A groundbreaking partnership combines platform data with content expertise to unlock premium advertising value in the $10+ billion Hispanic market
December 11, 2025 — In the rapidly evolving landscape of streaming television, where advertising revenue is the lifeblood of free content, two industry giants have just rewritten the playbook. Roku, America's number-one connected TV platform with 90 million households, and TelevisaUnivision, the world's largest Spanish-language media company, have unveiled a partnership that fundamentally shifts how advertisers reach Hispanic audiences in the United States.
The answer to maximizing advertising revenue in FAST (Free Ad-Supported Streaming TV) isn't about selling more channels—it's about packaging cultural audiences as premium advertising products. This partnership transforms scattered viewers across multiple platforms into a unified "US Hispanic audiences across CTV" segment, creating what may become the new standard for audience-based advertising in the streaming era.