U.S. HISPANIC
PRODU + Horowitz Thought Leadership: Víctor J. Montilla
26 de junio de 2025
Víctor J. Montilla
As a part of an exciting new collaboration between Horowitz Research and PRODU (a leading source of content for the TV, marketing, and tech industries across Latin America, Spain, and the U.S. Hispanic markets), we are bringing together some of the most influential voices in media to unpack the latest trends shaping our industry.
At Horowitz Research, our mission is to deliver deep insights into how diverse audiences engage with media content and technology. One key finding: 80% of Latinx consumers use free streaming services, over-indexing compared to 70% of the total market, according to our recent study FOCUS Latinx Volume 1: Subscriptions 2025.
In this edition of our thought leadership series, we are honored to welcome Víctor J. Montilla, Executive Vice President and Chief Operating Officer of NAICOM Corp., to offer his expert perspective.
Why Free Streaming is Winning Over Latinx Audiences
By Víctor J. Montilla
In my opinion, the high preference for free video services among Latinx consumers is driven by several key factors. Economically, many in this community may find subscription fees challenging, so free platforms offer an affordable way to access a wide range of content. From a time perspective, these services provide quick and easy access without the need for lengthy sign-ups or commitments, making them more convenient for busy lifestyles. Additionally, content variety plays a significant role, as free services often feature diverse programming that resonates with Latinx audiences’ cultural interests. These reasons collectively explain why 80% of Latinx consumers, compared to 70% of the overall market, prefer free streaming options.
Regarding the strategy of major free content providers like PlutoTV, YouTube, Tubi, and the Roku Channel, their focus is on offering accessible, appealing content that attracts a broad audience, including Latinx viewers. YouTube tends to lead because it combines user-generated content with professional programming, giving it a vast and diverse library that appeals to various tastes and cultural backgrounds. Its familiarity, ease of use, and extensive content choices make it the go-to platform for many Latinx users seeking free entertainment. Additionally, FAST (Free Ad-Supported Streaming TV) channels like Tubi, Pluto TV, and The Roku Channel are gaining traction as strong alternatives, providing curated linear content that mimics traditional TV. They are not only appealing to consumers for their free access but are also creating new revenue streams through advertising. These platforms are strategically positioning themselves as comprehensive, cost-effective entertainment options that appeal to Latinx audiences seeking variety and convenience, further solidifying their growth and influence in the free streaming landscape.
About Víctor J. Montilla
Víctor J. Montilla is a seasoned media executive and current Executive Vice President and Chief Operating Officer of NAICOM Corp., a tech company transforming how audiences stream linear TV through its innovative IPTV platform. With a career spanning over 38 years, Montilla has held senior leadership roles across major media organizations, including Olympusat Inc., Telecinco Inc., and Casiano Communications. He also served as President of the Puerto Rico Public Broadcasting Corporation, where he led its digital transformation and became the first in Puerto Rico to broadcast in HD. A recipient of the Governor’s Emmy Award and other industry honors, Montilla is widely recognized for his impact on multicultural media strategy and distribution across traditional, digital, and FAST platforms.
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