Crowd React Media Releases Second Annual State of Spanish-Language Media 2025 [REPORT]

Crowd React Media, a division of Harker Bos Group, today announced the release of its State of Spanish-Language Media 2025 report

Now in its second year, the State of Spanish-Language Media report reveals how U.S. Hispanic audiences are engaging with media in 2025 and how they’re leading the way. Drawing from a nationally representative sample of Spanish-dominant and bilingual Hispanic adults, the study highlights how cultural identity, platform loyalty, and content preferences are shaping the media landscape across radio, TV, podcasts, streaming, and digital.

Key Findings from the 2025 Report

• Media Engagement Remains Exceptionally High: While general market trends point to pullback or fatigue, Spanish-speaking audiences remain highly active across nearly every media format—radio, streaming, social, and more.
• Streaming TV & Social Media Dominate Daily Habits: Streaming TV (71% frequent users) and social media (84% conversion rate) are deeply embedded in everyday life.
• Spanish-Language Audiences Outpace English-Language Peers: Across almost every media type, including podcasts, music streaming, video games, and cable, Spanish-speaking audiences show stronger reach and loyalty.
• YouTube Is the Universal Platform: With 91% of 18–54-year-olds using it, YouTube leads in video, music, and podcast discovery. It’s the essential platform for content creators and advertisers.
• Radio Still Resonates, Especially for Identity and Trust:
  • 86% say Spanish-language radio helps maintain cultural identity
  • 66% say it influences their views
  • Spanish-language radio outperforms English-language radio in conversion, making it a vital channel for advertisers and programmers alike
• Podcasts Are Gaining Fast, But Underserved: Frequent podcast listening is up significantly (from 18% to 26%), especially among adults 35–54. Yet 44% say they can’t find enough Spanish-language content that matches their interests.
• Short-Form Video Is Ubiquitous: 93% of respondents watch short-form video—led by YouTube Shorts, TikTok, and Instagram Reels. Speed and convenience are driving usage.
• Cable TV Holds Strong for News: 79% of Spanish-speaking adults still use cable, and 88% of viewers regularly watch local news, and mostly prefer it in Spanish. But viewers want broader news coverage in more markets.
• Music Streaming Is Competitive but High-Engagement: Music streaming reaches 81% of Spanish-speaking audiences, led by platforms like Spotify and YouTube, where listeners value variety and curated content over Spanish-only branding.
• Older Audiences Still Lean on Traditional Media: Adults 55+ are most loyal to radio and cable TV—making them best reached through traditional formats.

To download report preview, CLICK HERE.