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Will there be enough Spanish Speakers in US to sustain a Hispanic Media Industry in the years to come?. Multiple trends suggest that Spanish Speaking population will keep growing, therefore opportunities for Spanish media in US will do so, but relevant Media for Latinos goes beyond language
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Will there be a space in the future for Hispanic Media? LATINcon Na;onal Associa;on of Hispanic Journalist,
Adriana Peña, YouTube Studios Los Angeles March 28th 2014
U.S. Latino population and the Spanish speaking population continues to grow
Source: Forrester
But will there be enough Spanish Speakers to sustain a Hispanic Media Industry in the years to come?
There are +10 Million Spanish speakers in US and since 2000
35.3
41.9
50.5 51.9 53.0
28.1
32.2
37.0 37.6 38.3
2000 2005 2010 2011 2012
La;nos Spanish speaking La;nos
Up 4% in the past two years
Source: US Census as dated
36% + Spanish speaking Latino population, since 2000
Source: US Census as dated
38 Million Spanish speaking Latinos in US
US has today most Spanish speakers outside Mexico
Source: US Census as dated
Mul;ple trends suggest that the number of Spanish speakers in US will grow in the coming years
830, 000 addi;onal La;nos in US each year.
0.3 0.4 0.7
0.9 0.9
1.3 1.4
1.8 1.5 1.4 1.5
1.6 1.6 1.7 1.8 1.9
2.0 2.1
'60-‐'65
'65-‐'70
'70-‐'75
'75-‐'80
'80-‐'85
'85-‐'90
'90-‐'95
'95-‐'00
'00-‐'05
'05-‐'10
'10-‐'15
'15-‐'20
'20-‐'25
'25-‐'30
'30-‐'35
'35-‐'40
'40-‐'45
'45-‐'50
Actual and projected immigra;on: 1960-‐1965 through 2045-‐2050 (average annual immigrants in millions)
Despite current decrease of immigra;on the expected annual rate is 1% growth in the foreseeable future
Source: Forrester
By 2020 there will be 40- 45 Million, Spanish speakers in
the U.S.
Drivers of the growth in the number of Spanish Speakers: 1. Current Spanish Speakers Life Spam 2. New Spanish Speakers coming in the
country 3. New kids being born having Spanish
as their main language at home 4. Kids form inter-racial homes learning
Spanish as their second language
Are La;nos in US going to stop speaking Spanish beyond 2020?
Would Assimilation of the young and death of old create an English Only Speaking Latino Population?
10
Same Data is being used to tell two different stories, is the glass half full or half empty?
72% of La;nos are Spanish Dominant or Bilingual, 62% are English Dominant
or Bilingual
Source: Pew Research Center, “U.S. Popula;on Projec;ons: 2005-‐2050” Feb 2008
0 20 40 60 80 100 120
Third Gen +
Second Genera;on
Firts Genera;on
All Hispanics
Spanish Dominant
Bilingual
English Dominant
Source: Pew Research Center, 2011 American Community Survey
36% of the current us Latino Population are foreign born which means approximately 19 Million of Foreign born Latinos in US won’t stop being Spanish Dominant Their median age is 27, so could expect them to live many years more…
More and more Latinos in the U.S. rely mostly on Spanish and are classified as “linguistically isolated”
There are 23.2 US Latinos that do not speak English and do not have anyone at home who is English Fluent
2000 2010 2011 2012
Spanish speaking popula;on 28.1M 37.0M 37.6M 38.3M
Percent linguis>cally isolated 59.0% 61.6% 61.2% 60.6%
Number of linguis>cally isolated La>nos 16.6M 22.8M 23.0M 23.2M
Source: US Census as dated. Linguis;c isola;on is provided at the household level. The percent of linguis;cally isolated households is applied to the popula;on here
There’s lihle change in the age composi;on of La;nos speaking Spanish – which means that “assimila>on” is not preven>ng younger La>nos to speak Spanish at home
Spanish Speaking US Population Age composition is not getting significantly older
age 5-‐17 age 18-‐64 age 65+
2000 2005 2010 2011 2012
The majority of La>nos listen to music, watch TV and think in Spanish at least as oMen as they do in English
45% of US Latinos think mostly in Spanish and 16% think equally in both languages
Listening to music watching TV Thinking
use only English
use English more
use both equally
use Spanish mostly
use only Spanish 68% 53%
61%
Source: Pew Hispanic Center na;onal survey of La;nos, November 2011, ny;mes.com, “To Expand Reach, Retailers Take Aim at Hispanic Shoppers,” December 5, 2013
Latino Millenials, many born in the U.S., are socialized in a family setting placing strong
emphasis on their Latino roots
77% of U.S. La;no Millenials are Bilingual
Among young La>nos
Encouraged to speak Spanish by parents 60% Encouraged to speak English by parents 22%
Source: Pew Research Hispanic Trends Project, “Between Two Worlds: How Young La;nos Come of Age in America,” December 2009
56% of US Latino adults speak primarily Spanish at home
15% Of US Latinos speak only English
Source: US Census as dated
47% of Third Generation, of Latinos speak very well Spanish
82
91
82
47
78
91
71
41
0 20 40 60 80 100
All Hispanics
First
Second
Third +
read Spanish "Very Well"/"Prehy Well"
Speak Spanish "Very Well"/"prehy well"
Latin Passion Points are not based on
language, like: Music Soccer Food Family Immigration Local Community
Spanish Speaking US Population will keep growing, therefore opportunities for Spanish Media in US will do so too
La>nos are the most digital engaged consumer demographic in US*
But, relevant Media for Latinos goes beyond language, it is about passion points, story telling, characters and media touching points
Source: Todd Rowe, Managing Director Global Channel Sales, Google
Content producers and brands targeting Latinos need to consider this multidimensional approach
Latinos are trendsetters and traditionalist at the same time, they are bicultural and live in multigenerational communities.
Thank you!
Adriana Peña EVP Marke;ng and Sales Development Entravision [email protected] [email protected] @AdrianaJPena
