The Power of Culture in Latinx Media and Music Consumption

By Adriana Waterston

ccording to Horowitz Research’s FOCUS Latinx: Social, Cultural & Political Shifts study, culture is at the core of Latinx consumers’ media and music habits. As a Latina, I see this firsthand in the way I engage with content—it’s not just entertainment; it’s a reflection of my identity.

Language is a key part of this connection. Growing up, speaking Spanish at home was non-negotiable; it was essential to preserving my culture. The data reinforces this: 67% of Latinx consumers agree that the Spanish language is an important part of their cultural identity. This influence extends to music, with 61% of bilingual, 55% of Spanish-dominant, and 38% of English-oriented Latinx consumers saying their racial and cultural background shapes their musical preferences.

• Music and TV aren’t just pastimes, they’re a link to our heritage. Whether it’s watching shows that celebrate my culture or following award shows to see my favorite Latinx artists perform, my media choices are deeply personal. It’s no surprise that 95% of Spanish-dominant, 93% of bilingual, and 50% of English-oriented Latinx consumers stream music in Spanish, while 96% of Spanish-dominant, 92% of bilingual, and 34% of English-oriented Latinx consumers watch TV content in Spanish, according to the FOCUS Latinx: Advertising in a Digital World report.

For many in the Latinx community, media is more than what we watch or listen to—it’s how we stay connected to our roots. Whether through Spanish lyrics, on-screen representation, or stories that reflect our lived experiences, media keeps our culture alive. It’s more than just entertainment, it’s about identity.