FAST growth cuts into paid streaming subscriptions among Latinx viewers

Free, ad-supported streaming television is increasingly replacing paid streaming subscriptions among Latinx viewers, with 45% of Latinx FAST users reporting that the availability of free streaming services led them to cancel at least one paid subscription.

The finding came from Horowitz Research‘s “2026 State of Viewing Behaviors Focus Latinx” study, which surveyed 623 Latinx TV content viewers age 18 and older. The research also identified advertising frequency and access to culturally relevant programming as factors affecting the FAST viewing experience.

Among Latinx FAST users, 65% said they were annoyed when the same advertisement appeared multiple times during a single program.

The study also found that 59% of Latinx FAST users watched Hispanic-themed or Spanish-language programming on FAST services weekly. Horowitz said comparatively limited use of dedicated Latinx-focused FAST services suggested challenges around the visibility and discovery of that programming.

“FAST has clearly established its value for Latinx viewers, but free access alone will not guarantee long-term engagement,” Adriana Waterston, executive vice president and insights and strategy lead at Horowitz Research, said. “The next stage of growth will depend on delivering an advertising experience that respects the viewer while providing a consistent pipeline of culturally relevant programming that reflects the diversity of today’s Latinx audience.”

The study examined viewing behavior among U.S. Hispanic and Latinx consumers, including platform usage, viewing devices, content consumption and perceptions of streaming services. It also covered sports viewing and fandom, including app downloads, betting and merchandise purchases.