US now has more Spanish speakers than Spain – only Mexico has more

The Guardian

  • US has 41 million native speakers plus 11 million who are bilingual
  • New Mexico, California, Texas and Arizona have highest concentrations

A woman holds a sign that says in Spanish, “you, me, we are America!” during a rally in support of President Barack Obama’s plan to protect more than 4 million undocumented migrants from deportation in San Diego in February 2015.

A woman holds a sign that says in Spanish, ‘You, me, we are America!’ during a rally about immigration in San Diego in February 2015. Photograph: Gregory Bull/AP

in Barcelona

Monday 29 June 2015 13.12 EDTLast modified on Monday 29 June 201513.21 EDT

The United States is now the world’s second largest Spanish-speaking country after Mexico, according to a new study published by the prestigious Instituto Cervantes.

The report says there are 41 million native Spanish speakers in the US plus a further 11.6 million who are bilingual, mainly the children of Spanish-speaking immigrants. This puts the US ahead of Colombia (48 million) and Spain (46 million) and second only to Mexico (121 million).

Among the sources cited in the report is the US Census Office which estimates that the US will have 138 million Spanish speakers by 2050, making it the biggest Spanish-speaking nation on Earth, with Spanish the mother tongue of almost a third of its citizens.

By state the highest concentration is in the former Spanish colonies of the south and south-west, with New Mexico top at 47%, followed by California and Texas (both 38%) and Arizona (30%). Some 18% of New Yorkers speak Spanish while only 1.3% of West Virginians do. Perhaps surprisingly, more than 6% of Alaskans are Spanish speakers.

The report, El español, una lengua viva – Spanish, a living language – estimates that there are 559 million Spanish speakers worldwide, a figure that includes 470 million native speakers and those with some command of the language. (more…)

Introducing The Nielsen-Culturati Hispanic Segmentation; Offering Marketers A Deeper Cultural Understanding Of The Total U.S. Hispanic Landscape

PR Newswire

Sep 03, 2015, 06:00 ET from Culturati Research & Consulting, Inc.; Nielsen

U.S. Hispanic Sub-groups

SAN DIEGO, Sept. 3, 2015 /PRNewswire/ – Nielsen, a leading global provider of information and insights into what consumers watch and buy, and Culturati Research & Consulting, Inc., a cross-cultural market research agency and thought leader in the U.S. Hispanic market, announced today the launch of the Nielsen-Culturati Hispanic Segmentation. This new collaboration combines the power of Nielsen’s Homescan Panel data with the depth of understanding of Culturati’s attitudes and values-based U.S. Hispanic segmentation model.

With this launch, the breadth of Hispanic consumer measurement is extended beyond just language and demographics to incorporate important factors such as attitudes and values. Culturati’s segmentation model uncovers the motivation behind shopper and consumer behavior. With this model, marketers will be able to maximize their Hispanic marketing investments by developing the right marketing plans, in-store programs and communications strategies. (more…)

The Media, Entertainment And Technology World of Cross-cultural Millennials


  • by , , Op-Ed Contributor, August 6, 2015, 10:30 AM

    Millennials are the most heavily researched and analyzed group in America. Yet, most of this research has failed to understand the roles ethnicity and culture play on this highly diverse generational cohort (43% of millennials are either Hispanic, African-American, Asian or of mixed race). This has been impetus behind the Hispanic Millennial Project initiative.

This fifth and final wave on media, technology and entertainment rounds out 18 months of research on cross-cultural millennials. The key question the research tried to answer is, are there ethnic differences among millennials that affect their media consumption, entertainment preferences and use of technology?

Shifting Millennial TV Viewing Habits

Across all millennial groups, on average, most TV watching takes place via either online streaming or is time-shifted (DVR or DVD).

In fact, Hispanic, Non-Hispanic White and African-American millennials are overwhelmingly binge viewers.

Hispanic Millennials Still Watch Live TV

Surprisingly, 55% of Hispanic millennials are watching at least some Spanish TV. Even among U.S.-born Hispanic millennials, almost half (47%) are consuming Spanish TV. The majority indicates they watch TV in Spanish and English equally. (more…)

Why the Latino boom that built Univision could ultimately hurt i

The Washington Post

By Thad Moore August 3, 2015 

Mario Kreutzberger hosts the Univision variety show “Sabado Gigante.” The show is ending this year after 53 years on the air. (Wilfredo Lee/AP)

For years, Univision has had the Spanish-language TV market wrapped up.

