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 cultural music, from corridos to reggaeton. 

Fun fact: Latin music is the fastest-growing genre in the US on streaming audio platforms, growing faster than rock, pop, and country. With the rise of subgenres like regional Mexican and the dominance of chart-toppers like Bad Bunny and Karol G, Latin music continues to make its presence known. Let’s add in the fact that Latinos spend an hour more with audio daily than the average listener, making this your sign to invest in this plugged-in audience. 1 Spoiler alert: The SiriusXM Streaming Network is the perfect place to find them. 

Audio and music consumption is outpacing general audiences

Audio is a daily habit for Americans—and Hispanic listeners are especially engaged, spending a full hour more with audio than the average listener. 1 There are several factors driving this engagement, including the role of music in Latin culture and heritage, the increasing mainstream success of Latin music, and the ease of streaming audio access. Music overwhelmingly dominates their listening—accounting for 78% of audio time. 2

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. In fact, 58% of Hispanic listeners tune in at home and 23% listen while in the car. 2Their listening habits show 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. 3 Music is 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 and subgenres like Latin trap, cumbia, RMX, Latin pop, electronica, and much more, Latin music is making major waves. In 2025, Latin music hit a historic milestone, reaching $1 billion in wholesale revenue in the US—and claiming a record 8.8% of the total US recorded music market. 4 Latin songs are taking over global music charts while Latino artists continue shaping global music consumption and breaking records. Just look at Bad Bunny—his album DeBí TiRAR Más FOToS held the #1 spot on the Billboard 200 for four weeks in 2025, and he was the first Latin artist to exceed $1B in career touring revenue.

And Latin music's hits aren't fleeting trends; they're testaments to the genre's growing influence and staying power. So, if you want to reach Latin music fans, platforms like Pandora and SoundCloud are where they’re listening. 

Pandora 

Pandora is home to millions of Hispanic listeners and over 100 Latin stations. Hispanic listeners dominate listening for stations like Cumbia Sonidera (82% Hispanic American composition) and Bachata (77%). 5 As for some of the top Latin artists on the platform? Listeners are all-in on Bad Bunny, Karol G, and Carin Leon, 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 Pandora’s Sponsored Stations. This turnkey solution blends hand-curated expertise with listener-driven personalization.

SoundCloud

SoundCloud is credited with helping mainstream Hispanic artists get their start, from Kali Uchis, to Bad Bunny, to Young Miko, to Xavi. The platform’s audience skews young and diverse, with 36% of them being between ages 18-24 and 55% being multicultural. 6 And its Hispanic listeners 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. 7

Hispanic artists are driving listening trends and spins

FIFA World Cup fans turned to soccer anthems old and new to get in the game this year. And we saw the effects ripple across the SiriusXM Streaming Network.

• Classic anthems are roaring back. Ricky Martin's 1998 hit "La Copa de la Vida" saw a staggering +2,117% surge in streams from early January to late April. And Shakira and Freshlyground's "Waka Waka" climbed +128% during the same period. 5

• New releases are making an immediate impact, too. Shakira and Burna Boy's "Dai Dai,” the official song of the 2026 FIFA World Cup, climbed +2,925% in the 48 hours after its release. 5

• The official soundtrack is already resonating with fans. "Lighter" by Jelly Roll and Carín León grew by +94% from early April to mid-May. 5

From timeless classics to brand-new anthems, Latin hitmakers scored big and thriving on our platforms as the world tuned in for the games.

 #1 in ad-supported reach among Latino audiences

When it comes to connecting with Latino listeners, no one delivers like SiriusXM Media. We reach 92% of Hispanic Americans aged 13 and up—that's 51M people across our portfolio. To put that in perspective, our reach of Hispanic Americans is 127% greater than Spotify's. 8 Additionally, we’re #1 in ad-supported reach among Latino audiences when you compare the SiriusXM Streaming Network to competitors. 9 For brands looking to build meaningful relationships with one of the country's fastest-growing and most influential demographics, that gap represents countless opportunities to be heard. Whether your message is in English, Spanish, or both, SiriusXM Media puts you in front of more Latino listeners than anyone else.

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 truly resonate, your campaigns need to be built from within the culture, not adapted to it. To get in their ear authentically, here are some 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 who 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 Hispanic audiences, audio is a source of self-care, cultural bond strengthener, and daily necessity. Latin music draws in engaged and consistent listeners on SiriusXM Media, and listeners can’t hit “thumbs up” on Latin stations, artists, and songs quick enough.

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

More Hispanic audience insights