US Hispanic Market Statistics 2026

US Latino GDP reached $4.0 trillion. If US Latinos were a country, they would be the world's 5th largest economy, ahead of the UK, India and France.

Between 2015 and 2023, US Latino GDP grew more than twice as fast as the rest of the US economy.

US Latino purchasing power reached $4.1 trillion, on $3.1 trillion of income.

Real median income of Hispanic households rose 5.5% in one year, to $70,950.

Hispanic consumers contribute 23% of total US omnichannel retail growth, indexing 157 versus the overall market.

There are nearly 5 million Latino-owned businesses in the US; the count grew 44% from 2018 to 2023.

Hispanic-owned employer businesses generate an estimated $653.5 billion in annual receipts and employ 3.6 million workers.

In California and Florida, Latino-owned businesses accounted for more than 55% of all net new firms (2017–2023).

One in four Latino-owned businesses now operates in tech-centric sectors, more than white-owned businesses (20%).

63% of Latinos are more likely to buy from brands that feature people like them in their advertising.

84% of Latinos favor brands that play a positive role in their community.

68% of Latinos spoke Spanish at home in 2024 while 71% speak English proficiently: a structurally bilingual market.

Streaming drives 55.8% of total TV time for Hispanic viewers, versus 46% for the rest of the US.

AM/FM radio reaches 40 million Hispanic listeners monthly, on par with smartphones and connected TV.

Monthly podcast listening among Hispanic adults grew from 20% in 2019 to 30% in 2023.

Hispanic-targeted media received just 3.6% of total US ad and marketing spend while Hispanics were 18.1% of the population.

Multicultural media investment was only 5.3% of total US ad spend in 2023, while multicultural consumers are nearly 40% of the population.

US multicultural media spend hit a record $45.8 billion in 2024, with Hispanic media commanding 68.3% of it.

93% of Hispanic adults own a smartphone, and 28% are smartphone-dependent (no home broadband) versus 13% of White adults.

Hispanic consumers over-index the total US population on seven of the eight major social platforms.

Online purchases are 30% of Hispanic omnichannel spending; Hispanic Gen Z and Millennials are 1.5x more likely to buy online than the US average.

Nearly 96% of Spanish-language online video ad spend flows through YouTube, which is 21% of Spanish speakers' total TV time.

Spanish accounts for 61.1% of all people in the US who speak a language other than English at home.