U.S. HISPANIC Versión en español
Ampere Analysis: “Recognizing The Need For Free Access And A Hybrid Revenue Strategy Are Key To Vix’s Success”
Maribel Ramos-Weiner| 18 de julio de 2025
Documentaries are a leading genre for ViX (announced ViX productions by primary genre, between Q2 2022 and Q1 2025)
Ampere Analysis, in its webinar “Tackling the LatAm Streaming Market: Lessons from ViX’s Rapid Growth”, presented by Deborah Polanco and Natalie Cruz, cited among the keys to the platform’s success “its recognition of the demand for free access among Latin American audiences and the adoption of a hybrid sales funnel strategy that has enabled monetization of users despite their inability or unwillingness to pay.”
Ampere Analysis noted that this strategy “has allowed ViX to capture a broad share of the addressable market while maintaining a well-balanced mix of revenue sources across the region.”
Another takeaway was that ViX’s strategy of developing region-specific bundles has been a key driver of its rapid subscriber growth. “In the U.S., telco hard bundles (hard bundles refer to packages in which a digital service—like a streaming platform—is included as part of a telecommunications plan, either mobile or broadband, for a set period), which are not that common in that market, have effectively attracted the Latino demographic. In Mexico, ViX’s various partnerships have created multiple consumer touchpoints, offering users flexibility in how they access the platform. Looking ahead, the rest of the region presents strong potential for continued growth and additional partnership opportunities.”
Another key advantage for ViX is its access to TelevisaUnivision’s vast library of classic content, which continues to attract viewers. “ViX’s parent company is strong in two core genres that resonate with the Latin American demographic: crime/thriller and romance. Although there is still significant title overlap between ViX’s free tier and its paid tiers, ViX still attracts paid subscribers with its extensive coverage of live regional sports and a high volume of comedy and children’s content,” Ampere Analysis concluded in the webinar.
The final conclusion was that ViX has become a prominent player in Latin America and a niche player in the U.S.—both profitable with distinct revenue streams. “We’ve focused this presentation on Latin America, but it’s important to highlight that the Latin American diaspora in the U.S. plays a crucial role in ViX’s success. U.S. Latinos still maintain strong ties to their cultural roots and enjoy Spanish-language content,” they concluded.
