U.S. HISPANIC
PRODU + Horowitz Thought Leadership: Jacqueline Hernández
14 de mayo de 2025
Jacqueline Hernández, Founder & CEO New Majority Ready
As a part of an exciting new collaboration between Horowitz Research and PRODU (a leading source of content for the TV, marketing and tech industries across Latin America, Spain, and the U.S. Hispanic markets), we are bringing together some of the most influential voices in media to unpack the latest trends shaping our industry.
At Horowitz Research, our mission is to deliver deep insights into how diverse audiences engage with media content and technology. For example, 2 in 3 (67%) Latinx Gen Z viewers watch Spanish-language TV content, and that number is even higher (82%) among older (ages 18-27) Latinx Gen Z, according to our recent study State of Media, Entertainment, and Tech: Focus Generation Next.
To kick off this thought leadership series, we are honored to welcome Jacqueline Hernández, Founder & CEO of New Majority Ready, as our very first contributor.
In the piece that follows, Jacqueline builds on Horowitz’s research to spotlight a rising powerhouse: Gen ZETA.
MEET GEN ZETA: LATINO GEN ZS PUTTING THE ACCENT ON SPANISH-LANGUAGE MEDIA
By Jacqueline Hernández, Founder & CEO New Majority Ready
Everyone wants a piece of Gen Z right now, but what often gets overlooked is that 1 in 4 Gen Zs in the U.S. today is Latino, with roughly 65% falling between the ages of 18 and 27—the prime years of influence and spending power. I call this powerhouse segment Gen ZETA.
For Gen ZETA, Spanish-language content isn’t just entertainment, it’s a cultural flex.
The numbers back it up: 82% of Gen ZETA watch Spanish-language video content (versus 69% of overall Latino audiences), 77% prefer Spanish content on social media, and 85% stream music in Spanish.
The message here is clear. For media companies, the path to success is leaning into Gen ZETA with content that reflects their lives and values.
These true global citizens aren’t looking at TV schedules or restricted by FM signals, they’re watching shows on YouTube, following creators across Latin America on TikTok, and streaming corridos on Spotify, all from the same device. Their media consumption reflects a bicultural fluency that is second nature.
A powerhouse in multicultural marketing, digital media, and youth engagement, Jacqueline Hernández has held executive roles at NBCUniversal, Telemundo and MediaCo, and currently serves on the boards of Victoria’s Secret and MediaCo Holding. She has been named among FORTUNE’s Most Powerful Latinas, The Hollywood Reporter’s Power 100 Women in Entertainment, and Ad Age’s 100 Most Influential Women in Advertising.
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