When Bad Bunny walked onto the stage at the 2026 Grammy Awards and won Album of the Year for Debí Tirar Más Fotos, it wasn’t just another trophy for a global superstar. It was a cultural inflection point.
For the first time, a Spanish-language album claimed the industry’s highest honor, sending a signal that Hispanic culture is no longer a parallel lane in American media—it is a central driver of mainstream consumption. In the same way hip-hop reshaped U.S. culture in the 1990s and streaming tr
The creator economy is entering a more mature—and more competitive—phase. Platform algorithms are evolving, brand budgets are tightening, and audiences are demanding more authenticity and value. For Latin content creators, however, 2026 presents a powerful opportunity. Driven by demographic growth, cultural influence, and increasing brand interest in multicultural audiences, Latino creators are uniquely positioned to lead the next chapter of digital influence.
Thriving in 2026 will require st
As the countdown to the 2026 FIFA World Cup begins, one audience has emerged as the most powerful force driving soccer’s dominance in the United States: U.S. Hispanics. For FIFA, major sponsors, broadcasters, and global brands, Hispanic fans are not just another market segment—they are the cultural and economic engine behind the sport’s explosive growth.
From packed stadiums to record-breaking television ratings, from merchandise sales to social media engagement, Hispanic consumers consistentl
Hispanic and Latino creators are reshaping the American creative landscape. From film and television to visual arts, music, museums, and digital media, their voices are increasingly influential. As the Latino population continues to grow and assert cultural presence, creative industries are being pushed to evolve, diversify, and expand representation.
Yet despite major progress and cultural impact, significant gaps remain in leadership roles, funding access, and institutional recognition.
Souce: Getty Images
Latinos make up nearly 20% of the U.S. population—a vibrant and growing community with deep roots, diverse cultures, and tremendous economic power. Yet, despite their undeniable influence, Latinos remain significantly underrepresented in mainstream media and pop culture.
From Hollywood films to newsrooms and ad campaigns, Latino voices are still too often missing or marginalized. It’s not just about numbers—it’s about visibility, authenticity, and equity in shaping the Ame
Source: Gettyimages
As the largest ethnic minority in the U.S., Latinos are projected to make up nearly 30% of the nation's population by 2050. Among them, Generation Z Latinos — those born between 1997 and 2012 — are emerging as a powerful demographic shaping American culture, business, and consumer trends. As of 2025, an estimated one in four Gen Zers in the U.S. identifies as Latino (Pew Research Center, 2023), making it crucial to understand this group’s unique perspectives, values, and beh
From the get-go, Puerto Rican director Àngel Manuel Soto understood the responsibility and pride of making history with "Blue Beetle" (in theaters Friday), DC's first Latino-led superhero movie.
"We never get this chance to tell stories like this," he says. "Much less, to show us as heroes to the world (and) in a cinematic universe that's so followed and in a genre that includes us as sidekicks at best." READ MORE AT USA TODAY
Radio is immensely popular among US Latinos. According to Nielsen, broadcast radio leads all other platforms in reaching Latino audiences on a monthly basis. In 2022, 97 per cent of US Latinos tuned in to radio each month, compared to 92 per cent of the general population. From 2017 to 2022, live TV viewership declined 13 per cent among Latinos to 84 per cent.
Spanish is also the US’s most common non-English language, spoken by nearly 50mn people in the country — 12 times greater than the next
Despite making up nearly 19 percent of the population, Latinos continue to be underrepresented or misrepresented in Hollywood, news and book publishing, according to a new report released by the Government Accountability Office. "Latinos are effectively excluded or sidelined from much of American media," says Rep. Joaquin Castro (D-Texas) chair of the Congressional Hispanic Caucus, which requested the report. READ MORE AT NPR
Latinos are more likely to subscribe to multiple streaming services than the average American, according to a recent report but Latinos are rarely depicted on screen despite being avid TV consumers and outspending other racial and ethnic groups in movie ticket purchases. Two recent cancellations illustrate how the television and film industry fails Latino-led productions, advocates say. READ MORE AT AXIOS
YouTube TV now offers a streaming plan featuring only Spanish-language channels and is also beefing up the lineup of Spanish-language content with a new add-on for the virtual MVPD’s base package.
