A sweeping new survey of the U.S. Hispanic market from Claritas finds that U.S. Hispanics are more likely to make use of smartphones to stream video, with 30.4% saying they most popular to stream on a cellular system versus solely 11.3% of non-Hispanics preferring cellular.
In distinction 74.% of non-Hispanics mentioned they like to stream video on a TV whereas solely half (51.2%) of Hispanics named TV as their most popular streaming units.
Total the Claritas’ 2024 Annual Hispanic Market Report highlighted the rising significance of the Hispanic market, which is able to whole 68.5 million folks in 2025, about 20% of the inhabitants and the significance of cellular, on demand content material and social media for reaching Hispanics.
“One of many necessary themes of this report is that manufacturers needs to be contemplating a `mobile-first’ method to the Hispanic market,” the report famous.
The examine additionally discovered that “Hispanics reveal a stronger desire for content material downloaded or streamed by means of Over-The-High (OTT) service suppliers, with 29% of Hispanics watching 3-5 hours per week in comparison with 22% for non-Hispanics. Moreover, Reside TV Programming is extra fashionable amongst Hispanics within the 1-2 hour vary, the place 40% of Hispanics interact in comparison with simply 24% of non-Hispanics.”
The Claritas survey discovered that 61% of Hispanics watch Reside TV for 1-5 hours a day which is considerably increased than the 42% of non-Hispanics who do the identical and 21% of Hispanics watch Reside TV for six+ hours, in comparison with a bigger 40% of non-Hispanics, indicating completely different engagement ranges with long-form reside TV content material between the 2 teams.
“Hispanic customers are extra possible to make use of smartphones (76.6%) for downloading/streaming content material by means of OTT supplier in comparison with non-Hispanics (70%), emphasizing the significance of cellular accessibility for this viewers and making mobile-first methods essential when concentrating on the Hispanic demographics,” the examine famous. “Regardless of excessive utilization of CTV amongst each teams, non-Hispanics present a barely increased desire (89%) than Hispanics (84.7%) for downloading/streaming content material by means of OTT suppliers, indicating a possible progress alternative in increasing CTV adoption amongst Hispanic households.”
The report supplied in depth knowledge displaying the significance of understanding the marketplace for Hispanics and different ethnic teams. “At the moment, there are greater than 150 million multicultural residents within the U.S.,” the researchers mentioned. “This determine is projected to develop to greater than 163M by 2030. Multiculturals at the moment account for 45% of the U.S. inhabitants and by 2030, virtually 47% of the U.S. inhabitants might be multicultural.”
Extra particularly, Hispanics will quantity 68.4 million in 2025, representing greater than 20% of the overall U.S. inhabitants. “They’re the most important and quickest rising inhabitants section with > 10% progress between 2020-2025,” the report mentioned. “They’ll develop to 22% of the overall U.S. inhabitants by 2030. By 2030, greater than 75.8MM Hispanics will reside within the U.S.”
Hispanics may even account for 92% of inhabitants progress within the subsequent 5 years. “Any firm advertising to U.S. customers can be suggested to embrace this inhabitants section,” the report concluded.
The report additionally highlighted the range of this group, which comes from many alternative international locations and has completely different linguistic habits. It discovered that amongst Hispanics 23.36% are English Dependent, 31.65% are Bi-Lingual English Most well-liked; 13.6% are Bi-Lingual English or Spanish; 18.06% are Bi-Lingual Spanish Most well-liked and 13.34% are Spanish Dependent.
The complete report may be discovered right here.
