Nupur Dayal Comcast’s new Now TV Latino bundle taps into the growing U.S. Hispanic market, offering over 25 Spanish-language channels for just $10/month.
Comcast is making a strategic push to win over U.S. Hispanic viewers with the launch of Now TV Latino, a new streaming package designed for multilingual, bicultural households. The package, which includes over 25 Spanish-language streaming channels such as Sony Cine and Estrella News, is available for $10 per month for Comcast’s Xfinity internet customers. Notably, it also bundles in Peacock Premium, ensuring a mix of both Spanish and English-language content.
This launch comes amid a significant demographic shift in the U.S. as the number of bilingual and Spanish-speaking households continues to rise. Comcast’s effort to cater to this audience marks a sharp focus on diversity, aiming to reduce churn on platforms like Peacock while also boosting demand for its internet services.
Fernando Cardenas, Comcast’s senior director of community engagement and culture, emphasized the importance of Now TV Latino in addressing the unique needs of multigenerational, multilingual households. “The Hispanic audience is really heavy on streaming,” Cardenas explained, pointing out that the package offers a balanced mix of both English-language content via Peacock and top-tier Spanish-language programming, reflecting the bicultural nature of many Hispanic families.
As streaming services continue to gain traction across diverse demographics, Comcast’s tailored offering highlights a growing trend in the industry to customize bundles for specific cultural and linguistic groups, blending traditional and modern content in ways that foster customer loyalty and engagement.
With streaming consumption on the rise, Now TV Latino could serve as a model for other platforms aiming to tap into the expanding Hispanic market in the U.S.
