Rascasse Audience Intelligence

Hispanic american culture Audience in United States

A data profile of the people who buy, follow and care about Hispanic american culture in United States — modelled from more than twelve digital signal sources. Hispanic american culture has an estimated audience of 5,423,216 people in United States.

#3586among Topic in United States#392in Politics & Society

The average Hispanic american culture fan in United States is 34.7 years old, more female, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include La Liga, Atlético Madrid, Milwaukee Brewers, with strongest over-indexing on La Liga (9.47× the country average).

Demographically, the Hispanic american culture audience skews more female with an average age of 34.7, and over-indexes on personality traits such as Indulgence, Family Orientation.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

The typical Hispanic american culture fan in United States is more female, around 34.7 years old, with strong Indulgence tendencies and a notable affinity for La Liga.

Category: Politics & Society · Type: Topic

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the Hispanic american culture profile in United States.

Audience size
5.4M
in United States
Gender
55.4%♀
44.6% male
Age
34.7
average years
Country rank
#6218
Topic in United States
Fig. 01

Search interest · 12-month trend

-10%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Hispanic american culture fans

55.4% are female, 44.6% are male, average age 34.7.

Fig. 02

Gender split

55.4%
Female
44.6%
Male
Demographic split for Hispanic american culture audience in United States
MetricValue
Female55.4%
Male44.6%
Average age34.7
Estimated audience size5,423,216
Fig. 03

Age distribution

Ø 34.7
average years
Age distribution of the Hispanic american culture audience in United States
Age bracketShare%
16-1926%
20-2927%
30-3922%
40-4916%
50+10%
Fig. 04

Worldwide distribution

24.2%

of the worldwide Hispanic american culture audience comes from United States.

Worldwide audience distribution share by country for Hispanic american culture
CountryShare
United States24.2%
Mexico21.7%
Colombia12.3%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the United States average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the Hispanic american culture audience in United States is strongest.

Fig. 05

Top regions by affinity

Hispanic american culture fans by region: top regions in United States
#RegionReachAffinity×
01New Mexico~30K1.11×
02Kansas~50K1.10×
03Alaska~10K1.07×
04Arkansas~50K1.05×
05West Virginia~30K1.05×
06Maine~20K1.05×
07Rhode Island~20K1.04×
08Utah~50K1.03×
09Vermont~10K1.03×
10Oklahoma~60K1.02×
11Delaware~20K1.02×
12Iowa~50K1.01×
13Nebraska~30K1.01×
14Hawaii~20K1.01×
15New Hampshire~20K1.01×
16Washington, District of Columbia~20K1.01×
17Montana~20K1.01×
18Kentucky~70K1.00×
19Nevada~50K1.00×
20Mississippi~40K1.00×
21Idaho~30K1.00×
22South Dakota~10K1.00×
23North Dakota~10K1.00×
24Wisconsin~80K0.99×
25Louisiana~70K0.99×
26Missouri~90K0.98×
27South Carolina~80K0.98×
28Minnesota~80K0.98×
29Alabama~70K0.98×
30Oregon~60K0.98×
31Connecticut~50K0.98×
32Arizona~100K0.97×
33Indiana~100K0.97×
34Maryland~90K0.97×
35Colorado~80K0.97×
36Tennessee~100K0.96×
37Massachusetts~100K0.96×
38North Carolina~200K0.95×
39Michigan~100K0.95×
40New Jersey~100K0.95×
41Virginia~100K0.95×
42Washington~100K0.95×
43Ohio~200K0.94×
44Georgia~200K0.94×
45Pennsylvania~200K0.93×
46Illinois~200K0.93×
47Florida~300K0.90×
48New York~300K0.89×
49Texas~400K0.86×
50California~500K0.83×
Fig. 06

Affinity by region

Affinity by region — Hispanic american culture, United States
0.83×1.00×1.11×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Hispanic american culture audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Hispanic american culture audience
#·InterestCategoryAffinity×
01Atlético MadridSports14.15×
02Colorado RockiesSports10.22×
03El PaísNews9.96×
04La LigaSports9.47×
05San Diego PadresSports7.88×
06Pressure cookingHome & Garden6.68×
07Milwaukee BrewersSports5.98×
08ShakiraMusic & Radio5.52×
09High-net-worth individualBusiness & Career5.25×
10Pittsburgh PiratesSports4.92×
11WhataburgerFood & Beverages4.78×
12Detroit TigersSports4.03×
13Sports clubSports4.00×
14Spanish languagePolitics & Society3.64×
15Real Madrid C.F.Sports3.38×
16Las VegasTravel & Leisure3.27×
17FC BarcelonaSports3.24×
18UEFA Champions LeagueSports3.08×
19FIFA World CupSports2.44×
20T-MobileTechnology & Electronics2.19×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Hispanic american culture audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by Hispanic american culture audience · What stands out
TraitClusterDeviationScore
IndulgenceJOY2.00×
Family OrientationCONSERVATISM1.72×
Price SensitivityPREMIUM1.57×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Hispanic american culture audience · Rather not
TraitClusterDeviationScore
Early Adopter MentalityPOWER0.56×
Social Media UsageJOY0.78×
IndividualismJOY0.80×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Hispanic american culture have in United States?

Hispanic american culture has an estimated audience of 5,423,216 people in United States, concentrated in California and Texas.

02

What is the gender split and age of Hispanic american culture fans?

55.4% of Hispanic american culture fans are female, 44.6% are male, with an average age of 34.7 years.

03

Which brands do Hispanic american culture fans like most?

Hispanic american culture fans show strongest brand affinity for La Liga (9.47×), Atlético Madrid (14.15×), and Milwaukee Brewers (5.98×) over the country average.

04

Where do Hispanic american culture fans live in United States?

Hispanic american culture fans in United States are most concentrated in California (reach ~500K), Texas (reach ~400K), and Florida (reach ~300K). These three regions account for the largest share of the active audience.

05

What other brands do Hispanic american culture fans also like?

Beyond Hispanic american culture itself, the audience over-indexes on Atlético Madrid (14.15×), Milwaukee Brewers (5.98×), Whataburger (4.78×), and Colorado Rockies (10.22×) compared to the United States average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Politics & Society audiences in United States

See Hispanic american culture audiences in other countries

How to read this data

Audience size is the estimated number of people in United States who actively search for Hispanic american culture. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.

About this audience profile

This audience profile is generated by Rascasse from anonymized search-behavior signals across United States. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.

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