Leading the streaming revolution
Streaming is not just growing, it is being defined by Latino audiences: in June 2025, 55.8% of Hispanic TV time was spent streaming versus 46% for the total U.S., and YouTube alone took 19.1%, more than all broadcast networks combined.
While the industry talks about a shift, Latinos have already made it. They watch more, adopt faster and engage deeper, especially on platforms that reflect their culture and identity. This is not a trend they are following; it is one they started. Notably, streaming has not reversed audience erosion for legacy media, and the guide locates the cause in content relevance and underrepresentation rather than distribution.
The market has also gone hybrid. At U.S. premium streaming services that offer an ad tier, ad plans now hold 48% of subscriptions, took 59% of sign-ups in early 2026 and drove 78% of net subscriber growth over the past nine quarters. Ad-supported streaming is where growth economics live, and Latino audiences respond there: most Hispanic CTV viewers find streaming ads relevant, half pay more attention to them than to traditional TV ads, and they reward ads that portray people accurately.
FAST and AVOD platforms are scaling in line with this behavior. For advertisers looking for return on investment, the guide is blunt: this is your most valuable audience.
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