U.S. HISPANIC Versión en español
DIRECTV: “The Hispanic Audience Continues To Be One Of The Most Dynamic And Fastest-Growing Segments Of Entertainment”
Maribel Ramos-Weiner| 16 de enero de 2026
Adamari López takes part in DIRECTV’s MiEspañol plan campaign
For DIRECTV, the U.S. Hispanic audience continues to be one of the “most dynamic and fastest-growing” segments within the U.S. entertainment landscape.
“DIRECTV plans to continue investing in this space and delivering content that deeply connects with Hispanic viewers nationwide,” Kelly Jo Sands, SVP of Digital Marketing at the company, told PRODU.
Currently, DIRECTV offers the following plans for Hispanic audiences:
–MiEspañol – Streaming of more than 60 Spanish-language channels, including Univision and Telemundo (where available), plus ViX Premium with ads at no additional cost.
–ÓPTIMO MÁS – More than 110 channels (over 60 in Spanish), combining English- and Spanish-language entertainment, available with or without satellite service.
–Add-ons: Sports (five channels) or Spanish (more than 60 channels) can be added to any general market base package.
–Satellite packages: MÁS LATINO (more than 120 channels, 55 in Spanish), MÁS ULTRA (240+, 60 in Spanish), and LO MÁXIMO (350+, 60 in Spanish).
“DIRECTV’s Spanish-language packages include a diverse mix of genres—general entertainment, news, sports, telenovelas, movies, children’s programming, and more—to serve the varied interests of Hispanic audiences across different generations,” Sands explained.
Sands noted that the company works with many leading networks to offer a comprehensive proposition, including TelevisaUnivision, Telemundo, FOX Deportes, ESPN Deportes, among others.
REPRESENTING THE DIVERSITY OF HISPANIC AUDIENCES
Among its most recent offerings for the Hispanic market, DIRECTV launched the genre-based MiEspañol package in February 2025 and, in July of that year, added ViX Premium with ads at no additional cost, providing original content, movies, sports, and more.
The executive said that DIRECTV’s Spanish-language offering “represents the diversity of Hispanic audiences with content from Latin America, South America, Spain, and the U.S., reflecting a wide range of cultures, dialects, and storytelling traditions.”
She added that the company receives constant feedback from customers across all segments, including Hispanic audiences, through surveys, consumption data, and direct feedback. “The insights obtained help guide programming decisions and product enhancements to deliver what best connects with our viewers,” she said.
To remain relevant, the company evaluates how consumption habits are evolving, “particularly among younger, digital-native Hispanic audiences. That’s why we are expanding our streaming options and continuing to innovate so customers can enjoy our content anytime, anywhere, and on any device,” she concluded.
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