Spanish-language streaming platform Vix is projected to be the fastest-growing subscription service in the Americas in 2025, according to new forecasts from Ampere Analysis.
The research firm estimates that the Televisa-Univision owned streamer will expand its paying subscriber base by 18 percent this year, reaching 10.5 million customers across the region. That growth is expected to outpace all other major subscription entertainment platforms in the Americas. Ampere credits the rise to Vix’s strategic partnerships with U.S. telecommunications companies, a robust retail distribution network in Mexico, and its distinctive ‘freemium’ business model.
Vix has grown its subscriber base by 70 percent over the past three years. Its anticipated 18 percent growth in 2025 will surpass the projected expansion of Apple TV Plus (14 percent) and Max (9 percent), while other global streaming services are expected to see more modest gains. Pay TV deals are boosting Vix’s exposure to consumers. Charter recently announced a deal to include the ad-lite tier of Vix with certain Spanish-language Spectrum TV packages that offer Univision, and DirecTV has done the same for its “MiEspañol” tier on its streaming service.
The platform is also leading in streaming advertising growth. Its mixed model, offering a fully free tier alongside both ad-supported and ad-free subscription options, has been instrumental in reaching Hispanic and Latino audiences throughout the U.S. and Latin America. Ampere forecasts that in 2025, 60 percent of Vix’s revenue will come from advertising on its free and ad-supported tiers, with another 36 percent generated from its ad-free subscription option. With streaming ad revenue in Latin America expected to double over the next five years, Vix is well positioned to maintain its lead in advertising-driven growth.
“Vix has maximized viewer demand for Spanish-language content. Its unique hybrid business model offers a variety of subscription tiers and a vast catalogue, appealing to all audience types,” Natalie Cruz, an analyst at Ampere, said in a statement. “Its stronghold in the Americas and deep understanding of Spanish-speaking audiences have allowed it to effectively monetize through advertising, which now drives the majority of its revenue. With these advantages, Vix is well-positioned to continue outpacing competitors in both subscriber growth and revenue expansion, particularly through advertising.”
Bundling has played a key role in Vix’s subscriber gains. A recent hard bundle deal with Charter Communications in the U.S. is expected to add 900,000 ad-tier subscribers between 2024 and 2026. In Mexico, Vix has partnered with major retailers OXXO and Mercado Libre, and recently launched a new bundle with Disney Plus.
