Comcast aims to attract Hispanic viewers with Now TV Latino

n complete with product brochures and games. This month, Comcast will activate at Calle Ocho, a Latin music festival in Miami, to promote the product.

Outside of that, Comcast highlights the product in retail locations and through a “very, very minimal” push on social, Cardenas told Marketing Brew. But one of Now TV Latino’s main sources of marketing, he said, is simply word-of-mouth marketing among its customer set.

“This is me speaking personally, just being a Latino, the fact that we’re so community based,” Cardenas told us. “Once we find something that we really feel resonates with us, it’s really the word of mouth.”

Now TV Latino is looking to grow at a time when both Spanish-speaking and multilingual populations in the US have been increasing. Roughly 42 million people in the US speak Spanish at home, second only to English, according to the Census Bureau.

Now TV Latino “speaks to who we are as a community that’s evolving in this country,” Cardenas said.

The offering isn’t the only recent one Comcast has put out as it seeks to court viewers and reduce churn. In January, it debuted a package called “Sports & News TV” that includes channels like ABC, ESPN, and Telemundo and retails for $70/month. And in May, Comcast also partnered with Apple TV+ and Netflix on StreamSaver, which also includes access to its streaming service Peacock.

Now TV Latino itself comes after Comcast unveiled Now TV in May 2023, a broader package that debuted with more than 40 live channels, 20 FAST channels, and access to Peacock Premium.

In October, David Watson, president and CEO of Comcast Cable, touted Now TV Latino during Comcast’s Q3 2024 earnings call.

“Now TV [and] Now [TV] Latino: These are products that we segment, use surgically, and [that] have helped video,” he said. They’re “a nice way to reimagine the platform [and] to be able to deliver good content for the right segment.”