On February 19, 2026, iHeartMedia, the leading audio company in America and the foremost podcast publisher globally, released a compelling consumer study titled “*New American Consumer: Bicultural Latinos*.” Conducted in partnership with Collage Group, the study sheds light on the bicultural Latino demographic, which now comprises nearly 40 percent of all U.S. Latinos, revealing their significant cultural and economic influence in America.

1. Bicultural Latinos: Bridging Two Worlds

The study highlights that Bicultural Latinos do not simply navigate between American and Hispanic cultures; rather, they create a new cultural identity marked by curiosity, connection, and confidence. Impressively, two-thirds of Bicultural Latinos identify as equally Hispanic and American, and a remarkable 78 percent feel more connected to their heritage than they did just a year prior. This increase in cultural pride aligns with a noteworthy economic trend, as the U.S. Latino purchasing power has surged to $4.1 trillion, growing more than twice as fast as that of non-Latinos. If considered as an isolated entity, the GDP of U.S. Latinos would rank fifth globally, having nearly doubled from $2.2 trillion in 2015.

Enrique Santos, President and Chief Creative Officer of iHeartLatino, emphasized the importance of understanding this demographic by stating, “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.”

2. Key Findings: Insights into Bicultural Latinos

Language and Connection

The study reveals that language does not solely dictate how Bicultural Latinos engage with content. While nearly 90 percent consume audio content in English, one in three still prefers Spanish for music or radio. This demonstrates that language serves more as a cultural connector than a definitive communication tool. Advertising preferences reflect this nuance, with a third wanting ads in the same language as their content, another third preferring English, and the remaining segment exhibiting flexibility.

The Role of Audio

Audio content plays a pivotal role in the lives of Bicultural Latinos. According to Nielsen, broadcast reaches 90 percent of Latinos monthly. The study reveals that Bicultural Latino radio listening is notably diverse: 92 percent listen in English, 78 percent in Spanish, and 65 percent enjoy a mix of both languages. Additionally, 98 percent engage with music weekly, while 63 percent tune into podcasts weekly and 69 percent listen to live sports. For this demographic, audio is more than entertainment; it is a cultural ritual and a communal experience, with over 60 percent sharing their listening experiences with family and friends.

Curiosity Drives Loyalty

The study identifies curiosity as a defining characteristic of Bicultural Latinos. A significant 73 percent express openness to trying new brands, with 60 percent more likely to purchase from brands that reflect their identity. Notably, 61 percent are willing to pay more for brands that resonate with them, and 69 percent appreciate brands that engage during cultural moments. Furthermore, Bicultural Latinos are 22 percent more likely than the general population to make purchases after hearing a brand’s advertisement on the radio.

3. Strategies for Brands

Lainie Fertick, President of iHeartMedia Insights, stresses that there is a considerable opportunity for brands to connect with this audience effectively. She advises marketers to go beyond superficial messaging and instead embrace culturally aligned creators and trusted voices. Audio, as a medium, offers an intimate and emotional space where Bicultural Latinos can connect with their communities and identities.

4. Methodology

The insights presented in the study were derived from a comprehensive online survey conducted by Collage Group, which included 2,000 respondents aged 18 and older who are weekly audio listeners. This included 1,200 Hispanic adults from diverse generational, gender, educational, and income backgrounds, ensuring a well-rounded understanding of the Bicultural Latino consumer group.

5. Conclusion

As the landscape of American culture continues to evolve, the findings from iHeartMedia's study underscore the necessity for brands to understand and engage authentically with Bicultural Latinos. By leading with cultural intelligence and fostering genuine connections, brands can not only capture attention but also cultivate lasting loyalty within this influential demographic. With their remarkable economic power and cultural impact, Bicultural Latinos are undoubtedly shaping the future of American growth.

Original press release