Its flagship channel is the fifth-most watched network in America. It had better prime time ratings than at least one of the big four networks — ABC, CBS Fox and NBC — most nights during its first quarter. Nearly one in three Americans who watched the World Cup final last year were watching Univision — a record 9.2 million people.

Now the company is planning to go public, hoping to capitalize on Wall Street’s interest in America’s growing Hispanic population. It is expected to be one of the year’s biggest initial public offerings.


But Univision’s dominance has slipped as traditional networks jockey for a slice of the Hispanic market, and despite its top spot, it has struggled to turn a profit. And all the while, Spanish-language media faces a fundamental question: Will second-generation Hispanic Americans tune in?

“That is going to be a major challenge for them,” said Justin Neilson, an analyst at SNL Kagan, which follows the entertainment industry. “As viewers become younger and younger, maybe Spanish isn’t their primary language.”

It’s a troubling issue for a company that told prospective investors it expects to draw a “substantial portion” of its growth in the coming years from the nation’s growing Hispanic population. (About 17 percent of the U.S. population is Hispanic, according to the Census Bureau, and the population is expected to be 22 percent by 2030.) (more…)


Nielsen Logo

| 08-04-2015

In the audio world, reach is a popular word these days. In each of the past two years, the national weekly radio audience has reached all-time highs according to Nielsen’s Audio Today report. In the second quarter of 2015, we found that 245 million Americans aged 12 and older are tuning to radio during an average week across more than 250 local markets large and small.

This growth trend is also evident when examining black and Hispanic audiences—the weekly reach of radio among African-Americans and Hispanics has been growing steadily over the past five years. Since 2011, the weekly national black radio audience has grown 5% (from 29.8 million to 31.3 million) while the Hispanic audience has grown 11% (from 36.5 million to 40.4 million). Combined, these groups account for almost a third (29.3%) of the national audience, representing 71.7 million audio consumers.

And because radio reaches more than 90% of both of these audiences, the footprint of where that listening is highest mirrors the larger population trends taking place in the U.S. today. When looking at the markets and states with the highest penetration of listening to urban or Spanish-language formats—the formats most popular with black and Hispanic listeners, respectively—geography and market size play a large role in scoring which parts of the map index above or below the national average for audience share to those formats.

The states with the highest share of black consumers listening to urban radio formats are centered in the East, specifically the mid-Atlantic and the South. There are only two states west of the Mississippi (Arkansas and Louisiana) that index above the national average.

Conversely, the Hispanic map looks a bit different, where western states and states with large urban areas (New York and Chicago) lead the way for listening to Spanish-language radio. (more…)

The billennial generation: how bilingual millennials are changing Spanish-language TV


Spanish-language networks court bilingual millennials

La Banda judges Ricky Martin and Laura Pausini strike a pose on the set with hundreds of screaming fans cheering them on during South Beach auditions. (Univision)

“Jane the Virgin’s” Gina Rodriguez may star in a TV show based on a Venezuelan telenovela — and her character may devour Spanish soaps with her abuela — but when she was growing up in Chicago, the programs she plopped herself in front of the tube to catch were apple pie sitcoms such as “Growing Pains” and “Family Matters.”

“I lived for those shows,” says the 30-year-old actress, who won a Golden Globe for her leading role in the popular CW series. “I didn’t grow up on telenovelas.”


That presents a challenge for Spanish-language networks in the United States. Rodriguez, of Puerto Rican descent, is part of a generation of bilingual millennials who are gravitating away from the torrid love stories and brassy variety shows that have been popular for decades on Spanish-language TV.

Univision calls this generation “billennials.” And they increasingly consume their media in English. (more…)

PEW Research: Hispanic population reaches record 55 million

Hispanic PR Blog

Screen Shot 2015-07-01 at 4.19.59 PM
PEW Research: Hispanic population reaches record 55 million

The U.S. Hispanic population has been a key driver of the country’s population growth since at least 2000. But the group’s growth has slowed in recent years, and that trend continued in 2014, as evidenced by new figures released early today by the U.S. Census Bureau.

The Hispanic population reached a new high of 55.4 million in 2014 (or 17.4% of the total U.S. population), an increase of 1.2 million (2.1%) from the year before. However, that 2.1% rate continues a trend of slower growth that began in 2010.

