A family watching a series in the living room, someone on their phone following a Liga MX match, and a playlist playing in the background on connected speakers. This is what entertainment consumption looks like in Mexico today. Nearly 67% of Mexicans enjoy content on Connected TV (CTV) devices, with movies, series, and soccer being the favorites, according to Comscore. For brands, this means one thing clearly: the real "TV" people are watching is on streaming, and that is where it pays to advertise.
The good news is that you no longer need to be a massive brand to appear on "TV." Today, there are streaming advertising platforms designed for SMEs, local businesses, and small agencies, with affordable pricing, no intermediaries, and real-time metrics. This article breaks down the best options, how they work, and what you should consider to choose the platform that best suits your business.
Why streaming advertising is exploding in Mexico
The growth of streaming in Mexico is not just a trend; it is a definitive shift in habits. Netflix accounted for 53% of total subscribers in the country as of the end of 2023, although with a slight drop of 4.9 percentage points compared to the previous semester, according to data from The Competitive Intelligence Unit cited by El País. That decline does not mean less streaming, but rather more competition: more platforms, more content, and increasingly fragmented preferences.
Radamés Camargo, analysis coordinator at The CIU, speaks precisely of a "fragmentation of preferences," while on the supply side, he sees a consolidation of large platforms dominating the market as more likely. This creates an interesting scenario for advertising: the audience is spread across many apps but is concentrated among certain strong players. The key for your brand is to use solutions that allow you to reach that multi-platform audience without having to negotiate one by one with each service.
Types of streaming advertising platforms
Before deciding where to invest, it is important to understand that not all streaming platforms are the same. There are platforms where you contract ads directly with the media (for example, the streaming service itself), and there are intermediary platforms that allow you to buy space on several services at once, like a "supermarket" of connected TV inventory.
In simple terms, they can be grouped into three main types: Streaming TV and CTV (Connected TV) platforms, where your ads appear on big screens within apps like Pluto TV or Roku; streaming audio and music platforms, ideal for audio ads or hybrid campaigns; and self-service platforms that connect your ad with multiple streaming services, providing advanced segmentation and real-time metrics. For most SMEs, the latter are usually the best entry point because they simplify the entire process.
Knowing which category you are advertising in helps you adjust your message, format, and performance expectations. Impacting someone relaxing in their living room at 9 p.m. is not the same as reaching someone listening to music while driving to work. The magic of streaming is that you can play with those contexts, but only if the platform you choose gives you enough controls and data.
Masha: the Streaming TV option built for SMEs
For many businesses, the problem is not understanding that Streaming TV works, but how to get started. Major broadcasters, high investment minimums, and long-term contracts scare off any SME. That is where Masha comes in, a self-service platform that allows you to advertise on Streaming TV and CTV throughout Latin America, starting with Mexico, without intermediaries, without long-term contracts, and without mandatory investment minimums.
With Masha, you can launch campaigns on platforms like Pluto TV, Roku, and other Connected TV apps in less than 10 clicks. Registration takes less than five minutes, and the entire process is designed so that anyone who already manages social media or digital campaigns can understand it without any complications. The pricing model is flexible: you pay per view, starting at $0.01 MXN per view, via credit card or bank transfer, with a transparent and easy-to-manage CPM scheme.
Another key advantage is the level of control. You can segment by state, city, interests, and content consumption habits, choose the types of channels or apps where you want to appear, and monitor live metrics from a real-time dashboard. If one creative performs better than another, you can adjust on the fly; if a certain state responds better, you can redirect budget there without waiting for the end of the month or speaking with an account executive.
- Ideal for SMBs, local businesses, and entrepreneurs who have never been on "TV" before.
- It also works very well for agencies that want to offer CTV to their clients without relying on media buying agencies.
- It is a practical way to test how well connected TV converts for your brand before committing large budgets.
Key streaming platforms for advertising (direct or via partners)
In addition to self-service platforms like Masha, it is worth knowing some of the most relevant streaming services in Mexico, as you will surely hear their names when planning your campaigns. It is not always convenient to negotiate directly with each one, but it is useful to understand the role they play in the ecosystem.
In Mexico, subscription video-on-demand (SVOD) services, free ad-supported streaming platforms (AVOD/FAST), and specialized services, such as those focused on sports or Spanish-language content, stand out. Many of them can be reached through CTV platforms like Masha, which save you the task of going one by one and allow you to buy inventory across several at the same time.
ViX and ViX+: the power of Spanish-language content
ViX and its paid version, ViX+, have strengthened their position thanks to three strong pillars: Liga MX match broadcasts, reality shows, and biographical series that resonate very well with the Mexican audience, according to an analysis by El País. This type of content generates highly engaged audiences and moments of high attention, which are ideal for brand-building campaigns.
For businesses looking to speak directly to Spanish-speaking audiences, especially in the context of soccer or light entertainment, appearing on these types of platforms—whether directly or through a CTV solution—can be a winning move. The challenge lies in effectively leveraging those peaks in attention with clear messaging, well-produced creative, and precise segmentation.
