iHeartMedia Study Highlights Bicultural Latino Power

RADIO ONLINE | Thursday, February 19, 2026 | 12:51pm CT

iHeartMedia

iHeartMedia has released a new consumer study examining Bicultural Latinos, those who identify as equally American and Hispanic, finding the group represents a growing economic and cultural force shaping the next era of U.S. growth.

The report, "New American Consumer: Bicultural Latinos," developed in partnership with Collage Group, indicates Bicultural Latinos now account for nearly 40 percent of all U.S. Latinos. The study describes the audience as culture-driven and identity-focused, bridging both American and Hispanic influences rather than choosing between them.

According to the findings, two-thirds of Bicultural Latinos say they identify equally as Hispanic and American, and 78 percent report feeling more connected to their heritage today than a year ago. The study links that cultural confidence to economic momentum. U.S. Latino purchasing power has reached $4.1 trillion, supported by a population of nearly 70 million. Latino GDP has grown from $2.2 trillion in 2015 to $4 trillion, a pace more than twice that of non-Latinos. If measured independently, the study notes, U.S. Latinos would rank as the fifth-largest economy in the world.

"Bicultural Latinos are not just an audience - they are a cultural vanguard," said Enrique Santos, President and Chief Creative Officer of iHeartLatino. He added that brands must prioritize cultural intelligence over language translation to build long-term loyalty.

The study finds language does not solely determine engagement. Nearly 90 percent of Bicultural Latinos typically consume audio content in English, though one in three prefer Spanish for music or radio. Advertising preferences are split: about one-third want ads to match the language of the content, another third prefer English, and the remainder are flexible.

Researchers conclude that shared values and lived experiences outweigh language alone in driving connection.

Audio plays a significant role in daily life for Bicultural Latinos. Citing data from Nielsen, the study notes broadcast radio reaches nine in ten Latinos monthly. Among Bicultural Latinos, 92 percent listen to radio in English and 78 percent in Spanish, with 65 percent preferring to listen equally in both languages.

The report also finds:

• 98 percent listen to music weekly
• 63 percent listen to podcasts weekly
• 69 percent engage with live sports through audio

Additionally, 96 percent say they seek human-led content. Many report listening with family members and sharing audio experiences, reinforcing audio's role as both cultural ritual and communal touchpoint.

The study highlights high levels of brand openness within the group. Seventy-three percent say they are willing to try new brands. Bicultural Latinos are 60 percent more likely to purchase from brands that reflect them and 61 percent are willing to pay more for those brands. Sixty-nine percent say they value brands that engage during cultural moments.

They are also 22 percent more likely than the general population to make a purchase after hearing a radio advertisement.

"As the report makes clear, there is a significant opportunity for brands to deepen their connection with this audience," said Lainie Fertick, President of iHeartMedia Insights. She noted that collaboration with culturally aligned creators and trusted voices across broadcast radio and podcasts can help marketers build credibility and drive action.

The study concludes that for Bicultural Latinos, culture, not simply language, is the primary driver of engagement, and that audio remains a key platform for reaching this expanding and influential audience.