Study: U.S. Latinos Hit New Population, Labor Force Records.

One of radio’s most devoted listening demographics has reached a new statistical milestone, one with implications for the medium.

Latinos now represent 20% of the U.S. population for the first time, according to a new analysis by the Latino GDP Project from UCLA and California Lutheran University. The report, based on 2024 U.S. Census Bureau data released in June, estimates the total U.S. Latino population at more than 68 million — an increase of 2 million from the 2023 estimates.

“In 1988, lacking the sophisticated data we now have, we projected that Latinos might grow to 58.8 million by now,” said David Hayes-Bautista, distinguished professor of medicine at UCLA and co-author of the report. “But obviously we were too conservative.”

The report highlights the continued significance of radio among Latinos. A separate study by Harker Bos Group, the second annual “State of Spanish-Language Media” report, found that radio reaches 69% of Hispanic audiences, with 53% engaging weekly and 48% listening frequently.

The same study reported that 66% of respondents across all genders and age groups said Spanish-language radio influences their views on social, cultural, and political issues. Additionally, 38% said they have purchased a product or service they learned about on Spanish-language radio, a figure that rises to 44% among listeners aged 35 to 54. Product categories most frequently cited include food and restaurants, health and wellness products, automotive and insurance services, financial services, and personal or retail goods.

Nielsen data from the first quarter of 2025 showed that radio reached 93% of Hispanic audiences monthly. The research points to the demographic as a key driver of soccer radio broadcasts and positions broadcast radio as a powerful medium when paired with culturally relevant content.

Population growth among Latinos is also reflected in labor force statistics. The U.S. Census Bureau’s most recent American Community Survey showed the Latino labor force grew 5.5% last year, the highest increase recorded by researchers and 4.2 percentage points higher than that of the non-Latino labor force. From 2010 to 2024, Latino labor force growth was 7.2 times faster than that of the non-Latino population, reaching a total of 35.1 million workers.

“Time and time again, we find that hard work, self-sufficiency, optimism and perseverance are the characteristics that underlie the strength and resilience of U.S. Latinos,” said Matthew Fienup, executive director of the Center for Economic Research & Forecasting at Cal Lutheran.

The Latino labor force participation rate reached a record high of 69% in 2024. The participation premium—the gap between Latino and non-Latino participation rates—also reached a record 6.2 percentage points.

“More people working harder leads to greater Latino GDP growth,” Hayes-Bautista added. “These new data indicate that the U.S. Latino labor force is shattering records for economic vibrancy.”