Rascasse Audience Intelligence

Spanish language Audience in United States

A data profile of the people who buy, follow and care about Spanish language in United States — modelled from more than twelve digital signal sources. Spanish language has an estimated audience of 30,015,718 people in United States.

#1among Language in United States#638among Topic in United States#48in Politics & Society

The average Spanish language fan in United States is 38.3 years old, balanced, and lives primarily in Texas.

The audience is concentrated in Texas, California, Florida.

Top brand affinities include Telemundo, Univision, Hispanic culture, with strongest over-indexing on Telemundo (5.06× the country average).

Demographically, the Spanish language audience skews balanced with an average age of 38.3, and over-indexes on personality traits such as Spirituality, Social Media Usage.

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

The typical Spanish language fan in United States is balanced, around 38.3 years old, with strong Spirituality tendencies and a notable affinity for Telemundo.

Category: Politics & Society · Type: Topic · Subtype: Language

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 Spanish language profile in United States.

Audience size
30M
in United States
Gender
53.4%♀
46.6% male
Age
38.3
average years
Country rank
#924
Topic in United States
Fig. 01

Search interest · 12-month trend

+83%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Spanish language fans

53.4% are female, 46.6% are male, average age 38.3.

Fig. 02

Gender split

53.4%
Female
46.6%
Male
Demographic split for Spanish language audience in United States
MetricValue
Female53.4%
Male46.6%
Average age38.3
Estimated audience size30,015,718
Fig. 03

Age distribution

Ø 38.3
average years
Age distribution of the Spanish language audience in United States
Age bracketShare%
16-1920%
20-2921%
30-3921%
40-4921%
50+17%
Fig. 04

Worldwide distribution

21.8%

of the worldwide Spanish language audience comes from United States.

Worldwide audience distribution share by country for Spanish language
CountryShare
United States21.8%
Spain10.2%
Mexico7.6%
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 Spanish language audience in United States is strongest.

Fig. 05

Top regions by affinity

Spanish language fans by region: top regions in United States
#RegionReachAffinity×
01Texas~4.5M1.78×
02California~4.5M1.30×
03South Carolina~500K1.20×
04Illinois~1M1.18×
05New Jersey~900K1.16×
06New Mexico~200K1.16×
07Kansas~300K1.15×
08Georgia~1M1.14×
09Virginia~800K1.12×
10Oklahoma~400K1.11×
11North Carolina~1M1.09×
12Pennsylvania~1M1.08×
13Oregon~400K1.08×
14Arizona~600K1.06×
15Nevada~300K1.06×
16Alaska~70K1.06×
17Maryland~500K1.05×
18Washington~600K1.04×
19Mississippi~300K1.04×
20Alabama~400K1.03×
21North Dakota~60K1.02×
22New York~1.5M1.01×
23Connecticut~300K1.01×
24Hawaii~100K1.01×
25Kentucky~400K1.00×
26Nebraska~200K1.00×
27South Dakota~70K1.00×
28Arkansas~200K0.99×
29Minnesota~400K0.98×
30Louisiana~400K0.98×
31Delaware~80K0.98×
32Indiana~500K0.97×
33Colorado~500K0.97×
34Iowa~200K0.96×
35Montana~80K0.95×
36Utah~300K0.94×
37Vermont~50K0.94×
38Rhode Island~90K0.93×
39Wisconsin~400K0.92×
40Idaho~100K0.92×
41Missouri~400K0.91×
42Washington, District of Columbia~80K0.91×
43Florida~2M0.90×
44Massachusetts~500K0.90×
45West Virginia~100K0.90×
46New Hampshire~100K0.89×
47Maine~100K0.89×
48Tennessee~500K0.88×
49Ohio~800K0.87×
50Michigan~700K0.87×
Fig. 06

Affinity by region

Affinity by region — Spanish language, United States
0.87×1.00×1.78×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Spanish language audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Spanish language audience
#·InterestCategoryAffinity×
01Noticiero UnivisionMovies & TV5.82×
02UnivisionMovies & TV5.56×
03TelemundoMovies & TV5.06×
04Spanish EmpirePolitics & Society4.03×
05BrazilTravel & Leisure3.79×
06Mexico CityTravel & Leisure3.74×
07Hispanic culturePolitics & Society3.68×
08ColombiaTravel & Leisure3.68×
09Latin popMusic & Radio3.52×
10GuatemalaTravel & Leisure3.51×
11Buenos AiresTravel & Leisure3.30×
12Latin AmericaTravel & Leisure3.28×
13SpainTravel & Leisure3.09×
14Real Madrid C.F.Sports2.29×
15AutoZoneCars & Mobility1.98×
16Sam's ClubShopping1.75×
17Wells FargoBusiness & Career1.71×
18North AmericaTravel & Leisure1.61×
19VideoMovies & TV1.59×
20Android (operating system)Technology & Electronics1.57×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Spanish language 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 Spanish language audience · What stands out
TraitClusterDeviationScore
SpiritualityBALANCE1.35×
Social Media UsageJOY1.14×
TravellingTHRILL1.10×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Spanish language audience · Rather not
TraitClusterDeviationScore
Early Adopter MentalityPOWER0.65×
Design AffinityPREMIUM0.71×
Career OrientationPOWER0.72×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Spanish language have in United States?

Spanish language has an estimated audience of 30,015,718 people in United States, concentrated in Texas and California.

02

What is the gender split and age of Spanish language fans?

53.4% of Spanish language fans are female, 46.6% are male, with an average age of 38.3 years.

03

Which brands do Spanish language fans like most?

Spanish language fans show strongest brand affinity for Telemundo (5.06×), Univision (5.56×), and Hispanic culture (3.68×) over the country average.

04

Where do Spanish language fans live in United States?

Spanish language fans in United States are most concentrated in Texas (reach ~4.5M), California (reach ~4.5M), and Florida (reach ~2M). These three regions account for the largest share of the active audience.

05

What other brands do Spanish language fans also like?

Beyond Spanish language itself, the audience over-indexes on Univision (5.56×), Hispanic culture (3.68×), Latin America (3.28×), and Latin pop (3.52×) compared to the United States average.

Appendix

Explore more audiences

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

More Language audiences in United States

See Spanish language audiences in other countries

How to read this data

Audience size is the estimated number of people in United States who actively search for Spanish language. 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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