YouTube To Charge 18% Hispanic Tax, TelevisaUnivision Launches “Do the Right Thing Google” Campaign to Challenge Discriminatory Practices

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Three generation Hispanic family sitting on the sofa watching TV, grandmother using remote control

September 25, 2025 HispanicAd.com

TelevisaUnivision, the world’s leading Spanish-language media company, today announced the launch of its nationwide advertising campaign, “Do the Right Thing Google.” The campaign calls attention to Google’s YouTube TV and its plan to discriminate against Hispanic viewers by removing Univision from its main programming bundle on September 30. YouTube TV will force millions of Hispanic viewers to pay an 18% premium – a “Hispanic tax” – to maintain access to trusted Spanish-language news, sports, and entertainment.

An Open Letter from Daniel Alegre, CEO of TelevisaUnivision

The campaign will run in USA Today and major metropolitan newspapers including Dallas, Houston, Los Angeles, San Francisco, Miami, San Antonio, Austin, Richmond, Arizona, Las Vegas, Orlando, and Newark, as well as The Hill in Washington, D.C.

“Google’s planned removal of Univision from YouTube TV on September 30 is an unacceptable threat to millions of Hispanic households who rely on our programming for trusted news, vital information, and cultural connection,” said Daniel Alegre, CEO of TelevisaUnivision. “Stripping access to Univision at such a critical time shows a blatant disregard for the communities we serve. We call on Google to respect its Hispanic subscribers and keep Univision within its core programming bundle.”

The threat to drop Univision also comes at a critical time for Hispanics, a major voting segment that will be decisive in redistricting battles in Texas and California, gubernatorial races in New Jersey and Virginia, and next year’s midterm elections in battleground states like Florida and Georgia where control of Congress is at stake. Univision is a trusted voice for Hispanic Americans, especially in times of emergencies, elections and for other critical news and events. Google’s decision to relegate Univision and its audience to second class status will have consequences at the expense of the Hispanic community. This campaign is to raise awareness among Hispanics, elected officials and the general public to ensure this does not happen.