iHeart Study: Bicultural Latinos Drive Audio Impact.

A new iHeartMedia/Collage Group study finds Bicultural Latinos now represent nearly 40% of the U.S. Latino population and are driving $4.1 trillion in purchasing power. The report shows radio and podcasts remain central to daily life — and to brand discovery —for an audience that rewards cultural authenticity over simple language translation.

In a new study developed with Collage Group, the company finds that nearly 40% of U.S. Latinos now identify as bicultural, blending identities rather than choosing between them. The report, titled “New American Consumer: Bicultural Latinos,” positions this group as both culturally influential and commercially decisive — with implications for broadcasters and advertisers alike.

Backed by a Latino population approaching 70 million, U.S. Latino purchasing power has climbed to $4.1 trillion and is growing more than twice as fast as that of non-Latinos. The report notes that if U.S. Latinos were measured as a standalone economy, their GDP — which has surged from $2.2 trillion in 2015 to $4 trillion — would rank fifth globally.

Cultural Confidence Meets Economic Clout

Two-thirds of Bicultural Latinos say they identify equally as Hispanic and American. That identity is strengthening: 78% report feeling more connected to their heritage today than a year ago.

“Bicultural Latinos are not just an audience — they are a cultural vanguard, driving tastes, trends and conversations across every platform while powering one of the fastest-growing segments of the U.S. economy and redefining what it means to be American,” says Enrique Santos, President and Chief Creative Officer of iHeartLatino and on-air personality for iHeartRadio.

“For brands, the takeaway is clear: culture is the strategy — language is the tactic. Those who lead with cultural intelligence, not just translation, earn more than attention — they earn long-term loyalty and trust.”

Key Findings

Language Doesn’t Define Connection

While language remains an important expression of identity, the study finds it is not the primary driver of engagement.

• Nearly 90% typically consume audio content in English

• One in three prefer Spanish for music or radio

• About one-third want advertising to match the language of the content

• Another one-third prefer English advertising outright

• The remaining segment is flexible

The findings suggest that cultural alignment — not language alone — determines resonance. For advertisers, that nuance matters: translation without cultural fluency may miss the mark.

Audio Is Central to Cultural Life

The study reinforces audio’s outsized role within the Latino community — and specifically among bicultural listeners.

According to Nielsen, broadcast radio reaches nine in 10 Latinos monthly. Within the bicultural segment:

• 92% listen to radio in English

• 78% listen in Spanish

• 65% prefer listening equally in both languages

• 98% listen to music weekly

• 63% tune into podcasts weekly

• 69% engage with live sports via audio

• 96% say they seek out human-led content

The research characterizes audio as more than entertainment — describing it as a “cultural ritual” and communal experience. More than six in 10 share listening experiences with others, often with family members, including children.

For broadcasters, that underscores radio and podcasts as trusted cultural spaces rather than background media.

Curiosity Drives Brand Opportunity

The report paints Bicultural Latinos as highly receptive — and highly responsive — consumers.

• 73% say they are open to trying new brands

• They are 60% more likely to purchase from brands that reflect them

• 61% are willing to pay more for culturally aligned brands

• 69% appreciate brands showing up during cultural moments

• They are 22% more likely than the general population to make a purchase after hearing a radio ad

“As the report makes clear, there is a significant opportunity for brands to deepen their connection with this audience — but only if they move beyond assumed shortcuts and transactional messages,” says Lainie Fertick, President of iHeartMedia Insights.

“Reaching Bicultural Latinos requires leading with culturally aligned creators and trusted voices to capture attention, build credibility and drive action. For marketers, audio and collaboration with Latino influencers across broadcast radio and podcasts can serve as the key entry point of connection.”

Strategic Implications for Audio

For an industry navigating audience fragmentation and shifting consumer behaviors, the findings position bicultural Latinos as both growth engine and proof point for audio’s cultural relevance.

The data reinforces several broader themes:

• Identity-driven audiences reward authenticity over translation

• Human-led audio content remains a trust builder

• Multiplatform audio strategies (broadcast + podcast) offer scale and intimacy

• Cultural moments present high-impact entry points for brands

With Latino economic growth outpacing the broader population and bicultural identity on the rise, the report suggests that audio companies able to integrate cultural intelligence into programming and ad strategies stand to benefit most.

Methodology

The study was conducted in partnership with Collage Group to examine broad U.S. consumer shifts with a focused lens on Hispanic Americans. Researchers fielded a 10- to 15-minute online survey in English and Spanish among 2,000 adults 18+ who are weekly audio listeners, including 1,200 Hispanic respondents representing Bicultural, Heritage-Leaning and U.S.-Leaning segments. The sample reflects a mix of generations, genders, regions, education levels and income brackets.