A note on language: “Hispanic” refers to someone who comes from or has a background in a Spanish-speaking country. This article discusses Hispanic consumers who reside in the US.
The trend: Media entities are aiming to woo Hispanic consumers.
TelevisaUnivision is acquiring Pantaya, the Spanish-language streaming platform, to expand its ad-supported video-on-demand (AVOD) ViX platform.
- At last week’s NewFronts, Canela Media, Estrella Media, and newcomer Nuestra.TV vied to show advertisers why they are safe destinations to place major ad buys.
ViX ascendant: Last month, TelevisaUnivision launched ViX, a combination of Univision’s PrendeTV and Televisa’s Blim TV.
- Pantaya had approximately 900,000 subscribers as of April 2021. Adding those users can help TelevisaUnivision with content for its ViX+ service.
- Consolidation of the market for specific demographics should allow TelevisaUnivision to charge more for ads.
Hispanic DEI: At last week’s IAB NewFronts, presentations focused on content for diverse audiences.
- Canela.TV’s upcoming content includes a docuseries on a perilous immigrant trip to the US to a reality dating show in which the "abuela" (grandmother) chooses her grandchild's mate. CEO Isabel Rafferty Zavala said the show illustrates that there is no such thing as a “generic” Hispanic viewer: “The Latin viewer comes in many flavors [including] Afro-Latinos, Hispanic Americans, immigrants, and many more.”
- Estrella Media’s offerings include its hit “Rica Famosa Latina,” though episodes will initially air on digital in Q3. The company’s “MasterChef Latinos” will return for a second season with a new digital-exclusive content series, and the “Tengo Talento, Mucho Talento” franchise will also feature exclusive digital material. René Santaella, chief of Estrella Digital and Streaming, expects streaming viewership to expand 25% this year, reaching 1.3 billion minutes of streaming a month.
Adsmovil, a Hispanic mobile advertising and digital media firm, has launched Nuestra.TV, its first-ever ad-supported streaming video service aimed at “bicultural, bilingual" Hispanic viewers, including English and Spanish content from the US, Latin America, and Spain.
Zoom out: Increasingly, major streaming players understand that catering to Hispanic viewers makes business sense.
- Later this year, NBCUniversal’s Peacock is launching Tplus, a content hub aimed at Spanish-speaking audiences featuring existing and original Telemundo content. The content hub will be available at launch to premium-tier Peacock subscribers at no additional cost.
Behind the numbers: The US has 62 million Hispanic consumers with $2 trillion in purchasing power. On the whole, this group is leaving linear TV for streaming video, and appears to be over-indexing in their interest in ad-supported content.
- Hispanic viewers spend 34% of their viewing time on streaming, per Nielsen, compared with 25% of non-Hispanic whites.
- Hispanic audiences are avid smartphone users and spend more time streaming video than the population at large.
- Nearly four in five (78.8%) of the Hispanic population streams video content, representing the highest rate of digital video viewership among all racial and ethnic groups, per our forecast.