Next goal for multicultural marketers: Spanish online video content
January 24th, 2012Take note, if the recent moves by a pair of major Spanish-language content producers are any indication, online video is expected to be big for Hispanic audiences in 2012—and those that serve them.
At the end of 2011, Univision, the leading Spanish language network in the U.S., announced that video streaming website Hulu will start offering Spanish-language content. Meanwhile, Telemundo announced it will launch new Telemundo and mun2 channels on YouTube.
The partnership with Hulu includes the popular telenovelas as well as content from a host of sources from Galavision and Estrella TV to TeleFutura Butaca and Caracol Televisión. Most is available only to Hulu subscribers, but some programs are also available on the free Hulu site. The site also plans to expand its Hulu Latino property.
The new YouTube channels from Telemundo will feature clips and short-form programming, promotional videos, and original bilingual content. And for the first time, weekly novela summaries will be available with English subtitles, designed for the Spanish and bilingual novela fan.
These are significant announcements. Consider that Spanish-dominant Hispanics, although largely online, are less so than bilingual and English-dominant Hispanics. And according to ComScore, Spanish-dominant Hispanics spend about 50 percent more time watching online video content than do English-dominant Hispanics.
Given the relative scarcity of online Spanish video content at present, these numbers are poised to explode, which should be a great interest to both content producers and multicultural marketers.
Darren Megarry
viaLanguage














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