State of Spanish Language Media 2024

Spanish-language audiences demonstrate remarkable diversity in their video consumption habits and are at the forefront of tech adoption. However, these audiences also maintain strong use to traditional media, such as cable and satellite TV.

• Higher Streaming Rates: Streaming video consumption among Spanish-language audiences surpasses cable/satellite by 15 percentage points (84% vs. 69%).
• Extended Viewing Sessions: Over half of Spanish-language audiences regularly watch cable/satellite TV for over 2 hours per day.
• Frequent Cable Viewers: 54% of Spanish-language audiences frequently watch cable/satellite TV.
• Frequent Streaming Viewers: 68% of Spanish-language audiences frequently watch
  streaming video.
• Heavy Cable Watching: 44% report watching cable/satellite TV for at least 4 hours a day.
• Lengthy Streaming Sessions: 69% of streaming viewers spend at least 2 hours a day on streaming platforms.
• Enduring Popularity of Traditional TV: Long viewing sessions indicate that, like radio, cable/satellite TV remains highly relevant.

News Viewership

• Local News Dominance: 83% of cable/satellite viewers watch local news, with 94% of audiences aged 55+ engaging with local news channels.
• Avid News Consumers: 84% of cable/satellite audiences watch national news channels, including 94% of those aged 55+.
• High Local News Streaming: Spanish-language audiences stream local news at a high rate (73%).
• Emphasis on Localism: Spanish-language audiences place a strong emphasis on localism and community.
• Balanced Streaming: Nearly the same percentage of audiences stream national news as they do local news (72%).

Premium Streaming

• Widespread Premium Subscriptions: 91% of TV streamers are subscribed to premium streaming services like NeOlix, Hulu, and Amazon Prime Video.
• Smart TV Dominance: 57% of Spanish-language audiences stream TV via Smart TVs, with over a third (39%) using smartphones or tablets, surpassing dedicated streaming hardware such as Roku, Apple TV, Chromecast, and Amazon Fire Stick.
• YouTube Popularity: 84% of Spanish-language audiences regularly watch content on YouTube
• High Social Media Use: Streaming content on YouTube is second only to social media, with 91% of Spanish-language audiences regularly using social media plaforms.
• Heavy YouTube Engagement: More than a third (35%) of Spanish-language YouTube users spend at least 4 hours on the plaform daily.
• Youth Engagement: 42% of the younger demographic (18-34) engage with YouTube content for at least 4 hours per day, with 74% streaming at least 2 hours of content daily.
• Local News on YouTube: A majority (65%) of YouTube users watch local news segments on the plaform.
• Youth Local News Engagement: An impressive 81% of the 18-34 demographic report watching local news segments on YouTube.