Connected TV and Latinos: An Intertwined Growth Story

Why It Matters

The data confirms Connected TV as a critical platform for reaching Hispanic consumers, prompting brands to tailor language and ad‑format strategies for maximum engagement. Broadcasters that adapt to home‑screen navigation and bilingual preferences can capture a high‑value, expanding market segment.

Key Takeaways

• 94% Hispanics have access to Connected TV
• 69% prefer English-language TV content
• 51% pay more attention to Spanish ads
• Streaming preferred for control and content variety
• Home screen top recommendation source for Hispanic viewers

Pulse Analysis

The Latino market’s migration to Connected TV reflects broader shifts in U.S. media consumption, where digital video penetration now tops 81% among Hispanic households. This migration is not merely about device ownership; it signals a preference for on‑demand, algorithm‑driven experiences that give viewers control over what, when, and how they watch. As advertisers chase these viewers, the ability to serve ads in Spanish—despite a majority preferring English programming—offers a nuanced lever for boosting recall and driving action.

Broadcasters such as Telemundo, Estrella Media, and TelevisaUnivision are already re‑engineering their distribution strategies to capitalize on this trend. The study highlights the TV home screen as a pivotal discovery point, mirroring the success of streaming platforms’ recommendation engines. Over‑the‑air stations eyeing ATSC 3.0 can emulate this model, integrating a “home screen” layer that surfaces relevant content and ads, thereby bridging the gap between traditional linear TV and the personalized streaming environment.

For marketers, the findings underscore the importance of culturally resonant messaging and precise audience segmentation. Advanced targeting capabilities inherent to Connected TV enable brands to deliver bilingual creative that aligns with viewers’ language preferences and cultural touchpoints. As the U.S. demographic landscape becomes increasingly multicultural, intentional inclusivity in TV and video strategies will not only improve relevance but also drive measurable ROI across the Hispanic consumer segment.