The online video streaming service’s new show, Narcos, signals a big bet on the growth of its Hispanic viewers.

Netflix recently unveiled its latest high-profile show, Narcos, which tracks the bloody career of Colombian cocaine kingpin Pablo Escobar, and the DEA’s plans to take him down. It makes for great entertainment and a satisfying binge-watching experience. Even though it would be easy to peg Narcos as just another good Netflix original series, this one is different because it seems to cement a broader strategy to target Spanish language speakers both in the U.S. and abroad.

On the domestic front, the Hispanic audience in the U.S. is huge. There are 55 million Hispanics living the U.S. today, according to the Pew Research Center. Even though the population growth of the community is slowing, its buying power is increasing and is estimated to reach $1.5 trillion this year, according to Nielsen. That makes it an important demographic for a consumer-oriented company like Netflix. The Hispanic population is also becoming increasingly proficient in English, which can benefit Netflix’s overall service, which is English dominant.

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