The document discusses trends in the Spanish-speaking Latino population in the United States. It notes that the number of Latinos in the US who speak Spanish is growing and expected to reach 40-45 million by 2020. While some Latinos are becoming English dominant by the third generation, Spanish language retention remains strong, especially among younger generations who see their Latino identity and Spanish language as closely linked. The growing Latino population and emphasis on bilingualism and Latino culture suggests the prominence of Spanish and relevance of Spanish-language media will continue increasing in the United States.