Spanish-language radio remains one of the most trusted and effective media platforms among U.S. Hispanic adults, according to a new report from Harker Bos Group’s Crowd React Media. The State of Spanish-Language Media 2025 surveyed 1,005 Spanish-dominant and bilingual adults aged 18–64 and found that 69% use radio at least weekly. Two-thirds say it influences how they think, and 38% have made a purchase based on something they heard on Spanish-language radio.
The report highlights radio’s enduring power as a cultural and community connector, particularly among adults aged 25–54. Spanish-speaking audiences report greater trust in local radio personalities and advertisers than in digital influencers. Radio’s portability, familiarity, and relevance continue to resonate, with usage spanning music, talk, and news formats.
Spanish-language radio’s ad effectiveness is competitive with digital and video platforms, with listener trust translating into consumer action. The study notes that Spanish-language audiences often engage across platforms, with traditional radio maintaining its role alongside growing podcast listenership.
Podcasting is gaining ground with younger audiences. Among adults 18–34, 43% report weekly podcast listening, while 30% of all Spanish-dominant and bilingual respondents aged 18–64 listen to podcasts weekly. Comedy, news, and cultural topics lead in popularity, and bilingual respondents are more likely than Spanish-dominant respondents to consume podcasts, suggesting a cross-platform trend among bicultural listeners.
Importantly, podcast consumption is additive—not a substitute for radio. Among weekly podcast listeners, 58% also report weekly radio listening. The crossover reinforces radio’s continued role in the media habits of Spanish-speaking audiences, especially when programming reflects cultural identity and local relevance.
Despite its influence, the report notes that Spanish-language media remains underrepresented in mainstream media buying and planning. With over 42 million Spanish speakers in the U.S. and a growing bicultural younger generation, the need for content that bridges platforms and languages is increasing. The report suggests that marketers who overlook Spanish-language radio may be missing a powerful and deeply rooted connection to a loyal, responsive audience.
The full study, including demographic breakouts and platform comparisons, is available from Crowd React Media.