Condista maintains an optimistic outlook on the state of the Hispanic market and the pay-TV industry. For Kevin Cross, Head of US Distribution, and Jen McBride Castro, Marketing and Distribution, the sector is beginning to show signs of recovery, with some operators registering growth in 2025 after several years of declines.

“The transition to streaming continues to be an important lever. Platforms that have invested in the Hispanic market with more diverse content are already seeing results, and programmers have achieved revenue increases thanks to more flexible, multiplatform models,” Cross and McBride stated.

CHALLENGES IN 2025 AND OPPORTUNITIES FOR 2026

When asked about this year’s challenges and those expected in 2026, they noted that one of the clearest challenges—which also represents a great opportunity—is “getting more operators to develop truly appealing offerings for the Hispanic audience. Despite the growth of connected devices and streaming, many CTV operators still do not strategically address this segment. In many cases, Spanish-language offerings are minimal extensions of general agreements and are relegated to the end of the guides.”

They believe that 2026 will be key to consolidating the Hispanic market in CTV and seeing clearer expansion within the main platforms.

CONTENT REMAINS KEY

They emphasize that strengthening relationships with distribution partners is essential to remain relevant in the pay-TV market.

“At Condista, we believe in moving forward together, identifying new opportunities, and building the future of the industry as a team. We also drive diversification and presence across all platforms and formats—not just with catalog content, but with proven, relevant, high-quality content that works for each audience and platform. Content remains the key. Good content, well-distributed, generates results and is profitable,” they stressed.

PROJECTS FOR 2026

Cross and McBride mentioned that Condista is developing new partnerships with content owners and platforms, seeking more efficient collaboration models.

Additionally, the company is incorporating new AI-powered tools both operationally and commercially. “On the content side, localization (dubbing and subtitling) allows us to adapt and bring our products to new audiences. On the commercial side, a new Condista extension—KPAI—uses AI to optimize programmatic campaigns and maximize KPI results,” they explained.

They also noted that YouTube and other social platforms will become even more relevant as part of the distribution ecosystem, especially now that they are increasingly integrated into the big-screen experience. “Having a clear strategy on these platforms will be decisive for the future growth of the industry,” they concluded.