The news: YouTube now reaches 76.3% of Mexico’s internet users and has become the default screen in Mexican homes, per DataReportal. But the bigger story is how it’s being watched—mostly through connected TV (CTV).

Mexicans consume more than 35 million hours of CTV content daily, with 55% of that time spent on videos over 21 minutes long, according to YouTube data presented at Brandcast México. YouTube’s reach and watch time in Mexico now rivals linear TV and surpasses rivals like Netflix, Prime Video, and Vix in watch time, per Nielsen.

By the numbers:

• 86% of Mexicans say YouTube is their most-watched service, per Marketing4eCommerce.
• 66% prefer YouTube for sports, and 78% use it for podcasts.
• 59% favor online commentary on YouTube over traditional TV broadcasters.

Mexico’s Gen Z keeps the stream flowing: YouTube’s dominance is driven by a core Gen Z audience. For them, the platform is not only where they watch, but also where they learn, connect, and build communities.

• 91% of Gen Z viewers in Mexico say YouTube helps them explore personal interests—far more than the 67% average across competing platforms.
• 67% say they prefer watching favorite creators over studio productions, drawn by authenticity and values-driven storytelling.

What this means for brands: We forecast Mexico’s CTV ad spending to nearly double from $127.7 million in 2025 to $246 million by 2029. Even as annual growth slows from 25.9% in 2026 to 12.2% by 2029, CTV remains one of the fastest-growing ad channels in the region, powered largely by YouTube’s dominance on living room screens.

YouTube now sits at the center of Mexico’s CTV and cultural ecosystem. There’s an opportunity for marketers to capture attention by seeking out partner creators for sponsorships. 

Brands looking to connect should:

• Prioritize long-form CTV strategies that hold attention on the big screen.
• Collaborate with local creators who understand community dynamics.
• Develop original, Spanish-language content that reflects local culture and values.

As YouTube solidifies its influence among both families and young viewers, brands must build culturally relevant experiences to remain top of mind.