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

1. 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

2. U.S. Latino population and the
Spanish speaking population
continues to grow

3. Source:
Forrester
But
will
there
be
enough
Spanish
Speakers
to
sustain
a
Hispanic
Media
Industry
in
the
years
to
come?

4. 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

5. Source:
US
Census
as
dated
38 Million Spanish speaking Latinos in US
US
has
today
most
Spanish
speakers
outside
Mexico

6. Source:
US
Census
as
dated
Mul;ple
trends
suggest
that
the
number
of
Spanish
speakers
in
US
will
grow
in
the
coming
years

7. 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

8. 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

9. 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. 10
Same
Data
is
being
used
to
tell
two
different
stories,
is
the
glass
half
full
or
half
empty?

11. 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

12. 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…

13. 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

14. 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

15. 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

16. Latino Millenials, many born in the U.S., are
socialized in a family setting placing strong
emphasis on their Latino roots

17. 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

18. 56% of US Latino adults
speak primarily Spanish at
home
15%
Of US Latinos speak only
English

19. 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"

20. Latin Passion Points
are not based on
language, like:Music
Soccer
Food
Family
Immigration
Local Community

21. Spanish Speaking US Population
will keep growing, therefore
opportunities for Spanish Media in
US will do so too

22.
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

23. 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.

24. Thank
you!
Adriana
Peña
EVP
Marke;ng
and
Sales
Development
Entravision
Apena@entravision.com
Adrianajpena4@gmail.com
@AdrianaJPena