The new option, called Spanish Plan, costs $34.99 per month (with an intro rate of $24.99 per month for the first six) and features 28 channels in Spanish including ESPN Deportes, Fox, Cine Latino, CNN Español, Discovery en Español, Tastemade en Español, Nat Geo Mundo, and Estrella TV, among others. U
Will Roberto be able to carry the heavy boxes his job requires if he donates a kidney to his brother, Jorge? How will his family pay their bills if Roberto has to take several weeks off from work to recover from the surgery?
Will Mama consider a kidney donation from her daughter, Carla, or turn her down, worried the procedure will keep Carla from having another baby?
These two telenovela plots have gripped some viewers in the past few months. But don’t expect to see the Spanish-language dramas o
There is no doubt the digital media universe continues to shift and evolve with the constant introduction of new platforms and ways for consumers to engage.
Marketers looking for a massive demographic embracing this shifting landscape needs look no further than U.S. Hispanics. A community 52 million strong, representing 17 percent of all Americans, Hispanics are a marketer's dream: digitally savvy, young and socially connected.
Indeed, it's no secret that Hispanics are tech-forward. Digitally,
A new report released by Social Lens Research and MocoSpace, Latinos on the Road: A Mobile and Social Ride Study, found that when it comes to planning road trips, Latinos heavily rely on their mobile phones and social media networks. The online survey found that during every stage of planning for a road trip, Latinos are using mobile phones and seeking more relevant location-based deals, rewards programs and mobile accessible travel content to assist with their trip planning.
“The study indicat
Nely Galan, the media dynamo and one of the entertainment industry's savviest and firebrand talents, will keynote the Latina Empowerment Breakfast at USHLI's 31st national conference. Her address is scheduled for 7:30am, Friday, February 15, at the Sheraton Chicago Hotel and Towers, located at 301 E. North Water Street in Chicago.
Nely Galan has done it all, going strong, and is still doing more. As the former President of Telemundo, she was the first Latina to head a television network. Since
Good news, the digital divide is closing for Hispanics. The Pew Hispanic Center recently published an encouraging report that indicates that the digital divide is shrinking due in large part to rapid Hispanic mobile adoption and strong usage of social networking sites. For marketers, the report should be another clear indication that it is time to get serious about investing in the U.S. Hispanic digital market.
Hispanic internet, smartphone and social media usage
From the highest level, the rep
It’s no secret young people live on their cell or smart phones, but for Latino youth –that rings even truer. A new report written by Mobile Future and the Hispanic institute underlines young Hispanics and new generations of Americans spend heavily on mobile broadband technology – $17.6 billion on mobile devices and more than $500 million on mobile apps in 2012.
The report Hispanic Broadband Access: Making the Most of the Mobile, Connected Future notes that the legal immigration of people from al
In my experience working with Fortune 500 companies, I have found 10 reasons why management teams fail to capture a significant share of Hispanic consumers.
1. There is no company-wide alignment on making the Hispanic market a strategic initiative
Halfhearted efforts result in failure because they lack the rigor and discipline applied to every other aspect of the company’s business. For example, when entering an emerging market for the first time, a company conducts qualitative research to unco
ALTHOUGH the word “upfront” is English rather than Spanish, the broadcast networks and cable channels that aim programming at Hispanic viewers are again increasing their presence during the annual television upfront week.
There are nine presentations scheduled this week to brief advertisers on programming plans for the 2012-13 season (and yes, also woo them with shrimp and adult beverages). Last May, during the upfront week that preceded the 2011-12 season, there were five such presentations.
Th