Pluto TV, Roku, and free ad-supported channels
Pluto TV and Roku have established themselves as very strong options within the AVOD and connected TV ecosystem. They offer free linear channels, on-demand content, and an experience very similar to traditional television, but with the advantage of being fully connected to the internet. For brands, this means abundant inventory, high-quality screen time (generally on large TVs), and the ability to run more targeted campaigns than on traditional broadcast TV.
By working with a platform like Masha, you can access advertising inventory on Pluto TV, Roku, and other similar services without having to negotiate with each one individually. This way, a single campaign can appear across different channels, genres, and times of day, all within professional and brand-safe content environments.
Music and audio platforms: the other streaming front
Streaming isn't just video. In 2024, Mexico positioned itself as the tenth-largest music market in the world, driven by subscription revenue and streaming plays, according to the Global Music Report cited by El País. This means a huge portion of the population spends hours every day listening to music and podcasts on digital platforms.
Advertising in these environments, using audio or in-stream video ads, helps complement Streaming TV campaigns. While connected TV builds presence on the big screen, audio keeps the brand top-of-mind during moments like working out, driving, or working at the office. Combining them within an integrated strategy can significantly increase the reach and frequency of your messages.
How much does it cost to advertise on streaming and how profitable can it be?
One of the most common beliefs is that "being on TV" remains out of reach for most businesses. However, the numbers paint a different reality. In 2022 alone, streaming apps in Mexico generated $1.2 billion in revenue, and Mexican consumers spent an average of 700 pesos per month on five subscriptions, according to Marketing4eCommerce México. If the audience is already investing so much in content, it makes sense for brands to follow that trend.
On the advertising investment side, spending on streaming platforms in Mexico is estimated to reach $140.2 million in 2025 and rise to $164.7 million by 2029, according to projections by Cocktail Marketing. It is not a channel saturated to the level of other digital media, but it is already large enough that any business looking to grow cannot afford to ignore it. Entering today allows you to take advantage of still-competitive costs and inventory positions with a good cost-benefit ratio.
On self-service platforms like Masha, you can start testing campaigns with manageable budgets and pay as little as $0.01 MXN per view, with no contracts or long-term commitments. This allows you to test messages, creative, and audiences, measure results in real time, and reinvest only where you see performance. For most SMBs, this test-and-adjust approach is much healthier than committing large amounts to a single traditional ad buy.
How to choose the best streaming advertising platform for your business
The "best" platform isn't the most famous one, but the one that fits your goal and your budget. If you are looking for massive reach and branding, it may make sense to combine inventory on large Streaming TV services with music and short-form video campaigns. If the focus is performance or lead generation, then it is better to prioritize platforms that provide detailed metrics, granular segmentation, and the ability to optimize in real time.
An analysis of El Economista notes that platforms that successfully combine content innovation, flexible monetization models, and strong loyalty strategies will be the ones that capture top audience preference. The same applies when choosing where to advertise: look for platforms that innovate in ad formats, offer flexible payment schemes, and provide clear tools to keep your audience engaged (ad sequences, personalized messaging, frequency capping, etc.).
Another important point is ease of use. If you need a huge technical team or weeks of implementation, the channel is likely not the best fit for an SMB. Platforms with simple interfaces, quick registration, campaign creation in just a few clicks, and understandable dashboards make the difference between a campaign that launches and one that stays in Excel.
Quick tips for launching your first Streaming TV campaign
Before entering your card details, clearly define what you want to achieve: build brand awareness in a city? Drive traffic to your e-commerce site? Promote a temporary offer? That answer will determine the video length, the call to action, the targeting, and even the type of content you should appear in. An ad for branding can be a bit longer and focus on storytelling; one for performance should get straight to the point and show the offer and benefits from the very first seconds.
Next, build a targeting strategy that makes sense for your business. Avoid targeting "the whole country" just because you can. If your service is local, limit your ads to your city or state. Take advantage of interests and viewing habits: for example, a sports bar might prioritize sports channels or soccer-related broadcasts, while a music school might prefer cultural or musical content. Platforms like Masha allow you to make these adjustments in real time, review live metrics, and shift budget based on the performance of each segment.
Finally, think of streaming as a medium-term channel for building your brand. The numbers support the fact that investment and consumption will continue to grow in the coming years, both from the user side and the advertising side, according to analyses such as those from Cocktail Marketing. Starting today, even with small budgets, gives you a learning curve that your competitors who stick only to social media won't have. Ready to launch your first TV campaign? A self-service Streaming TV platform can be the simplest shortcut to make that leap without complications.
Ready to launch your first TV campaign? With Masha, making the leap into the world of streaming is easier and more accessible than you imagine. You don't need huge budgets or long-term contracts. Starting at $2,000 MXN with a cost per view as low as $0.01, you can begin building brand presence on the most popular streaming platforms, target your audience by location and interests, and monitor your campaign's impact with real-time metrics. Join the TV advertising revolution for SMBs in Mexico and break the barrier that "TV is only for big brands." Ready to launch your first TV campaign?
