Spanish-language streaming on ad-supported services is one of the latest battlefields to heat up in the ongoing streaming wars. Peacock Latino (which launched last July with 3,000 hours of content), ViacomCBS’ Pluto TV Latino, and Fox’s Tubi will soon compete with Spanish-language network Univision, which intends to launch ad-supported PrendeTV this quarter. To help power its free service, Univision acquired Vix at the start of February, which adds 20,000 hours of Spanish-language film and TV programming to PrendeTV, bringing the platform’s 100% Spanish-language programming to over 30,000 hours.

Univision management said that the Vix purchase “immediately positions PrendeTV to lead in free, premium Spanish-language video streaming for US Hispanics and gives our advertising partners a new way to reach audiences at scale through a platform specifically designed for Hispanic consumers.”

In addition to Spanish-language series, PrendeTV will offer a variety of other content entirely in Spanish, including Hollywood films, sports, documentaries, comedies, novellas, lifestyle shows, children’s shows, and more. Moreover, PrendeTV will host Televisa’s exclusive programming, which won’t be available on any other streaming platform.

With over 41 million people in America speaking Spanish at home, Spanish is easily the second-most popular language in the US, and networks that cater to this audience have an opportunity to help major brands reach a growing Hispanic community. Interpret’s New Media Measure® shows that ad-free subscription content among Spanish speakers in the US is already quite popular with 68% regularly watching; ad-supported services such as what Univision is about to offer with PrendeTV are less popular, suggesting that there’s room for growth if the right platform stimulates the market. Univision is hoping PrendeTV can be that platform.