V and Grupo Multimedios partner to expand Mexico's CTV ad market
Smart TV platform developer V has partnered with Mexican media company Grupo Multimedios to manage and monetize advertising inventory across the VIDAA platform in Mexico. Under the agreement, Multimedios will represent VIDAA's display, video, and FAST channel advertising assets to local advertisers and agencies.
Key Takeaways
- Grupo Multimedios will manage all VIDAA advertising inventory in Mexico, including video, display, and a growing TV Channels FAST offering.
- Omdia research indicates VIDAA recorded the highest unit growth among global Smart TV platforms between 2023 and 2025.
- The deal integrates VIDAA’s hardware scale with Multimedios' existing media portfolio, which reaches millions through Milenio Television and Channel 6.
- The partnership targets a shift in Mexican viewing habits, focusing on addressable advertising on the television screen.
Why It Matters
This partnership establishes a scalable alternative to dominant OS players by marrying VIDAA’s hardware presence with a legacy broadcaster’s established sales force. For the Mexican market, it represents a formalization of the CTV ad supply chain at a time when local advertisers are increasingly shifting budgets toward digital video. By outsourcing inventory management to a regional leader, V circumvents the friction of building a localized sales operation while securing immediate access to premier domestic brands. Watch for whether this model of 'local sales proxy' becomes VIDAA's standard playbook for competing with Roku and Samsung in high-growth emerging markets.
Additional Context
The partnership arrives as Mexico's streaming market enters a period of accelerated commercialization. Per Comscore and Roku data from November 2024, Mexico’s connected TV (CTV) audience reached 51 million viewers, representing 65% of the country’s internet users. This shift has notably increased the viability of ad-supported models; Nielsen IBOPE’s 'The Gauge' reported in August 2025 that streaming accounted for 24.6% of total TV viewing time in Mexico, a sharp increase from 19.7% only one year prior. This trajectory is fueled by the rapid adoption of FAST services and hybrid ad-supported tiers from international platforms. Globally, V has been aggressively expanding its footprint through similar localized ecosystem plays. Per Next TV (June 2024), VIDAA’s global market share grew to 7.8% in 2024, positioning it as the second largest smart TV operating system trailing only Samsung’s Tizen. To capitalize on this hardware scale, V has signed various regional commercial agreements, such as its May 2026 expansion with Rakuten TV Enterprise to manage native display and in-stream inventory across key European territories including Germany and France. Market-specific headwinds remain, particularly regarding payment infrastructure and fragmentation. Per Mordor Intelligence (January 2026), hybrid ad-supported formats in Mexico are projected to grow at a 24.79% CAGR through 2031, outperforming traditional subscription growth due to lower credit card penetration. However, the ecosystem faces challenges with ad fraud and invalid traffic (IVT); Pixalate reported in early 2025 that Mexico’s programmatic CTV IVT rate stood at 22%, significantly higher than the global average of 18%. For partners like Multimedios, the primary task will be proving the transparency and addressability of VIDAA's local inventory against these broader environmental risks.
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