The Hispanic market is a cultural and economic powerhouse on the rise. With consumer spending power projected to reach $2.8 trillion by 2026, according to the Selig Center for Economic Growth, this dynamic demographic represents a fantastic opportunity for brands — but capturing their attention demands a strategic approach.

Connected TV (CTV) offers an unparalleled platform to connect with Hispanic audiences. By understanding their unique preferences and behaviors, you can craft compelling campaigns that resonate and drive results.  

Let’s explore the key trends shaping the Hispanic market and discover how CTV can be your secret weapon for success.

Background and trends on the Hispanic Market

Here's a quick snapshot of the market:

Rapid growth

Hispanic Americans comprise almost 20 percent of the U.S. population, representing approximately 62 million individuals. This number is projected to soar to 28 percent by 2060, with an estimated population of 111 million, per Nielsen.

Young and influential

A staggering 25 percent of Americans under the age of 18 are Hispanic, making them a dominant force in younger generations, per U.S. Census Bureau.

Rising affluence

Over 10 percent of the affluent population in the U.S. is Hispanic, with Gen Z comprising a remarkable 20 percent of this high-earning segment, per Insider Intelligence.

Powerhouse consumers

Hispanic real consumption expenditures, or the amount of goods and services Hispanic Americans buy, adjusted for inflation, are growing three times faster than the general population. This is fueled by the rapid rise of high-income Hispanic households, per Insider Intelligence.

The big picture: The Hispanic market is poised to shape the future of American consumerism. Brands that prioritize reaching this audience on CTV are well-positioned to tap into its immense potential.

Why CTV is a powerful platform for reaching the Hispanic Market

CTV advertising offers precise reach, dynamic creative, delivery verification, and measurement solutions that traditional TV advertising does not.  

These high-tech capabilities provide you with the laser-sharp focus necessary to reach and resonate with your desired audience, creating a unique and improved experience for both advertisers and consumers.

Hispanic streaming habits

Americans as a whole watch more streaming than cable television, with Hispanic audiences leading the pack.  

As a group, they spend more time streaming content than non-Hispanic whites (34 percent vs. 25 percent) and spend twice as much time watching videos on their smartphones than non-Hispanics, per Nielsen.  

How to tailor ad creative and messaging for Hispanic Americans

To effectively serve Hispanic customers, brands need to represent their culture both in language and in lifestyle.  

Below are some ad creative best-practices that can help ensure that your message resonates with Hispanic Americans.  

Cross-screen activation

Cross-screen activations create a balanced approach that drives awareness and site visitation for desired audiences. Utilize high-impact streaming ad formats like CTV, OTT, and mobile to engage viewers with culturally relevant messaging across devices.

QR codes

With 56.5 percent of Hispanic Americans being under the age of 34, per Statista, QR codes offer a convenient and familiar way to reach younger, mobile-first audiences. Drive conversions and increase engagement by incorporating calls to action (CTAs), allowing consumers to seamlessly access and navigate brand landing pages.  

In-language content

MRI-Simmons data reveals a strong connection between Spanish-language marketing and Hispanic consumer loyalty. The research indicates that most Hispanics, including those primarily English-speaking, view Spanish advertising as a respectful acknowledgment of their cultural heritage. This leads to greater brand loyalty, ad recall, and perceived reliability.

Custom creative

Produce several iterations of your ad creative. Because 26 percent of Hispanics live in multigenerational households, per Pew Research, having various creative swaps can offer A/B testing options, and yield better results with multiple demographics.  

How to reach the right Hispanic audience on CTV

Effectively reaching the Hispanic market on CTV requires a deep understanding of audience segmentation and contextual alignment.

Audience Segmentation

Granular audience segmentation is essential to effectively reaching Hispanic viewers. By analyzing data points such as mobile device usage, app preferences, content consumption, and demographic information, advertisers can create highly targeted campaigns. Identifying viewers' interests, passions, and life stages allows for tailored messaging that resonates deeply and avoids the risk of stereotyping.  

Read now: 8 Methods for Audience Curation on CTV

Contextual Alignment

Partnering with publishers that authentically represent the Hispanic community is crucial for building trust and credibility. Aligning campaigns with culturally relevant content helps you reach audiences beyond traditional demographics and foster a more meaningful connection with Hispanic viewers.

Reach the Hispanic Market with Sabio

Sabio empowers brands to connect with Hispanic market authentically through CTV advertising. Our unique audience curation is powered by rich mobile and CTV data, helping you reach tailored audience segments based on consumer passions, interests, and life stages for maximum impact.

By utilizing Sabio's partnership with App Science® — a leading data analytics and audience measurement platform with a proprietary 55 million household graph — you can connect with curated diverse audiences with authenticity wherever they’re streaming. Plus, our in-house creative studio allows you to engage bilingual consumers with ad units designed specifically for CTV.

As a diverse-owned leader in the CTV/OTT space, Sabio is committed to bringing diverse voices to the media ecosystem. Our partnerships with culturally diverse and minority-owned publishers, such as Telemundo, Univision, and Canela.TV, give you access to authentic ad placements for deep cultural resonance.

Connect with our team

Get in touch with our team of CTV advertising experts to discuss how Sabio can help your brand reach, engage, and validate Hispanic American audiences.