How the market consumes media
Hispanic viewers are accelerating the move to streaming, especially among younger cord-cutting audiences. The majority of attention has shifted to flexible, on-demand platforms, while smartphones absorb 16 hours a week.
Weekly time-spent data makes the platform shift concrete. In early 2024, Hispanic adults averaged 15 hours 29 minutes a week on TV-connected devices and nearly 16 hours on smartphone apps and the web, against 10 hours 37 minutes of live and time-shifted TV. Social networking runs about six hours a week for Hispanic adults 18 to 64.
The generational split is the story inside the story. Viewers 50 to 64 still watch nearly 17 hours of live TV a week; viewers 18 to 34 watch under three. For the younger cohort, over 80% of TV time happens on TV-connected devices such as streaming players and game consoles. While linear TV still plays a significant role for Spanish-language content, the center of attention has moved.
The planning implication is not digital-only, it is multiplatform: audiences move fluidly among mobile, streaming, social and audio, and plans built on any single channel systematically under-reach them.
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