Spanish-Language Radio Maintains Strong Reach, Influence

RADIO ONLINE | Tuesday, August 5, 2025 | 1:26pm CT

Crowd React Media

Radio continues to be a vital platform for Spanish-speaking Hispanic audiences in the U.S., according to the 2025 State of Spanish-Language Media report from Crowd React Media. With a 69% total reach (cume) and 53% weekly usage among adults 18-54, Spanish-language radio remains a consistent part of daily life for a large portion of the community -- especially among men and middle-aged listeners.

The report highlights radio's stronghold among 35-54-year-olds, who show the highest engagement of any age group: 78% cume, 66% weekly reach, and a 56% conversion rate (those who listen at least three times per week). Among men, cume climbs to 75%, with a majority tuning in during the morning (64%) and afternoon (53%) -- often while commuting.

Spanish-language content dominates listening preferences: 61% of respondents say they listen mostly or exclusively in Spanish. Cultural authenticity plays a key role, particularly among younger listeners and women. Many cited emotional connection, heritage, and relatability as reasons Spanish-language radio feels more "real" than its English-language counterpart.

Beyond entertainment, radio is a trusted source of information and community connection. Two-thirds of listeners said Spanish-language radio influences their views on social, political, and cultural topics. Nearly 40% have made a purchase based on something they heard on the air, with that number climbing to 44% for 35-54-year-olds. Top product categories include food, health, auto, and financial services.

Local personalities are central to this influence: 51% of listeners trust their local Spanish-language DJs "a lot," and 52% say they feel a personal connection to them. Additionally, 92% value local news and event coverage -- making localism a core strength of the medium.

Despite the growth of digital streaming and on-demand content, traditional over-the-air radio still dominates access points (78%), though 40% also stream on phones and 20% use smart speakers. Listening habits remain relatively short -- most listen for 30 minutes to an hour -- suggesting the importance of front-loaded, impactful content.

The report also points to opportunity in digital crossover: 20% of respondents say they listen to radio via podcasts, and nearly half have interacted with their local station through calls, texts, or social media. This multi-platform engagement, coupled with radio's strong trust and cultural connection, positions it as both a legacy medium and a digital bridge.