ViX, the streaming platform owned by TelevisaUnivision, is on track to become the fastest-growing major streamer across the Americas in 2025, according to a series of recent industry analyses. Digital TV Research forecasts that ViX will add more than 14 million monthly active users (MAUs) throughout the year, far outpacing rivals such as Netflix, Prime Video, and Disney+ in terms of absolute user growth. This expansion would elevate ViX’s total user base in the region to more than 47 million MAUs by the end of 2025.
The growth projection highlights the momentum behind regional, language-specific streaming platforms that are building competitive scale by focusing on underserved demographics. ViX’s strategic emphasis on Spanish-language content across both AVOD and SVOD tiers positions it uniquely in a region where over 400 million people speak Spanish. Its hybrid model, combining free ad-supported content with premium paid offerings, is proving effective in capturing both mass-market and premium audiences.
Simon Murray, Principal Analyst at Digital TV Research, underscored the strength of ViX’s proposition, noting that “ViX has cracked the code for mass-market Spanish-speaking audiences in the Americas. Its mix of ad-supported and subscription models, combined with locally resonant content, is driving engagement and growth at a scale unmatched by competitors this year.”
Supporting this view, an analysis by Ampere Analysis further confirmed ViX’s position as a top growth contender. Ampere highlighted the platform’s strategic focus on regional content, particularly news, telenovelas, and live sports, as key differentiators. According to Ampere, the rapid rise of ViX reflects growing demand in the Americas for culturally relevant, non-English-language content—especially in Latin American markets where broadband penetration continues to rise and audiences are shifting away from linear TV.
Ampere’s data also shows that ViX is particularly strong in Mexico and the U.S. Hispanic market, where it benefits from TelevisaUnivision’s legacy footprint in traditional broadcasting and content production. In the U.S., ViX is already the largest Spanish-language streaming platform, reaching a user base that surpasses the combined Hispanic audiences of many rival streamers.
Other global platforms are also growing across the region, but none are projected to match ViX in absolute user gains. Digital TV Research estimates Netflix will grow by around 11 million MAUs in 2025, while Prime Video and Disney+ are expected to add fewer than 10 million each. However, these players face stiffer headwinds as saturation increases in major urban markets and churn rates rise amid economic pressures and mounting competition.
ViX’s success is emblematic of a broader trend: the rise of regional streaming platforms that integrate local culture, language, and distribution models tailored to specific markets. Since its launch in 2022, ViX has been aggressive in investing in original content, acquiring rights to major live sports events, and building a dual-revenue model that gives it scale and flexibility. This combination is enabling it to grow even as larger, global streamers face margin pressure and plateauing growth in more mature markets.
With more than 47 million MAUs forecasted by year-end, ViX is not just growing faster than its global rivals—it is also redefining what success looks like in a fragmented and increasingly localized global streaming ecosystem.
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