Understanding U.S. Hispanic Audiences: Heritage, Generation, Language, and Location

Translating a campaign into Spanish may help you reach some consumers. But translation alone will not help your brand connect with the diversity of U.S. Hispanic audiences.

The U.S. Hispanic population reached 68 million in 2024, or 20% of the country’s population. U.S. Latino purchasing power reached $4.1 trillion in 2023, while Latino GDP reached $4.0 trillion that year. These figures represent a substantial opportunity for brands—but meaningful connections depend on understanding the people behind them. (Pew Research Center; Latino Donor Collaborative)

The U.S. Hispanic audience is not a monolith. Heritage, generation, language, and location all shape how people relate to brands and content. A strong marketing strategy accounts for those differences from the start.

Heritage: A tapestry of distinct cultures

“Hispanic” includes people with roots in many countries and communities. Those backgrounds can shape cultural references, traditions, language, and consumer preferences.

People of Mexican origin make up the largest group, representing 57% of the U.S. Hispanic population in 2024. Puerto Rican, Cuban, Salvadoran, Dominican, Colombian, Guatemalan, Honduran, Venezuelan, and Ecuadorian communities also contribute to the country’s rich cultural landscape. (Pew Research Center)

A campaign designed for a Mexican American family in Los Angeles may not resonate in the same way with a Puerto Rican household in New York or a Cuban family in Miami. Marketers who understand these distinctions can build stronger connections than those who treat Latino consumers as interchangeable.

Generation and identity: Navigating a bicultural reality

Identity and cultural connection can differ across generations and households. In iHeartMedia’s research on bicultural Latinos, 67% said they identify equally as Hispanic and American. This reflects an experience shaped by more than one culture, rather than a choice between them. (iHeartMedia)

For many younger U.S.-born Latinos, heritage is part of everyday identity—not only a connection to a family’s country of origin. Their experiences may bring together U.S. pop culture, family traditions, and community influences.

That is why bilingual and bicultural storytelling can matter. Spanglish may feel natural in some contexts, while English or Spanish may work better in others. The key is to understand the audience and let cultural insight guide the language—not assume that one approach fits everyone.

Language and media habits: Where culture meets consumption

U.S. Hispanic audiences engage with media across platforms and languages. Nielsen reported that Hispanic audiences watched more than 2 trillion minutes of television in the first half of 2026. During that period, 42% of Hispanic linear TV viewing time went to Spanish-language television, even though nine times more English-language viewing hours were available. (Nielsen)

Audio also offers a way to reach bicultural Latino audiences. In iHeartMedia’s research, 9 in 10 bicultural Latinos listened to radio monthly, and 85% listened to podcasts monthly. (iHeartMedia)

For brands, the takeaway is to consider both the platform and the cultural context. Choose channels, formats, and language based on the audience you want to reach and the story you want to tell.

Location: City and neighborhood nuances matter

Geography adds another layer. California and Texas had the largest Hispanic populations in 2024, followed by Florida, New York, and Illinois. Within those states, communities can differ widely in country of origin and local culture. (Pew Research Center)

For example, people of Mexican origin make up a large share of Hispanic communities in Los Angeles, while people of Dominican and Puerto Rican origin are the largest Hispanic origin groups in the New York metro area. In Miami, people of Cuban origin account for a sizable share of the Latino population. These differences can influence local references, creator selection, media preferences, and campaign execution.

A localized strategy helps brands make those decisions with greater care and relevance.

Bridge the gap with FAMOSOS

Connecting with U.S. Hispanic audiences takes more than demographic data. It takes cultural understanding, thoughtful creator selection, and campaigns built around the communities they aim to reach.

FAMOSOS helps brands connect with Latino creators and develop creator-led campaigns for U.S. Hispanic audiences. Our team brings cultural insight and a network of vetted creators to help brands build more relevant connections across communities.

Move beyond copy-and-paste marketing. Partner with FAMOSOS to plan culturally informed creator campaigns that speak to your audience and support your business goals.