Texas Market Intelligence · 2026
Texas is growing faster than any state in America. The market is wide open.
30.5M residents. 400K+ net new arrivals per year. 54 Fortune 500 headquarters. A suburban growth engine that has outpaced every major state for a decade running. Here’s the Jigsaw view of what makes Texas move.
- 30.5M Total Population +1.8% YoY · 2nd largest state
- $72.1K Median HH Income Outpacing national average
- 35.2 Median Age Younger, faster-growing workforce
- 54 Fortune 500 HQs Most of any state in the U.S.
Who lives here
Young, fast-growing, and economically diverse.
Texas adds 400K+ net new residents annually, a mix of corporate relocations, domestic migration from California and Illinois, and international arrivals. New residents enter brand-agnostic and actively building new provider relationships.
Age Distribution
Share of Texas population by age band · U.S. Census ACS
Race & Ethnicity
- Language
Bilingual at massive scale
35% of Texas households speak a language other than English at home, making bilingual strategy not optional but essential for any healthcare brand reaching the full Texas audience. Spanish 30.5% · Vietnamese 1.2% · Chinese 0.9% · Other 2.4%
- Education
33% with a Bachelor's+
Austin and DFW over-index dramatically for tech, engineering, and healthcare degrees. Corporate migration is driving the educated-professional share upward in every major Texas metro. HS+ 82.6% · Bachelor’s+ 32.8% · Graduate 12.4%
- Households
11.4M households
Texas has the most owner-occupied homes of any state. Suburban family households in DFW and Houston’s growth corridors represent the core healthcare decision-making unit. Owner-occupied 62.3% · Renter 37.7% · Median home $310K
Where to buy
Four metros. One of the largest media footprints in North America.
Dallas-Fort Worth and Houston are both top-10 U.S. television markets. San Antonio and Austin round out a four-DMA buy that reaches nearly 80% of the Texas population.
| City | DMA / Notes | Reach |
|---|---|---|
| Dallas - Fort Worth | DMA Rank #5 · Tarrant Dallas Collin | 7.8M Open |
| Houston | DMA Rank #8 · Harris Fort Bend Montgomery | 7.3M Open |
| San Antonio | DMA Rank #37 · Bexar & Comal | 2.6M Open |
| Austin | DMA Rank #41 · Travis & Williamson | 2.4M Open |
| El Paso (+ Odessa) | Border market & energy corridor | 880K Open |
Buying power
$1.3 trillion in consumer spending. The economy of a mid-size nation.
Texas consumers over-index on healthcare, home improvement, automotive, and energy. No state income tax and a business-friendly environment amplify discretionary spending across every demographic.
- $1.3T Total Consumer Spend
- +5.6% YoY Spend Growth
- 18.2% % of HH earning $150K+
- 400K+ Net new residents/year
Suburban growth corridors
The real Texas opportunity is in the suburbs.
DFW’s northern suburbs (Frisco, McKinney, Allen, Plano) and Houston’s growth corridors (The Woodlands, Sugar Land, Katy) are among the fastest-growing communities in the United States. These are the patients of tomorrow, and the window to reach them is now.
Suburban corridor population growth (2020 → 2025)
Selected Texas suburb growth rates far outpace national averages · U.S. Census
Scale
DFW alone adds 130K residents/year
The Dallas-Fort Worth metroplex is now larger than 25 U.S. states by population. 400+ orthopedic practices compete in the market, but over half have no meaningful digital presence in the fast-growing northern suburbs.
Commercial insurance
Above-average commercial payer mix
Texas corporate relocation has driven the commercial insurance mix in DFW and Houston suburban corridors well above national averages. These patients generate 2.4x the revenue per episode of Medicaid patients, and they choose providers based on marketing.
PE Activity
Most active PE ortho market in the South
Texas led the nation in orthopedic PE transactions in 2024. Newly acquired practices enter the market with immediate rebranding needs and marketing infrastructure gaps, an ideal entry point for a full-service marketing partner.
Why presence matters
New residents pick new providers. They pick who they can find.
Texas healthcare ad spend grew +14.1% last year, driven by national health systems and PE-backed specialty groups entering suburban corridors. Providers who are not visible online are not being considered by the 400K+ new Texans who arrive each year with no existing provider relationships. The Frisco, McKinney, and Allen ZIP codes added 45K residents last year alone. Nearly every one of them will need a primary care provider, a specialist, and a facility in the next 12 months. The practices they choose will be the ones they found first.
- +14.1% YoY healthcare ad spend growth
- 31% More advertisers vs. 2022
- 400K+ New residents/year (no local loyalty)
- ~22% Awareness decay after going dark
Why advertise here now
Three structural tailwinds. One buying window.
If you’re allocating 2026 spend, Texas is where patient volume is growing faster than provider marketing investment, a gap that closes only one way.
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The corporate migration wave.
Apple, Tesla, Oracle, and 50+ Fortune 500 companies have relocated or expanded Texas operations since 2020. Their employees arrive brand-agnostic and ready to establish new healthcare relationships. Employers’ health plan choices make Texas suburbs the highest commercial-payer-density corridors in the South.
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Suburban growth has no end in sight.
Texas issued more new housing permits in 2024 than any other state. Each new home is a new household, and a new healthcare decision-maker who will spend the next 20+ years in that community. First-mover advantage in suburban corridors is worth years of patient loyalty.
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No state income tax amplifies spend.
Texas households keep an average of $4,200 more per year vs. California or Illinois residents at comparable incomes, and they spend it on housing, healthcare, and services. Premium healthcare marketing converts here at above-average rates.
Built for momentum. Rooted in truth.
Let's build the Texas plan that actually works.
Jigsaw is strategy-first, creative always. We don’t do bloated teams or layered handoffs. You’ll get senior talent from day one, a clear plan, and a quarter-by-quarter buy across CTV, audio, OOH, digital, and search.
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