State of Spanish-Language Media 2024: Audio Edition
We are thrilled to announce the release of Harker Bos Group & Crowd React Media’s “State of Spanish-Language Media 2024: Audio Edition” report. This comprehensive study, set to be released on Tuesday, July 9, delves into the listening habits, preferences, and impacts of Spanish-language media among consumers in the United States.
Key Insights from the Report
The report surveyed over 500 Spanish-language media consumers across the US, ensuring the gender and age demographics align with the 2020 Census figures. Below are some of the key insights that we believe RadioInk readers will find particularly interesting. For those who want to dive deeper, the full report is now available for download.
Radio Consumption
High Engagement: An impressive 72% of respondents listen to the radio regularly, with 70% tuning in for at least one hour daily.
Content Preferences: Music is the primary draw for 94% of listeners, followed by news and talk programs at 53%, and sports at 26%.
Listening Habits: Mornings are the preferred listening time for 53% of respondents. Radio listening is common while driving (75%) and working (30%).
Community Connection: A significant 91% of respondents value local event coverage on the radio, and 86% believe it’s important for radio to foster a sense of identity and heritage.
Technology and Access: Traditional AM/FM bands remain dominant, with 86% of respondents tuning in this way. Additionally, 40% use digital apps, and podcasts are increasingly seen as part of the radio consumption experience.
Advertising Impact: Remarkably, 42% of respondents have purchased a product or service they heard advertised on Spanish-language radio.
Podcast Consumption
Growing Popularity: Podcasts are becoming a staple, with 40% of Spanish-language media consumers listening to them. This is comparable to the 44% found in our State of Media 2024’s English-language audiences.
Content Preferences: The most popular podcast genres are news/politics and comedy, each favored by 64% of listeners.
Discovery Methods: Social media (63%) and YouTube are the primary ways listeners discover new podcasts.
Engagement: A high level of engagement is evident, with 77% listening to most of the episode and 32% completing entire episodes. The optimal episode length is around 30 minutes.
Advertising Impact: Notably, 40% of podcast listeners are more likely to purchase products advertised in Spanish.
Music Streaming
Widespread Use: Music streaming services are used by 71% of respondents, with platforms like Spotify and YouTube leading in popularity. These figures are comparable to radio usage statistics.
The “State of Spanish-Language Media 2024: Audio Edition” provides valuable insights into the vibrant and dynamic landscape of Spanish-language audio media. For a more detailed exploration of the data, download the full report at harkerbos.com/state-of-spanish-language-media.
Should you have any questions about the study or require additional assets, please do not hesitate to reach out.