Take Note: Hispanic Audiences Spend More Time with Music

Campaigns are all about rhythm and timing, finding the right beat to set your ad frequency to and the best channels to ensure your brand messages inspire action. If you want to move Hispanic audiences any time of year, there’s a good chance they're listening to music, from corridos to reggaeton. 

Fun fact: Latin music is the fastest-growing genre in the US on streaming audio platforms, beating out rock, pop, and country. With the rise of subgenres like regional Mexican and the dominance of chart-toppers like Bad Bunny and Yailin La Mas Viral, Latin music continues to make its presence known. Let’s add in the fact that Hispanics spend 12% more time with online audio than the overall population, making this your sign to invest in this plugged-in audience. Spoiler alert, the SiriusXM Streaming Network is the perfect place to find them. 

Audio and Music Consumption Is Outpacing General Audiences

Hispanic audiences are +6% more likely to listen to online audio in the past month than the overall population, while they’re +81% more likely to say “I find myself spending too much time listening to audio.” There are a number of factors driving this increase, including the role of music in Latin culture, the increasing mainstream success of Latin music, and the ease of streaming audio access. And let’s not forget convenience—Hispanic listeners tune in while doing daily tasks like relaxing at home, driving, or getting in the zone at work, showing the advantages of streaming audio no matter the time or place.  

Latin Music Is at the Center of Latin Culture

Digital audio is a big part of Hispanic listeners’ daily lives. And Latin music is a central element of their culture and identity, with 68% saying traditional music from their family’s country of origin connects them to their culture. It’s the sound of family, friends, and community, calling up cherished memories and forming new ones. 

The Popularity of Latin Music Is Hitting New Heights

Latin music is far from a monoculture, calling for brands to think beyond “default” sounds like reggaeton. With increasingly popular genres like Latin trap, cumbia, Latin pop, electronica, and much more, Latin music is making major waves. For the third consecutive year, Latin music exceeded $1B in the US in 2024, a 6% growth over 2023. Latin songs are taking over global music charts while Latino artists continue shaping global music consumption. And Latin music’s hits aren’t fleeting trends—they’re testaments to the growing influence and staying power. As the popularity of Latin music explodes, 97% of the market is streaming audio. So, if you want to reach fans, platforms like Pandora and SoundCloud are where they’re listening. 

Pandora 

Pandora is home to over 100 Latin stations, including 30 dedicated to Música Mexicana alone. This year, Hispanic listeners tuned into a wide range of Latin stations, averaging over five hours of time listening with Musica Cristiana, almost four hours with Viejitas Pero Bonitas, and almost three hours with Regional Mexicano. As for some of the top Latin artists on the platform? Listeners are all-in on Bad Bunny, Karol G, Carin Leon, and Pitbull, with spins exploding following album and track releases.  

Whether listeners are celebrating a new release or listening to an older track for the millionth time, reach them with Sponsored Stations, a turnkey solution that blends hand-curated expertise with the personalization of listener thumbs.

SoundCloud 

SoundCloud platform is credited with helping mainstream Hispanic artists get their start, from Kali Uchis, to Bad Bunny, to Young Miko, to Xavi. With 74% of Latino listeners saying they’re proud to see and listen to artists that represent them and their community, it comes as no surprise that we see a high index of Hispanic listeners on the platform where it all started. Our users aren’t lurkers either, with over half of the platform’s Hispanic American audience streaming music on a daily basis, and general users being twice as likely to listen to Latin music than the general public.

Hispanic Artists Are Driving Listening Trends and Spins 

As big moments happen on the Latin music scene, we’re seeing the effects on the SiriusXM Streaming Network.

• Bad Bunny had a record year, releasing his sixth studio album and setting out on his global tour, selling over 2.6M tickets. And on Pandora, he’s received 78M+ spins on the platform in just the first quarter of this year. 

• As one of Pandora’s 2025 Latin Artists to Watch, Netón Vega has taken over the charts with his debut album “Mi Vida Mi Muerte,” seeing a 168% increase in Pandora spins from February to March. 

• Yailin La Mas Viral, one of the Dominican Republic’s leading female urban voices, has broken onto the scene with multiple viral hits. Her loyal fans have produced 841K Pandora spins in the first month of her track “Bing Bong,” with Hispanic listeners accounting for 62% of streams. 

From established artists (like Karol G and Peso Pluma) to the next big names (like Xavi), Latin hitmakers are getting their start and thriving on our platforms.

How to Connect with Hispanic Audiences via Music 

Hispanic American listeners stand out for their diverse tastes and celebration of their cultural diversity through a broad spectrum of music. To get in their ear authentically, follow these best practices: 

• Use music as a cultural bridge. Create multi-generational music campaigns to tap into nostalgia while staying fresh and relevant. For instance, leverage Gen Z artists that are reviving traditional music styles with their own modern twist. 

• Acknowledge the diversity of Latin music. Tailor music choices for specific Latin regions and subcultures. 

• Use Latin storytelling in campaigns. Instead of generic beats, integrate regionally-specific music to match target audiences. For example, a Mexican beer brand could use modern corridos instead of stereotypical urban Latin beats.

Reach Hispanic Audiences with Streaming Audio

To Latinos, audio is a source of self-care, cultural bond strengthener, and daily necessity. Latin music draws in bilingual, daily listeners on SoundCloud and on Pandora, listeners can’t hit “thumbs up” on Latin stations, artists, and songs quick enough. And brands can turn to the SiriusXM Streaming Network to reach 9M Latino monthly unique visitors (MUVs) across our platforms.  

Ready to reach Hispanic audiences through the music they move and groove to? Let’s talk.

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