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Univision grapples with shifting Spanish-language market




Univision Communications Inc, June 2006. Univision is has struggled to maintain its large Latino audience amid rapid demographic changes.
Univision Communications Inc, June 2006. Univision is has struggled to maintain its large Latino audience amid rapid demographic changes.
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Here in the U.S., the Spanish-language audience keeps growing. But its a fast-moving target – and not all media is getting it right.

Univision, the nation's top Spanish-language network, has seen a slide in its audience in the past several years. Since 2013, that prime-time audience has dropped 45 percent, according to Nielsen cited in a recent L.A. Times article.

So what's going on? And what are other outlets doing to capture the potential?

"The Hispanic audience demographic has become younger, more English-dominant," said Veronica Villafañe, editor and publisher of Media Moves.