Hispanic population growth had peaked earlier, in the 1990s. From 1995 to 2000, annual average growth was 4.8%, and growth has declined since then. From 2010 to 2014, the annual average growth had dropped to 2.2%. Part of the reason for this decline in population growth is the slowdown in immigration from Latin America, and in particular, from Mexico. (more…)

The U.S. Is Now the World’s Second-Largest Spanish-Speaking Country

Truthdig: Drilling Beneath the Headlines

Posted on Jun 29, 2015

Paul NarvaezCC BY 2.0

On a global scale, Mexico is now the only country with more Spanish speakers than the United States, according to a new study published by the Instituto Cervantes.

The U.S. has 41 million native speakers, and 11 million people who are bilingual, with the largest concentrations of Spanish speakers living in the states of New Mexico, California, Texas and Arizona.

The Guardian reports:

This puts the US ahead of Colombia (48 million) and Spain (46 million) and second only to Mexico (121 million).

Among the sources cited in the report is the US Census Office which estimates that the US will have 138 million Spanish speakers by 2050, making it the biggest Spanish-speaking nation on Earth, with Spanish the mother tongue of almost a third of its citizens.

By state the highest concentration is in the former Spanish colonies of the south and south-west, with New Mexico top at 47%, followed by California and Texas (both 38%) and Arizona (30%). Some 18% of New Yorkers speak Spanish while only 1.3% of West Virginians do. Perhaps surprisingly, more than 6% of Alaskans are Spanish speakers.

The Index of Human Development ranks Spanish as the second most important language on earth, behind English but ahead of Mandarin. It is also the third most widely used language on the internet, although less than 8% of internet traffic is in Spanish. The report says that Spanish is the second most used language on Twitter in London and New York. It also comes second on Facebook, a long way behind English though well ahead of Portuguese, Facebook’s third language.

Read more here.

—Posted by Roisin Davis

Multiracial in America

Pew Research Center
Social & Demographic Trends

JUNE 11, 2015

Proud, Diverse and Growing in Numbers

Multiracial Americans are at the cutting edge of social and demographic change in the U.S.—young, proud, tolerant and growing at a rate three times as fast as the population as a whole.

As America becomes more racially diverse and social taboos against interracial marriage fade, a new Pew Research Center survey finds that majorities of multiracial adults are proud of their mixed-race background (60%) and feel their racial heritage has made them more open to other cultures (59%).

The Multiracial ExperienceAt the same time, a majority (55%) say they have been subjected to racial slurs or jokes, and about one-in-four (24%) have felt annoyed because people have made assumptions about their racial background. Still, few see their multiracial background as a liability. In fact, only 4% say having a mixed racial background has been a disadvantage in their life. About one-in-five (19%) say it has been an advantage, and 76% say it has made no difference.

While multiracial adults share some things in common, they cannot be easily categorized. Their experiences and attitudes differ significantly depending on the races that make up their background and how the world sees them. For example, multiracial adults with a black background—69% of whom say most people would view them as black or African American—have a set of experiences, attitudes and social interactions that are much more closely aligned with the black community. A different pattern emerges among multiracial Asian adults; biracial white and Asian adults feel more closely connected to whites than to Asians. Among biracial adults who are white and American Indian—the largest group of multiracial adults—ties to their Native American heritage are often faint: Only 22% say they have a lot in common with people in the U.S. who are American Indian, whereas 61% say they have a lot in common with whites.1 (more…)

Saudi Entrepreneur Hani Farsi Opens Door for Arab Women Filmmakers


Hani Farsi Arab Entrepreneur


MAY 29, 2015

International Correspondent@NickVivarelli

While studies show that prospects for women directors are stunted in Hollywood, a program backed by a Saudi entrepreneur will create opportunities in the U.S. for Arab female filmmakers. In fact, according to the news from Cannes last week, Arab women are increasingly stepping out on the global stage in the business of moviemaking.

This story first appeared in the May 26, 2015 issue of Variety. Subscribe today.

On May 19, Saudi philanthropist and film producer Hani Farsi announced a partnership with UCLA to fund a program that will offer three full four-year scholarships to Arab women, through the school of Theater, Film and Television, to earn graduate degrees in directing.

“I think we can bring about social change through this,” Farsi said at Cannes where, as co-owner of French distribution and sales company Le Pacte, he had eight films for sale this year, including Nanni Moretti’s “My Mother.”

Since 2007, Farsi also has been producing and distributing movies with Arab and Muslim themes via his Corniche Pictures. The shingle financed Palestinian director Elia Suleiman’s “The Time That Remains” and Mira Nair’s “The Reluctant Fundamentalist.” (more…)