The news: Spanish-language media company TelevisaUnivision reported a rocky Q3, with notable downturns in net income, ad revenues, and overall revenues.

• Net income hit $90.5 million, down from $180.9 million in Q3 2024. The drastic difference was due to a sale of broadcast towers last year, the company said.
• Ad revenues declined 6% YoY to $755 million, which TelevisaUnivision attributed to shrinking linear viewership.
• Overall revenues were down 3%, reaching $1.27 billion compared with over $1.3 billion in Q3 2024.
• The company did note some growth areas: Subscription and licensing revenues increased 3% to $493 million, while DTC profitability helped increase adjusted operating income before depreciation and amortization (OIBDA) 9%.

Behind the numbers: TelevisaUnivision is likely struggling due to several factors beyond not having a tower sale to boost income.

• While the company did cite momentum for streaming segment ViX in its earnings release, Hispanic consumers tend to prefer leading streaming platforms—despite ViX being the largest Spanish-language streaming service worldwide.
• Hispanic audiences over index on streaming (55% stream TV content compared with 46% of the general US population), but these viewers frequent platforms like YouTube (19.1% of Hispanic audiences), Netflix (13%), and Disney+ (5.4%), per Nielsen. ViX has yet to reach enough popularity with Hispanic audiences to drive advertiser interest.
• Current economic uncertainty is causing advertisers across the board to consider budget cuts, and CTV is at more risk of ad spending stagnating due to tariffs than other channels. While household names with low churn like Netflix are more guarded from economic fears, ViX is not a well-known name by the general public—meaning advertisers who are pulling back spending are much less likely to view it as a safe investment.

And while it might not have had an impact in Q3, TelevisaUnivision could struggle in upcoming quarters after failing to make a deal with YouTube TV, which has cut off its access to around 9.4 million subscribers, per Moffet Nathanson.

What it means for marketers: TelevisaUnivsion and ViX still offer a compelling value proposition for brands seeking smaller, but influential Spanish-language audiences. Its cultural relevance within Hispanic media, while perhaps not reaching the largest volume of consumers, could make it an appealing option for brands seeking to build authenticity with a concentrated audience segment.