Marketers can become a bigger part of the emerging cultural conversation across platforms. Streaming media has opened doors to brands trying to reach Hispanic consumers. Ahead of National Hispanic Heritage Month, Pandora surveyed the cultural landscape and behavioral attitudes of this growing market. The data reflects the diversity—how many Hispanic consumers are bilingual (35%), mirrored by how many prefer both Spanish and English in ads on streaming platforms (21%).
Meantime, the enthusiasm and demand for Latin music has exploded. “At Pandora, we’ve witnessed this evolution firsthand,” said Mike Reid, vp of multicultural at Pandora. “Our data tells us that Hispanics live seamlessly in both worlds. Depending on the mood, time of day or event, Hispanics freely choose their music environment, and more time than not it’s Latin time.”