Podcasts and Radio: Engaging Your Hispanic Audience Through Audio & Streaming Platforms

Posted on July 26, 2023 by Media Culture

The world of audio and streaming platforms has witnessed an exceptional rise, presenting unique opportunities for content creators and marketers to reach diverse audiences. The significance of tapping into the potential of this medium cannot be overstated, especially for businesses and brands seeking to forge lasting connections with the Hispanic market.

Below we will examine findings from our U.S. Hispanic Audience Insights Report and use this data to strategize the best methods for engaging the Hispanic community through podcasts, radio, and streaming platforms. 

The Prevalence and Significance of Radio in the Hispanic Community

Within the United States, Hispanics predominantly tune in to Spanish and Urban genres on FM radio and popular streaming platforms such as Spotify. 34% avidly listen to Spanish music, while 15% enjoy Dance music (EDM, Techno, House, etc.), and an additional 31% embrace Urban genres (Hip-Hop/R&B). 

The Rising Popularity of Podcasts Among Hispanic Consumers

Podcasts have become a cherished favorite among the Hispanic community. In fact, 24% of U.S. Hispanics listen to podcasts 3 or more times per week, with 14% listening twice a week, 3% listening 6 times a week, and 16% listening 3 to 5 times a week. U.S. Hispanics enjoy podcasts primarily on Spotify, and often listen at home or during their commute. The flexibility and convenience of consuming audio content on smartphones have contributed significantly to this trend.

The Influence of Streaming Platforms

Streaming platforms have taken center stage in the Hispanic consumer market, offering a wide array of content options. While some listeners prefer the traditional audio experience, the younger generation is embracing on-demand streaming for its flexibility and customization. 18% of our audience listens to Apple Music, while 46% listen to Spotify, and 30% listen to Pandora. These platforms provide brands with an excellent opportunity to connect with diverse Hispanic audiences.

Related: Strengthening Connections with Your Hispanic Audience through Mobile-First Marketing


/// Crafting Content that Resonates with Hispanic Listeners

Language and Cultural Considerations in Hispanic Marketing

Providing content in Spanish and bilingual formats is essential for creating a strong connection. When it comes to listening to advertisements on Spanish-language podcasts, 53% of listeners prefer them in both English and Spanish, 21% prefer them entirely in Spanish, 17% prefer them entirely in English, and 9% have no preference. 

Culturally significant topics, traditions, and values resonate more deeply with Hispanic listeners. However, it's vital to approach these themes respectfully, avoiding stereotypes and embracing the diversity within the Hispanic community. 

Storytelling, Engagement, and the Role of Tradition

Storytelling is an integral part of Hispanic culture, and incorporating this tradition into audio content can be highly engaging. Music, too, holds a special place in Hispanic hearts, and leveraging audio storytelling with culturally relevant music can create a powerful emotional connection with the audience. 


/// Engaging Hispanic Demographics with Podcasts, Radio, and Streaming Platforms

Engaging a Younger Hispanic Audience Through Podcasts and Streaming Platforms

To connect with younger Hispanic listeners, brands must embrace social media as a means of podcast discovery and sharing. 55% of U.S Hispanics have purchased a product or service, and 52% have used a promotional or discount code mentioned in a podcast. Collaborations with influencers and artists can also enhance the appeal of audio content, focusing on music, entertainment, and relevant topics for this audience.

Building Trust with Older Hispanic Demographics Through Radio

Radio continues to hold a special place in the hearts of older Hispanic audiences, serving as a reliable source of both information and entertainment. To effectively engage with this cherished demographic, create a blend of community-based content and traditional elements. By crafting content that resonates with their values and experiences, we can nurture a deeper sense of trust and loyalty.

In terms of radio consumption, our data highlights interesting patterns among older Hispanics. 32% of our audience tunes in to radio on the Internet, while the majority, 63%, prefers the familiarity of FM Radio and 14% still opt for AM Radio

These statistics highlight the importance of catering to various listening platforms, ensuring that our content reaches them wherever they feel most comfortable.

Understanding listening habits is equally crucial. While 20% of our audience enjoys radio while at work or school, 43% prefers the comfort of home for their listening experience. A considerable 69% of our older Hispanic listeners turn to radio during their daily commute in the car. 

Monetizing and Sponsoring Audio and Streaming Content

As the Hispanic audience embraces audio and streaming platforms, advertisers have an array of opportunities to connect. Tailoring ads to resonate with the unique cultural sensibilities of the Hispanic market is essential for successful engagement. Advertisers must also understand and comply with advertising regulations to ensure ethical marketing practices.

Examining successful podcasts, radio shows, and streaming platforms targeting the Hispanic market provides valuable insights. By analyzing the strategies used in these examples, marketers can draw lessons and apply them to future campaigns, creating content that genuinely captivates the Hispanic audience.


/// The Power of Audio

The power of audio and streaming platforms in engaging the Hispanic audience cannot be overstated. Podcasts, radio, and streaming content offer an exceptional means of connecting with this diverse market. 

However, success lies in cultural relevance, language, and building trust. By creating innovative and sensitive content, businesses and brands can forge lasting connections with the Hispanic audience, encouraging loyalty and growth for years to come.

Contact Media Culture today to begin strengthening connections with your Hispanic audience.

For deeper insights and data into Hispanic marketing, download our comprehensive Audience Insights Report below.


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