FAST TV Replacing Paid Streaming for Latinx Viewers

DALLAS, TX, UNITED STATES, September 28, 2026 /CourierPR/ -- Free, ad-supported streaming television (FAST) has moved well beyond its role as a supplemental entertainment option for Latinx audiences. According to Horowitz Research’s 2026 State of Viewing Behaviors FOCUS Latinx study, 45% of Latinx FAST users say the growing availability of free streaming services has led them to cancel at least one paid streaming subscription. This trend highlights a significant shift in how Latinx viewers are consuming entertainment, with free streaming services increasingly becoming a primary choice for viewing content.

FAST platforms have seen significant momentum, which creates pressure to deliver an experience that viewers will want to return to. For instance, nearly two-thirds (65%) of Latinx FAST users are annoyed when the same advertisement appears multiple times during a single program. This feedback underscores the importance of smarter ad-frequency management for platforms and advertisers.

Content relevance represents another important dimension of the opportunity. Fifty-nine percent of Latinx FAST users watch Hispanic-themed or Spanish-language programming on FAST services weekly, demonstrating meaningful demand for culturally resonant content. However, comparatively limited use of dedicated Latinx-focused FAST services suggests that platforms may have more work to do to make this programming visible, compelling, and easy to discover.

For FAST platforms, programmers, and advertisers, the message is clear: Sustainable growth will require more than expanding inventory. Smarter ad-frequency management, stronger content discovery, and continued investment in relevant Spanish-language, bilingual, and culturally specific programming can help turn FAST’s cost advantage into lasting audience value.

The study explores viewing behaviors in the complex media landscape among U.S. Hispanic/Latinx consumers. It examines share of viewing by platform, the devices they use, the types of content they consume, and which services they believe deliver the content they want most effectively. It also explores sports followed, viewing frequency and motivations, how fandom drives actions like app downloads, betting, and merchandise purchases, and interest in major upcoming sporting events.

Horowitz Research helps content providers identify programming and advertising opportunities for their customers and potential customers to help drive acquisition and retention. We provide curated consumer research services to optimize your go-to-market strategies, inform programming decisions, and understand your target audiences’ needs, attitudes, and behaviors around media and tech consumption, subscriptions, and plans for the future. We also offer a suite of syndicated studies with the latest data on how the media industry is evolving. For more information, visit our website.

Keri McBride M/A/R/C Research +1 314-322-6702 email us here Visit us on social media: LinkedIn

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