State of Spanish-Language Media 2024: Audio [REPORT]

July 9, 2024

Harker Bos Group announced the release of its highly anticipated report, “State of Spanish-Language Media 2024: Audio Edition.” The report, which was presented at this year’s Hispanic Radio Conference, will be available for download.

This comprehensive study interviewed over 500 Spanish-language media consumers in the United States, ensuring gender and age demographics align with the 2020 Census data. Key insights from the report highlight significant trends in radio, podcast, and music streaming consumption among Spanish-language media audiences.

Radio Consumption:

  • High Engagement: 72% of respondents regularly listen to the radio, with 70% tuning in for at least one hour daily.
  • Content Preferences: Music is the primary draw (94%), followed by news and talk programs (53%), and sports (26%).
  • Listening Habits: Most listeners prefer the morning (53%), with significant activity while driving (75%) and working (30%).
  • Community Connection: 91% value local event coverage, and 86% believe it is important for radio to foster a sense of identity and heritage.
  • Technology and Access: 86% listen via traditional AM/FM bands, and 40% use digital apps.
  • Podcasts are increasingly seen as part of radio consumption.
  • Advertising Impact: 42% have purchased a product or service advertised on Spanish language radio

Podcast Consumption:

  • Growing Popularity: 40% of Spanish-language media consumers listen to podcasts, similar to the findings in the “State of Media 2024: English-Language Edition” (44%).
  • Content Preferences: Popular genres include news/politics (64%) and comedy (64%).
  • Discovery Methods: Podcasts are primarily discovered via social media (63%) and YouTube.
  • Engagement: 77% listen to most of the episode, with 32% completing entire episodes. The optimal length is around 30 minutes.
  • Advertising Impact: 40% are more likely to purchase products advertised in Spanish.

Music Streaming:

  • 71% of respondents use music streaming services, with platforms like Spotify and
  • YouTube leading in popularity. The numbers are similar to radio usage.

To download report, CLICK HERE.

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