The news: Hispanic audiences are leading shifts in digital behaviors, streaming at high levels, adopting AI tools, and using creator apps that position them as both content producers and consumers.

• Hispanic viewers in the US are embracing streaming more than the general population, per Nielsen’s Curating the Narrative report, with a cord-cutting rate about 35% higher.
• They’re also 29% more likely than the general US population to use AI platforms like ChatGPT, and 115% more likely to use the video-editing app CapCut.

Streaming dominance: The surge in streaming among Hispanic audiences reflects the population’s interest in mobile-first experiences and the platform dynamics of how they’re being served.

• Hispanic audiences skew younger—a population that is more likely to stream. In Hispanic households, that generational trend is even stronger: 55.8% watch streaming services compared with 46% of the general population.
• Spanish-language options, bilingual navigation, and creator-driven content on YouTube, Netflix, and Peacock could make those platforms especially appealing to Hispanic consumers.

Content creators: Hispanic audiences’ higher use of AI platforms and creator tools highlights a shift from consumption to participation.

Their elevated use of such services suggests a comfort with experimenting with technology. This shows both higher levels of tech-savviness than the general population and an interest in producing personalized content.

Our take: The combination of higher streaming use and greater AI and creator tool adoption shows that Hispanic audiences aren’t just passive consumers—they’re actively crafting and customizing their media experiences and leading early tech adoption.

Brands should:

• Invest in mobile-first content to capture on-the-go streamers.
• Offer tools that enable personalization to boost engagement.
• Diversify media outreach—instead of leaning solely on traditional TV or linear content—to avoid missing engagement opportunities.