even as TV viewership declines

The Spanish-language TV audience is growing, and advertisers are taking notice.

Over the past few years, the Hispanic population in America has seen significant growth in TV viewership, according to experts, becoming one of the most valuable demographics for media companies and advertisers. And as these consumers diversify how they’re consuming shows and other content, there’s been an increase in specialized advertising targeting them, with top networks like Telemundo and Univision drawing more attention and ad dollars.

Hispanic consumers currently make up roughly 20% of the U.S. population and wield more than $4.1 trillion in purchasing power, according to Nielsen. The Hispanic population accounted for roughly 70% of the overall growth of the U.S. between 2022 and 2023, U.S. Census Bureau data shows.

That growing population is “leading and defining” modern media consumption, according to Nielsen’s Senior Vice President of Inclusive Insights Stacie de Armas.

“Hispanics are an audience that is moving beyond or advancing outside of the linear TV model,” de Armas told CNBC. “But this migration is not about leaving TV or TV content — it’s about where it’s distributed and where they’re consuming it.”

Nielsen’s report found that Hispanic consumers are leading in streaming consumption, which makes up nearly 56% of their total TV time, compared with just 46% for the rest of the country. Though Nielsen has noted an overall decline in traditional linear TV viewership, distribution platforms like streaming are far eclipsing broadcast and cable — and Hispanic consumers are at that forefront, de Armas said.

Because the population trends younger, she said, Latino audiences are often consuming content on the go while retaining strong loyalty to the brands and networks that offer their favorite content.

“Hispanic TV audiences overall, and especially Spanish-language dominant audiences, have a strong connection still to broadcast television, and yet, at the same time, a really strong connection to streaming content overall,” de Armas said.

The report found that Hispanic audiences spend more time with YouTube, Netflix and Disney than the rest of the population.

According to new data from iSpot, the top Spanish-language networks in the third quarter were Univision, which saw a 10.2% year-over-year increase in household ad impressions, and Telemundo, which saw a 7.6% year-over-year increase in impressions.

In a Monday report published with McKinsey & Company, Telemundo reported that Latino consumer power far outpaces the average and that the population is 14% more engaged across digital media and over indexes on streaming.

And when it comes to spending on sports, which remain big drivers for media companies and advertisers, Latino fans spend 50% more than non-Latinos when adjusted for income.

“Latinos are essential to the future of sports fandom in America — on the field, in the stands, and across every screen,” said Mónica Gil,…