EstrellaTV is quietly rewriting the Spanish-language TV playbook. While giants Univision and Telemundo posted double-digit declines in July, the MediaCo-owned network notched one of its strongest summer runs, posting four consecutive months of year-over-year prime-time growth in Adults 18–49.
In the last week of July, EstrellaTV hit 18.3K viewers in prime, marking its fifth-highest weekly delivery this season and a hefty 24% jump above its season-to-date average. Across the month, the network averaged 13.8K viewers in the coveted 18–49 demo—up 13% over July 2024. For context, Univision’s numbers in the same period cratered by 35%, and Telemundo slid 21%. Unimás managed a World Cup bump (+15%), but its viewership collapsed by 43% once the soccer matches dried up.
Programming Wins Drive Growth
EstrellaTV’s surge is fueled by programming that blends grit, entertainment, and cultural resonance. Alarma TV at 9 p.m. proved a ratings magnet, pulling 30.4K viewers in July (+37% vs. season average), with late-month spikes above 38K. The long-running talent series Tengo Talento, Mucho Talento also finished strong, closing the month with 18.7K viewers, 10% higher than its average. Meanwhile, 100 Latinos Dijeron—Estrella’s family-friendly spin on the classic game show format—climbed 23% in its final July week.
The Bigger Picture
For years, Univision and Telemundo have dominated the U.S. Hispanic TV landscape. EstrellaTV’s steady gains suggest the duopoly isn’t unshakable. The network’s growth is particularly notable because it’s attracting younger Hispanic audiences—a demographic advertisers value highly for both cultural influence and purchasing power.
EstrellaTV is doubling down on live and culturally immersive content to keep that momentum. August kicked off with Objetivo Fama, a reality music competition, and will soon roll into a stacked programming lineup including the much-anticipated Tigres vs. América Liga MX clash on August 16. If the ratings trajectory holds, EstrellaTV could be carving out a sustainable—and increasingly competitive—third lane in Spanish-language broadcasting.
