Spanish-language audiences are growing even as TV viewership declines

The Spanish-language TV audience is growing, and advertisers are taking notice.

Over the past few years, the Hispanic population in America has seen significant growth in TV viewership, according to experts, becoming one of the most valuable demographics for media companies and advertisers. And as these consumers diversify how they’re consuming shows and other content, there’s been an increase in specialized advertising targeting them, with top networks like Telemundo and Univision drawing more attention and ad dollars.

Hispanic consumers currently make up roughly 20% of the U.S. population and wield more than $4.1 trillion in purchasing power, according to Nielsen. The Hispanic population accounted for roughly 70% of the overall growth of the U.S. between 2022 and 2023, U.S. Census Bureau data shows.

That growing population is “leading and defining” modern media consumption, according to Nielsen’s Senior Vice President of Inclusive Insights Stacie de Armas.

“Hispanics are an audience that is moving beyond or advancing outside of the linear TV model,” de Armas told CNBC. “But this migration is not about leaving TV or TV content — it’s about where it’s distributed and where they’re consuming it.”