Take Note: Hispanic Audiences Spend More Time with Music

Sep 23, 2024

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, and following a Latin beat can help advertisers resonate.

Audio and Music Consumption is Outpacing General Audiences

Every day, Hispanic audiences are listening to 46 more minutes of audio compared to general audiences, averaging to around five hours of listening per day. 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—more than half of Hispanic listeners are listening while doing their daily tasks like relaxing, exercising, or preparing a meal, 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. Most Hispanic listeners (92%) say that music connects them to their culture. And nearly eight in 10 say they are proud to see and listen to artists that represent them and their community.

The Popularity of Latin Music is Hitting New Heights

Latin music is mainstream. And it’s huge—for the second consecutive year, Latin music generated $1.4B in revenue in the US in 2023, a 16% growth over 2022. The songs are taking over global music charts while Latino artists shape global music consumption. And Latin music’s hits are not fleeting trends—they’re testaments to the growing influence and staying power. Regional Mexican music has become a global phenomenon, skyrocketing in the last three years with a 56% growth on SoundCloud in 2023. 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.

Hispanic Artists Are Driving Listening Trends

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

Annita is ushering in a new generation of Brazilian funk, a record breaking tour, a hit album, and releasing music in three languages, boosting the unique visits to her station +75K in the second quarter of 2024.
Feid is taking over after attending the Latin American Music Awards and Coachella stage and his fans are happier than ever as he continues his national tour, attracting 8M spins on Pandora since April 2024.
Continuing their reign with the release of their second studio album, Jugando a Que No Pasa Nada, Grupo Frontera joined iconic Latin artists to fuse country and electric styles to their traditional sound. Producing +61K spins on Pandora in the first week of the album’s release.
Karol G was named Billboard’s 2024 Woman of the Year and was one of the top winners at the Latin American Music Awards. Her loyal fans added +91K stations on Pandora in the second quarter of 2024.

From established artists like Anitta and Peso Pluma to the next big names like Fuerza Regida (with 274% listener growth with Gen Z and Millennials from 2022 to 2023) and Omar Apollo (with 41K spins), Latin hitmakers are thriving on our platforms.

Reach Hispanic Audiences with Streaming Audio

Latin music is in their ears, with Hispanic audiences turning to streaming audio to find it. And brands can turn to the SiriusXM Streaming Network to reach them. Latin music is in the top four scenes on SoundCloud, with users 2X more likely to listen than the general public. And Pandora listeners can’t get enough of Latin music stations, artists, and songs. Check out the top Pandora stations where Latino listeners are tuned in.