Publishers and advertisers work with treasure troves of data that require working in the weeds. But sometimes, working too deep can give you tunnel vision and cause people to miss the bigger picture.  

This is especially true when working with diverse audience data. Some miss out on multicultural audiences with massive opportunity and spending power. According to the Nielsen-Univision ROI of Inclusivity Study, experts expect Spanish speakers in the U.S. to grow to over 75 million by 2030 and projected Hispanic buying power in the U.S. to reach $1.9 trillion by the end of 2023. 

Still, some brands are seeing the potential in Spanish-language media. “I’ve seen a major shift in how AVOD is serving Hispanic audiences, with brands growing recognition of the incredible potential within this demographic,” shared Isabel Rafferty Zavala, CEO of Canela Media. 

In fact, EDO just released a study  analyzing every national TV ad that ran on Spanish-language TV and the data shows that ads that run on these channels have been 31% more effective than those on English-language TV. Spanish-language streaming’s growth presents a unique opportunity for publishers to engage a vibrant audience and optimize revenue streams, while allowing advertisers to improve targeting and capitalize on innovative ad technologies. However, it’s crucial to represent these communities authentically.

The Surge in Spanish-Language Streaming

With a large and growing Hispanic population in the U.S. and abroad, streaming platforms are ramping up their offerings of Spanish-language content, creating fertile ground for publishers looking to reach Hispanic audiences through targeted advertising and cutting-edge ad operations.

Key Players and Market Growth:

Televisa-Univision’s ViX+ launched in 2022 after a major merger combining Mexican multimedia company (Televisa) and the largest provider of Spanish-language content in the US (Univision). Starting with an ambitious goal, they offer over 10,000 hours of Spanish-language entertainment, ranging from telenovelas to original productions. 

They now offer ad-supported and subscription-based models with TelevisaUnivision’s flagship streaming service, Vix, amassing 50 million monthly active users, up 70% over last year.

They also acquired a free, ad-supported streaming service — Univision’s PrendeTV — to complement their Univision NOw subscription service. 

Latino-owned Canela Media has capitalized on the surge of Hispanic viewers by offering free, ad-supported content across multiple genres. Reportedly the fastest-growing Hispanic media company in the U.S., the CEO Isabel Rafferty Zavala launched the streaming service to celebrate the U.S. Hispanic community by delivering culturally relevant high-quality entertainment.

“My role has been to push for innovation — whether through our content offerings or the technology we use,” said Zavala. And this is not just lip service. Canela Media offers a wealth of first-party data through Canela Audience Solutions, reaching 76M unique devices. The OTT-first data product accurately identifies Hispanic audiences across English and Spanish content.

Other players:

Netflix, Hulu, and HBO Max are all embracing this trend, significantly expanding their Spanish-language libraries to cater to Hispanic viewers and international markets. 

Other players include fuboTV Latino, providing 65 Spanish-language channels, including Zona Fútbol and FOX Deportes. Then there’s Peacock’s Tplus, in partnership with Telemundo, offering telenovelas, news, and sports. Comcast’s NOW TV Latino provides over 25 live Spanish-language channels featuring a mix of movies, shows, sports, and news for diverse viewing preferences. 

Crafting Culturally Resonant Campaigns in a Multilingual Market

The rise of Spanish-language streaming opens new doors for publishers and advertisers. With bilingual and bicultural audiences, they can leverage advanced technologies to create practical and dynamic ad experiences explicitly tailored to Hispanic demographics.

Programmatic Advertising: Programmatic solutions allow for precise audience targeting based on language preferences, cultural nuances, and consumption habits to deliver highly relevant messaging to  maximize engagement.

For instance, Macarta used Amazon’s Spanish Language Targeting Program for geo-targeting Spanish-speaking consumers and delivering tailored messaging to increase traffic and sales. 

Dynamic Ad Insertion:  Spanish-language streaming platforms leverage real-time dynamic ad insertion to seamlessly integrate ads into content. Advertisers can adjust creative messaging based on viewer data, location, or even cultural events. By delivering ads at the perfect moment, this technology enhances viewer experience while boosting ad effectiveness. 

With Akta’s Cloud Video Platform, TelevisaUnivision’s ViX streaming service leverages DAI, replacing broadcast ads with digital ads on their streaming platform, according to Michael Cerda, CPO for Streaming at TelevisaUnivision.

Cross-Platform Campaigns: Advertisers can also explore cross-platform advertising strategies ensuring  consistent messaging by tying campaigns across ViX+, Canela, Pantaya, and mainstream services like Netflix and HBO Max to amplify reach.

Unlocking Revenue Potential Through Targeted, Authentic Engagement

Maximizing revenue in the Spanish-language streaming segment requires deeply understanding Hispanic audiences, who show strong loyalty to platforms offering authentic, culturally relevant content.

To capitalize on this, publishers should focus on audience segmentation by developing detailed viewer profiles based on region, language preferences (Spanish, English, or bilingual), and content consumption habits. 

“Targeted, personalized, culturally relevant ads will only increase in importance as time goes on. Audience data can help advertisers understand where their target audiences are consuming content and learn behavioral insights about them,” according to App Science.

AVOD platforms, such as Canela, offer a clear path to monetizing content through targeted ads, while SVOD caters to audiences willing to pay for premium, ad-free experiences. Hybrid models, like TelevisaUnivision, offer a combination of ad-supported and ad-free tiers and are also gaining traction, providing publishers with diverse revenue streams.

As EDO outlined in their study, Spanish-language TV’s impact is even greater when combined with a highly engaging streaming environment. For instance, auto brands advertising on TelevisaUnivision’s streaming service ViX were 29% more effective than Convergent TV.

According to Zavala, Canela Media owes its AVOD  success “to focusing its monetization strategies by connecting brands with content that reflects the values, diversity, and interests of our community, ensuring that advertising feels both organic and impactful.” 

Additionally, partnering with Hispanic-focused brands presents another lucrative opportunity. For instance, TelevisaUnivision’s partnered with United Airlines’ Kinective Media to integrate ViX streaming content into in-flight entertainment. The collaboration merged data assets, enhancing Kinective’s platform for targeted advertising, allowing TelevisaUnivision to drive ViX subscriptions and deliver ads to Spanish-speaking travelers.

Tapping Into Cultural Relevance for Lasting Impact

As the surge in Spanish-language streaming continues, publishers and advertisers have a unique opportunity to deepen their connection with a dynamic and growing audience. By embracing cultural relevance, leveraging innovative technologies, and fostering authentic partnerships, they can unlock new revenue streams while serving the diverse needs of Hispanic viewers. Success lies in understanding the nuances of diverse demographics, respecting cultural values, and delivering personalized experiences.

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