Hispanic audiences aren’t just watching TV—they’re shaping the future of streaming. With 19% of the U.S. population now identifying as Hispanic (a 23% jump in the past decade), this is one of the fastest-growing, most engaged audiences out there. And when it comes to streaming, they’re way ahead of the curve.
In July 2022, 43.6% of Hispanic TV viewing was on streaming platforms, leaving every other demographic in the dust. Whether it’s binge-worthy novelas, blockbuster hits, or creator-driven content, they’re tuning in—and they’re doing it digitally.
For advertisers, this is prime territory, but traditional ad strategies won’t cut it. Connected TV advertising is the key to reaching this audience where they’re most engaged. So, where are they watching?
Find out the top streaming platforms among US Hispanics—and why they’re a must-know for advertisers looking to maximize CTV programmatic opportunities.
The Streaming Habits of the US Hispanic Community in Numbers
Hispanic audiences are streaming a lot—and the numbers prove it. But what’s driving this dominance? A mix of culture, content, and demographics keeps Hispanic audiences engaged and glued to their favorite platforms.
The Right Content in the Right Language
One major reason US Hispanics love streaming is the sheer amount of inclusive, in-language content available. Dubbed versions of mainstream shows aren’t the only option anymore—platforms now offer original Spanish-language content and culturally relevant stories.
From telenovelas with enough drama to power a small city to Hollywood hits featuring Latino leads, the selection keeps growing. When audiences see themselves represented on screen, they stay engaged and keep watching.
The Power of Youth (and Endless Screen Time)
If you think all young people love streaming, you’re right. Latinos, however, have an even bigger edge thanks to their relative youth.
A whopping 58% of U.S. Hispanics are under 34, and 31% are under 17—meaning a huge portion of the population grew up in a digital-first world where streaming is the norm. Compare that to non-Hispanic Whites, whose average age is 45.1, and it’s clear why Latinos lead the charge.
Streaming by the Billions (Literally)
Latino engagement keeps breaking records. According to Nielsen, in July 2022 alone, Hispanics streamed 33.5 billion minutes of video every week. That’s not just a slight uptick—it reflects a 22% annual increase in streaming impressions.
Ultimately, Hispanic audiences are redefining how content is consumed, and Connected TV is where advertisers need to be to keep up.
Most Popular Streaming Platforms Among US Hispanics
Telemundo
Telemundo goes beyond being a network—it’s practically a cultural institution. Be it high-stakes telenovelas, reality shows, or gripping news coverage, Telemundo has earned its spot as the go-to Spanish-language network.
In fact, NBC showed it ranked #1 in Spanish-language primetime TV in 2024, pulling in 962,000 total viewers. While its competitors saw declines, Telemundo grew by 13% year-over-year—clearly, viewers just can’t get enough.
On the digital front, Telemundo hit new heights, breaking records with 434 million hours of viewing—that’s 26.6 billion video minutes in 2024 alone, a 21% increase from the previous year.
Telemundo’s audience is both massive and engaged, making it a prime platform for programmatic CTV ads. If you’re targeting a passionate Spanish-speaking demographic, Telemundo should be at the top of your list.
Netflix
Netflix doesn’t stop at being the place to watch the latest viral sensation or binge an entire season of a crime drama in one sitting. It’s also a treasure trove of content for Hispanic viewers.
According to a 2022 Nielsen report, Latinos spent 24% more time on Netflix than non-Hispanic White viewers. The increased engagement is a result of Netflix’s commitment to expanding its library of Hispanic content. With Spanish-language originals like La Casa de Papel, Selena: The Series, and Elite, Netflix offers something for everyone.
This is a golden opportunity for advertisers. When you target viewers who are actively watching, engaged, and looking for content that speaks to them, you hit a sweet spot. And with Netflix being one of the most-watched platforms, using programmatic CTV advertising to reach these viewers means maximizing your brand’s visibility.
YouTube
YouTube is like the wild west of streaming. The platform is driven by creators, meaning it’s full of content made by and for the Hispanic community.
From cooking shows to comedy skits and lifestyle vlogs to travel guides, YouTube has a little bit of everything. And Latinos are watching more YouTube than ever— the previously mentioned 2022 Nielsen report found that Hispanic audiences spent 57% more time on YouTube than their non-Hispanic White counterparts.
YouTube is particularly special for advertisers because of its creator-driven content, which creates a more personal connection with viewers. It features real people, real stories, and real conversations. For brands looking to target the Hispanic community, YouTube’s blend of culture and engagement makes it a goldmine.
Programmatic CTV ads on YouTube can help you meet viewers where they are, in a space they trust.
How Brands Can Maximize Their Reach with CTV Programmatic Advertising
Want to make an impact? Here’s how advertisers can effectively engage Hispanic audiences through CTV:
- Use bilingual and culturally relevant messaging – While an ad in English may reach some, using Spanish and incorporating culturally relevant values and representation can make your messaging feel more familiar and personal. Highlighting shared cultural touchpoints shows you’re in tune with the community, increasing the likelihood of stronger engagement and connection.
- Leverage first-party data – With programmatic advertising, advertisers can target more precisely than ever. By using first-party data, you can identify trends, preferences, and behaviors that are unique to Hispanic viewers. This process allows for smarter, more effective campaigns that resonate with your audience.
- Prioritize premium content – Where you place your ads matters. When you advertise during high-profile Telemundo primetime shows, or alongside top-tier Netflix and YouTube content, you tap into a highly engaged, motivated audience. The more engaging the content, the more likely your message will be noticed and acted upon.
Engage Hispanic Audiences Like Never Before with Connected TV Advertising
Hispanic audiences are redefining the streaming landscape, and the time to engage them is now. At KPAI, we specialize in AI-powered programmatic advertising that allows you to connect with this highly engaged group through Connected TV. Our advanced targeting solutions ensure your message resonates with the right audience, using culturally relevant values and precise data.
Book a meeting today to discover how we can help you create more personalized, impactful campaigns that boost brand visibility, maximize your ROI, and grow your presence in the competitive CTV space.
