ViX: The Powerhouse of Spanish-Language Streaming
ViX, owned by TelevisaUnivision, is the first large-scale streaming service exclusively dedicated to Spanish-speaking audiences. With 80,000 hours of free and premium content, ViX is a celebration of Latin cultures, voices, and storytelling. From blockbuster movies to gripping novelas, must-watch drama series, live news and sports, ViX is the ultimate destination for Spanish-language entertainment.
The Challenge: Breaking Through the Noise
Today’s TV streaming landscape is more crowded than ever. Viewers have access to nearly half a million titles across platforms,¹ spending an exhausting 110 hours per year—almost five full days—searching for something to watch.²
ViX offers a differentiated opportunity, delivering unique and relevant in-culture content to Hispanic audiences for everyone to enjoy.³ To further amplify the platform to consumers, ViX partnered with Roku to drive brand awareness and attract more viewers to its premium Spanish-language content.
The Approach: Roku Marquee Ad Video + Brand Studio Partnership
ViX understands the power of representation. Studies show that 56% of Hispanics are more likely to watch content featuring someone from their identity group.⁴ To tap into this insight, ViX leveraged Roku’s innovative tools to create a breakthrough campaign.
At the heart of the strategy was a first-to-market execution on the Roku home screen. Roku Brand Studio partnered with ViX to develop a custom Marquee Ad Video featuring Spanish-speaking talent, ensuring ViX’s content was impossible to miss. The campaign spotlighted ViX’s Hispanic Heritage Month collection on Roku’s Espacio Latino.
Unlike traditional static banners, this custom video ad featured a charismatic Roku host breaking the fourth wall and speaking directly to audiences, urging them to explore ViX’s incredible content collection. It was a bold, interactive way to capture attention and drive engagement.
To further amplify awareness and conversions, the campaign incorporated a series of impactful actions designed to strategically reach and re-engage viewers. For example, ViX won back former subscribers and supplemented engagement through a mix of in-stream video and Marquee Ads. By diversifying its approach, ViX ensured it could reconnect with previous audiences while also tapping into new, high-potential segments.
“We’re always pushing the limits of what’s possible with advertising, and this campaign with ViX proved to be a game-changer. When you combine high-impact ad formats with authentic representation, engagement and conversions follow.” -Erica Atkins, Client Strategy Lead, Media & Entertainment
The Results: A Winning Strategy for Growth
The campaign was a resounding success, driving significant lifts in awareness, engagement, and conversions among Hispanic audiences.⁵
1. Awareness and Intent Skyrocketed
- 73% increase in awareness of ViX among Hispanic audiences exposed to the campaign.
- 46% increase in intent to watch ViX among those who saw the campaign.
- The number of viewers who described ViX as having the best collection of Spanish-language content doubled after exposure.
2. Connecting with hard-to-reach audiences
- 35% of those reached by the campaign saw only the Marquee Ad Video, meaning it was the sole driver of awareness for this segment.
- 39% of those reached were classified as hard-to-reach, likely due to cutting the cord with traditional TV services.
3. Maximizing conversions through multi-touch exposure
- Viewers who saw both the Marquee Ad Video and another high-impact ad in the same quarter were 36% more likely to sign up for ViX than those who only saw the Marquee Ad Video.
“Capturing the attention of streaming audiences is more competitive than ever but implementing innovative ad formats from Roku drive tangible business results. This campaign helped us grow the Vix audience while celebrating the richness of Spanish-language storytelling at the same time.” - Mariela Sullivan, Senior Vice President of Marketing, User Growth and Retention at ViX.
¹ Gracenote a Nielsen company: 2024 State of Play
² New York Post: Why is it so hard to find something to watch lately?
³ Roku Brand Alignment Study: Vix; April 2024.
⁴ Latino-led Content and Viewers, Nielsen Diverse Intelligence Series, September 2022
⁵ Roku Internal Data, Q4 2024
