For more than 15 years, U.S. Hispanics have emerged as the pacesetters when it comes to adopting and embracing new technology. A newly released report from Nielsen timed to coincide with the start of Hispanic Heritage Month reinforces this fact, showing just how Latinos overindex on video streaming consumption.
The Diverse Intelligence Series report from Nielsen shows that U.S. Hispanic consumers are leading the nation in streaming consumption — streaming comprises 55.8% of their total TV time, compared to just 46% for the total marketplace.
“The findings underscore the cultural and economic power of nearly 20% of the U.S. population, whose $4.1 trillion in purchasing power and digital-first media habits are reshaping the media, technology, and sports landscapes,” says Nielsen SVP of Inclusive Insights Stacie de Armas.
The report illustrates how Hispanics spend more time with YouTube, Netflix, and Disney than the general population. It also shows particular preference among U.S. Hispanics for “variety shows and conversational formats,” a nod to the family-centered programming seen across many households where Spanish is oftentimes the language of preference.
Nielsen also examined digital influence. The results are eye-opening, as Hispanics are 115% more likely to use CapCut and 29% more likely to use AI platforms like ChatGPT.
For Nielsen, that’s a marketing investment opportunity ripe for growth, as less than 1% of U.S. digital ad spend goes to Spanish-language sites.
“This audience isn’t waiting to be represented — they are building their own platforms, amplifying their culture, and demanding authenticity,” said de Armas, a U.S. Hispanic marketing and research veteran.
The full report can be found here:
https://www.nielsen.com/insights/2025/hispanic-dis-2025/.
