iHeartMedia has released a new study highlighting the growing influence of Bicultural Latinos in the United States. The report, developed with Collage Group and titled “New American Consumer: Bicultural Latinos,” focuses on U.S. Latinos who identify as both Hispanic and American, a group now representing nearly 40 percent of all U.S. Latinos.
The study finds that Bicultural Latinos are shaping American culture and contributing significantly to economic growth. Two-thirds of respondents say they feel equally Hispanic and American, while 78 percent report feeling more connected to their heritage than they did a year ago. This cultural confidence aligns with increasing economic power; the purchasing strength of U.S. Latinos has reached $4.1 trillion, outpacing non-Latino growth rates. If considered separately, the GDP generated by U.S. Latinos would rank fifth globally, rising from $2.2 trillion in 2015 to $4 trillion.
Enrique Santos, President and Chief Creative Officer of iHeartLatino and an on-air talent for iHeartRadio, stated: “Bicultural Latinos are not just an audience — they are a cultural vanguard, driving tastes, trends and conversations across every platform while powering one of the fastest‑growing segments of the U.S. economy and redefining what it means to be American.” He added: “For brands, the takeaway is clear: culture is the strategy — language is the tactic. Those who lead with cultural intelligence, not just translation, earn more than attention, they earn long-term loyalty and trust.”
The research indicates that language remains important but does not solely define how Bicultural Latinos engage with content or advertising. Nearly 90 percent consume audio content in English; however, one-third prefer Spanish for music or radio. Advertising preferences reflect this diversity—about a third want ads in their content’s language choice; another third prefer English; others are flexible.
Audio plays a central role in daily life for this demographic. According to Nielsen data cited in the study, broadcast reaches nine out of ten Latinos monthly. Among Bicultural Latino listeners surveyed by iHeartMedia and Collage Group, 92 percent listen to radio in English while 78 percent also listen in Spanish; 65 percent enjoy audio content equally in both languages. Music listening is nearly universal at 98 percent weekly participation; podcast listening stands at 63 percent weekly; engagement with live sports through audio is at 69 percent.
Listening habits often involve family or communal experiences—over six in ten share their listening moments—and there is high demand for human-led content (96 percent). The study also notes strong curiosity among Bicultural Latinos: 73 percent say they are open to trying new brands; they are more likely than other groups to purchase from brands reflecting their identity or showing up during cultural events.
Lainie Fertick, President of iHeartMedia Insights said: “As the report makes clear, there is a significant opportunity for brands to deepen their connection with this audience but only if they move beyond assumed shortcuts and transactional messages.” She continued: “Reaching Bicultural Latinos requires leading with culturally aligned creators and trusted voices to capture attention, build credibility and drive action. For marketers, audio and collaboration with Latino influencers across broadcast radio and podcasts can serve as the key entry point of connection: audio is the space where culture happens, it is intimate, emotional, human and deeply tied to how Bicultural Latinos stay connected to their communities and their identities.”
The methodology involved an online survey conducted by Collage Group for iHeartMedia among adults aged eighteen or older who listen weekly to audio content (including podcasts), reaching a total sample size of two thousand people—of which twelve hundred were Hispanic adults spanning different backgrounds within Latino populations.
