西班牙裔消费者如何影响媒体格局（英）

Copyright © 2025 The Nielsen Company (US), LLC. 1Curating the narrativeHow Hispanic viewers are creating their media experiences2025 Diverse Intelligence SeriesCopyright © 2025 The Nielsen Company (US), LLC. 2Table of contentsIntroductionSection 1Media curators Section 2 Algorithm influencersSection 3Soccer championsConclusionMethodology3611162223Copyright © 2025 The Nielsen Company (US), LLC. 3In 2025, it’s not just the media landscape that’s dynamic, every aspect of consumers’ lives and habits are shifting, from the prices consumers are willing to pay to asking AI for input. As consumers adapt, there are a few constants for advertisers to consider.Hispanic consumers contribute significantly to the U.S. economy and culture. They currently make up around 20% of the U.S. population and wield more than $4.1 trillion in purchasing power. They’re also actively and powerfully shaping their own digital experiences, driving trends that redefine how content is consumed and created.In today's social and economic climate, Hispanic audiences are increasingly evaluating who to trust. They’re seeking authentic engagement from brands, platforms and creators that genuinely respect their influence and reflect their values, both online and in real life. This makes it imperative to go beyond understanding traditional consumption metrics; it means recognizing their impact as economic powerhouses, trendsetters and creators who build communities, drive commerce and seek genuine partnership.Driven by cultural relevance and mobile-first behaviors, Hispanic audiences in the U.S. are meticulously curating a personalized digital day across fragmented platforms and experiences. Their dominant engagement with streaming and social media, their pivotal role in the creator economy as consumers and creators, and their passionate connections to cultural touchstones like soccer (football), underscore an undeniable truth: Hispanic consumers can be a powerful demographic for brands willing to meet them with authenticity and insight.IntroductionStacie de Armas SVP, Inclusive InsightsCopyright © 2025 The Nielsen Company (US), LLC. 4In this year’s report, we looked at three ways Hispanics are curating a distinct media experience, unique to their culture and community, while also influencing wider trends.Hispanic audiences are selective about where and how they’re spending their time with media.Media curatorsHispanic consumers are leaning into apps and platforms to create digital experiences that suit their interests.Algorithm influencersHispanic fans are growing the game in the U.S. ahead of the inaugural FIFA Women's Champions CupTM and the Men’s FIFA World CupTM in 2026.Soccer championsCulture and influenceCopyright © 2025 The Nielsen Company (US), LLC. 5Latinos in the U.S.Building community and driving trends58%Economically influentialpurchasing powerexpect brands to support causes they care about(Nielsen Attitudes on Representation Survey, 2025)(Latino Donor Collaborative