Report: Spanish-Language Radio Needs To ‘Double Down’ On Local And Relevant Content.

The results of Harker Bos Group’s just-released second annual “State of Spanish-Language Media” report highlight the power of radio among Hispanics, finding that the medium reaches more than two-thirds (69%) and draws weekly engagement from more than half (53%), with nearly half (48%) listening frequently.

“Spanish-language radio is more than a media platform: it’s a cultural anchor, a trusted voice, and a community connector that plays a vital role in listeners’ daily lives,” the report, based on a survey of more than 500 U.S. Hispanic adults 18+ during Q2 2025, says. “Audiences don’t just listen: they rely on radio for trusted news, culturally resonant storytelling, and a sense of belonging. From shaping opinions on social and political issues to promoting local businesses and celebrating shared identity, Spanish-language stations are at the heart of the community.”

The study shows that two-thirds of the total sample (66%), with a similar share of all genders and age groups, say Spanish-language radio is influential when it comes to influencing their views and opinions on social, cultural, and political issues. Additionally, 38% — and 44% of 35-54-year-olds — say they have purchased a product or service they learned about on Spanish-language radio, with food and restaurants, health and wellness products, auto and insurance services, financial services, and personal/retail goods mentioned most often.

Playing a key role is the relationship between listeners and local on-air talent, as the survey finds 51% say they trust their local Spanish-language DJs a lot, and 52% say they feel a personal connection to them.

What drives more than half of these consumers (54%) to tune into radio is enjoyment of content, which is even more important among 18-34-year-olds, where 72% say this. “Despite having the entire internet at their fingertips, younger listeners still find something special in radio,” the report says. “That’s a powerful reminder that radio isn’t just surviving with Gen Z, it’s resonating.”

Another driver of radio listening among Hispanics is its variety of content, mentioned by 40%. “That emphasis on variety is worth highlighting,” the report notes. “Streaming and podcasts may offer music, hosts, and commentary, often on demand, but the curated unpredictability of radio remains a unique value. You never quite know what’s coming next, and that spontaneity is part of what makes radio delightful. Stations should actively promote this experience: radio as a trusted companion that can surprise and entertain in ways algorithms can’t.”

Also important is local content, with 92% of the sample saying coverage of local events, happenings, and community updates is important, with 56% saying it’s very important. “Locality remains a core strength of radio that digital platforms struggle to replicate,” the study says.

Specific to Spanish-language radio, respondents give music and entertainment (71%) and staying informed about current news and events relevant to the Hispanic community (53%) as their top reasons for listening, while 86% say Spanish-language radio helps maintain a sense of identity and heritage, and 74% say it provides a sense of community and belonging.

Not surprisingly, radio listening skews heavily in favor of Spanish-language content, with 17% listening only to Spanish-language radio, 44% mostly in Spanish, 32% equally in both languages, 5% mostly in English, and just 1% exclusively in English. Spanish-language radio feels more authentic to 40% of the sample, who say that’s driven by cultural connection and representation, comfort with the Spanish language, emotional ties such as nostalgia and family, and a sense that Spanish-language radio is warmer, more relatable, and speaks to their values.

“This powerful connection creates real opportunities, not just for meaningful engagement but for measurable return on investment,” the report says. “Listeners act on what they hear. They purchase products, attend events, and develop strong brand loyalties tied to their favorite stations and on-air personalities. For stations, this means doubling down on what makes radio special: authentic local voices, culturally relevant content, and smart integration across broadcast, digital, and social platforms. The more they lean into those strengths, the more value they can deliver, for both audiences and advertisers.”