U.S. HISPANIC Versión en español

LatiNation: “Gen Z and Millennials Are the Focus of Our Creative and Business Strategy”

Maribel Ramos-Weiner | 1 de abril de 2026

The presentation was led by Andrés Palencia, Co-Founder and CEO; Bruno Ulloa, co-founder, COO and President

LatiNation Media unveiled its slate of new content and marketing vision under the slogan Culture at Full Volume during its participation at the IAB NewFronts 2026.

The presentation was led by Andrés Palencia, Co-Founder and CEO; Bruno Ulloa, Co-Founder, COO and President; and Gisella Fu-Ripp, SVP of Sales at LatiNation Media.

The executives highlighted opportunities for advertisers across LatiNation’s streaming, social media, and digital platforms, anchored by the LATV broadcast channel, emphasizing how Gen Z and Millennial Latinos are at the center of both the creative and business strategy.

“This audience responds to brands that understand their culture. It’s the lens through which they make decisions — including how they spend. And LatiNation is their home,” said Palencia.

Palencia noted that 2026 marks the company’s 25th anniversary, with programming focused on authentic voices, real stories, and creators shaping the future.

Executives cited findings from an internal market report showing that 83% of Gen Z and Millennial Latinos primarily consume content in English, reflecting a U.S. Latino audience with purchasing power nearing US$4 trillion and growing faster than the country’s overall economy.

“While many media budgets are still looking elsewhere, this audience is shaping culture and spending billions in plain sight. They’re not waiting to be discovered — they’re waiting to be understood. That’s where LatiNation brings value,” Ulloa added.

Fu-Ripp highlighted the company’s expanding reach, including 34 million digital users, presence in 63 million U.S. households, and a social footprint of 50 million. She noted that 99% of LatiNation’s audience does not watch traditional Spanish-language channels, reflecting its focus on English-dominant Latino consumers.

Gisella Fu-Ripp, SVP of Sales at LatiNation Media

In addition to its content offering, the company announced a second Cultura Decoded white paper in partnership with ThinkNow, expanding its research into evolving Latino consumer behavior. The new study will focus on Gen Z Latinos, money, and financial decision-making.

25 YEARS OF HISTORY

Asked about key milestones over LATV’s 25-year trajectory, Palencia said: “At the beginning was the founding of LATV (Latino Alternative TV) as a local channel in Los Angeles. More than anything, that defines what we still do today — representing the true Latino experience here in the U.S. In 2007, we launched nationally as a cable channel. In 2012, Gisella Fu-Ripp began representing LatiNation. In 2019, Bruno Ulloa — Walter Ulloa’s son — and I took leadership of the company. And two years ago, we launched LatiNation Media as the parent company of LATV on television and LatiNation across social media, digital, streaming, and the app. These are the benchmarks we’ve reached as a company,” he said.

Fu-Ripp added that in 2009 they also began launching LGBTQ-focused content for Latino audiences.

“It was a major milestone for us because this year we won a GLAAD Award, among several nominations. It’s been a great achievement because we were among the first — if not the first — to do this,” she noted.

Palencia also highlighted the talk show The Q Agenda, hosted by Enrique Sapene alongside co-hosts Liana Carrera, Víctor Ramos, and Juliana Joel, describing it as a “historic” LGBTQ series with more than 100 episodes and 10 seasons.

“Each time we renew it, the team finds new ways to tell these stories in a more engaging and up-to-date way about the LGBTQ community. It represents an important part of our programming,” he added.

“We are strong, stable, and celebrating 25 years — but also celebrating our focus on Gen Z: bilingual, bicultural audiences seeking authentic stories where they see themselves represented. We remain committed to that mission, which brands are also looking for — creative that truly speaks to this audience, which isn’t always easy to reach. We’re proud to continue delivering that vision.

Another exciting development this year is expanding our offerings with Digital Out of Home and Live Shopping, which we plan to roll out toward the end of the year. As we grow our 360 platform, we’re also exploring new ways to connect with this audience that lives in digital,” Fu-Ripp added.

LATINATION MICRODRAMA STUDIOS

Another highlight from LatiNation at the IAB NewFronts was the launch of LatiNation Microdrama Studios. “The microdrama project is important. Globally, it has been very successful and aligns with what could resonate with Latinos in the U.S. What we’re proposing is to create microdrama series for U.S. Latino audiences, but in English. It’s a new venture, although much of what we already do at LatiNation is creating content that lives across all the platforms our audience uses,” Palencia explained.

He noted that while they haven’t yet defined specific themes or a content slate, they are building the infrastructure to deliver the volume of content audiences will demand.

“What we can say is that we’re looking to create short-form content with stories that, in one or two minutes, make you want to keep watching,” he added.

Fu-Ripp said advertisers are already showing strong interest in the format. “I oversee sales, and when we’ve discussed this, clients want to know much more and are interested in how they can integrate. There’s a lot of excitement because, as storytelling experts, they see it as a perfect formula to integrate into our short-form content like microdramas,” she said.

2026–2027 PROGRAMMING

LatiNation’s programming is built on the idea that Latino culture is not on the margins of U.S. culture — it drives it. At NewFronts, the company presented new originals, live events, and innovative formats under the Culture at Full Volume concept.

New Originals And Formats

Jenicka’s Journeys — Travel and self-discovery docuseries starring Jenicka Rivera

Batalla Nation — Freestyle highlights series celebrating urban culture

Batalla Nation World Final — Live special from the global final in Santiago, Chile

The Best of Jenny Lorenzo — Comedy about a multigenerational Cuban-American family in Miami

LatiNation Microdrama Studios — Short-form narrative content for social media

EnChufe.TV — Sketch-based comedy programming

King of Hammers: Desert Series — Extreme off-road racing in California

Peligrosa HQ — Female-led talk show with bold Latina voices

Returning Series and Formats

Desmadre Live — Weekly entertainment and news show

Liga MX — Soccer matches in English featuring Tigres UANL and Juárez FC