The New Playbook for Reaching Latinx Sports-Viewing Fans

Horowitz Research’s latest findings highlight how Latinx audiences are engaging with sports, with streaming at the center of that experience.

More than half (57%) of Spanish-language TV content is streamed across devices, compared to 21% via cable/satellite and 7% through antenna.

Soccer continues to be a core part of Latinx sports fandom, especially with global moments like the World Cup. In fact, 60% of Latinx consumers plan to watch the 2026 FIFA World Cup, reinforcing just how important the sport is for this audience.

While soccer is a key passion point, it’s only part of the story. Latinx audiences are highly engaged across a range of sports. Over one-third (36%) of Latinx viewers watch NFL games regularly, making it the most watched American sports league among this audience. Nearly one-quarter (23%) watch MLB regularly.

For Latinx viewers ages 18-34, sports fandom is more interactive, more social, and extends beyond traditional broadcasting, as they engage across a broader range of platforms like Twitch, Kick, and Facebook Gaming. In fact, nearly half (46%) engage with esports or video game content weekly.

Why does this matter? Because major global moments like the World Cup soccer tournament coming up gives brands a unique opportunity to reach today’s Latinx sports fans across the platforms where they are already engaging, far beyond the big screen.