策划叙事：西班牙裔观众如何创造他们的媒体体验

3 Introduction Section 1Media curators6 Section 2Algorithm influencers11 Section 3Soccer champions16 22 Conclusion 23 Table of contentsMethodology Introduction In 2025, it’s not just the media landscape that’s dynamic, every aspectof consumers’ lives and habits are shifting, from the prices consumersare willing to pay to asking AI for input. As consumers adapt, there area few constants for advertisers to consider. Driven by cultural relevance and mobile-first behaviors, Hispanic audiencesin the U.S. are meticulously curating a personalized digital day acrossfragmented platforms and experiences. Their dominant engagement withstreaming and social media, their pivotal role in the creator economy asconsumers and creators, and their passionate connections to culturaltouchstones like soccer (football), underscore an undeniable truth:Hispanic consumers can be a powerful demographic for brands willingto meet them with authenticity and insight. Hispanic consumers contribute significantly to the U.S. economy andculture. They currently make up around 20% of the U.S. population andwield more than $4.1 trillion in purchasing power. They’re also activelyand powerfully shaping their own digital experiences, driving trendsthat redefine how content is consumed and created. In today's social and economic climate, Hispanic audiences areincreasingly evaluating who to trust. They’re seeking authenticengagement from brands, platforms and creators that genuinelyrespect their influence and reflect their values, both online and in reallife. This makes it imperative to go beyond understanding traditionalconsumption metrics; it means recognizing their impact as economicpowerhouses, trendsetters and creators who build communities, drivecommerce and seek genuine partnership. Stacie de ArmasSVP, Inclusive Insights Culture and influence In this year’s report, we looked at three ways Hispanics are curating a distinctmedia experience, unique to their culture and community, while also influencingwider trends. Media curators Hispanic audiences are selective about where andhow they’re spending their time with media. Algorithm influencers Hispanic consumers are leaning into apps and platformsto create digital experiences that suit their interests. Soccer champions Hispanic fans are growing the game in the U.S. aheadof the inaugural FIFA Women's Champions CupTMandthe Men’s FIFA World CupTMin 2026. Young & family-oriented Investing in America 19.5% median age31 of active duty militaryare Hispanic(U.S. Department of Defense, 2023) 37% $650M+ of households have achild under 18 vs. 24% fornon-Hispanic households in revenue generated byHispanic-owned businesses (U.S. Census, 2024) (U.S. Census American BusinessSurvey, 2023) Sizable segment Economically influential purchasing power(Latino Donor Collaborative, 2025)$4.1T Hispanic people livein the U.S.68.1M of the U.S. population1/5 58% expect brands to supportcauses they care about (U.S. Census, 2024) (Nielsen Attitudes on RepresentationSurvey, 2025) Mediacurators The attention reset: Figure 1.1 Weekly time spent with TV and mobile How Hispanicsengage Shared in Hours: Minutes In today's "attention economy," understandingwhere people dedicate their time is critical foreffective marketing. Hispanic consumers have arich and evolving media diet spanning a wide arrayof platforms and experiences. Their engagementgoes beyond consumption; they are activelyshaping digital media. From mobile-first streamingto the high-trust world of podcasting, Hispanicaudiences are personalizing and culturally tuningtheir entire digital day. Yet their time with media across most devicestrails that of the total population in the U.S.With the median age of just 31 and the mostcommon age of 17, Hispanic audiences areyounger and more active, spending more timestudying, working or at play. When media timeis more limited, every moment counts for brandsthat want to make a connection. The exception for media engagement is amongHispanic Gen Xers and Boomers, who arespending more time than their peers with videoand social apps on their smartphones. MatureHispanic audiences play an influential rolewithin this community, with 26% of all Hispanichouseholds living in multifamily households1. Balancing act: Figure 1.2 How Hispanic audiences in the U.S.watch TV across platforms Cutting the cordwhile relying ontrusted Spanish-language outlets Hispanic viewers overall are leaning intostreaming platforms, but Hispanics aged 25-39are 35% more likely than the national average tobe cord cutters2. As such, when we look at totaltime spent with TV, streaming now commandsthe lion's share of Hispanic audiences'attention, content on YouTube in particular.This points to a preference for on-demandprogramming and flexible viewing experiences. At the same time, linear television stillcommands significant viewership, especiallyamong Spanish-language dominant Hispanics.Despite its evolving share of tota