Category Archives: Uncategorized

How and Why Netflix Dominates ‘Latinx’ Millennial Viewing

Of all the sources for television content available today, Netflix commands the greatest share of streamed TV viewing among Latin millennials, defined as Hispanic adults between the ages of 22 and 37.

That’s according to the latest FOCUS Latino: The Media Landscape 2019 report published by Horowitz Research.

“Latinx” millennials spend 34% of their streamed TV time with the service— 3 in every 10 hours, on average— while Amazon Prime Video and Hulu each enjoy about 10% share of viewing.

The remaining 46% of streamed TV viewing is spent using services including YouTube, network sites and apps, TV provider sites and apps, and others.

In contrast, Netflix’s share of streamed TV viewing among non-Hispanic millennials is 28%.

In fact, four in ten Hispanic millennial viewers who have a TV (38%) say that, even when sitting down to watch TV in front of a TV set, Netflix is their first, go-to source, compared to 29% among Hispanic TV viewers overall and just 20% of total viewers.

Netflix Connects with Latinx Identity Through Content Offerings

Netflix’s ability to leverage a wide and deep variety of well-branded, familiar content from major studios, mainstream broadcast and cable networks, and Spanish-language networks like Telemundo —combined with its own selection of critically acclaimed original content — resonates particularly well with Latinx millennials, Horowitz notes.

“This audience has a wide variety of content interests and is linguistically and culturally fluid. They seek quality content that reflects the diversity of their milieu and their lives.”

For example, about half (52%) of Hispanic millennials say they find it very relatable when TV shows and movies feature characters who are bilingual and/or who are bicultural, and 58% wish there were more TV shows and movies that feature bilingual and/or bicultural characters.

At the same time, some 73% of respondents agree that Netflix is doing a good job offering content that appeals to people like them, higher than any other network or streaming service tested, suggesting that Netflix is filling an important void in the content landscape for this audience.

Moreover, 75% of Hispanic millennials watch TV in Spanish at least occasionally.

This, Horowitz says, underscores that resonating with Latinx millennials is both an English and Spanish-language opportunity for networks and advertisers striving to reach the audience.

Netflix seems to have gotten the message: 8 in 10 Latinx millennials who watch in-language content turn to Netflix at least occasionally for its Spanish-language content offerings.

Meanwhile, about 4 in 10 Latinx millennial streamers feel that the “amount of content available today is overwhelming” and are finding it “harder and harder to find new shows to watch,” suggesting there is continued demand for managed entertainment services that offer the aggregated content discovery and browsing experience that cable and satellite providers offer, but in the streamed environment. And, there remains a yearning for the days of “must-see TV.”  Four in 10 Latinx millennial streamers say they are finding it “more difficult now to talk about TV shows with other people” since people are watching on-demand, and some 53% of Latinx millennial streamers have at least one show they try to watch as close to airing as possible to be able to participate in the “buzz” about the show.

Most critically for Netflix, the value of the service is substantially bolstered by the vast library of syndicated, network content the service offers. In the Horowitz study, 45% of Latinx millennial Netflix users- and over half (52%) of non-Hispanic millennial users- concurred that if major networks NBC, Fox, AMC, etc., pulled their content from Netflix, they would consider cancelling their subscription.

As more media companies — like Disney Media Networks — launch their own streaming experiences and withhold their content from Netflix, it remains to be seen whether Netflix can continue to differentiate through its original content to retain Latinx and other millennial audiences, Horowitz notes.

“Netflix has transformed the media landscape for Latinx millennial audiences by providing access to the innovative, culturally resonant, and differentiated content they crave — in English, in Spanish, and even bilingual — that many other mainstream media companies have been slow to lean into,” says Adriana Waterston, SVP of Insights and Strategy for Horowitz Research. “Latinx and other multicultural millennial audiences are undoubtedly the most valuable audiences for media companies today, and they have grown to love what Netflix has been providing them. It will be interesting to see what happens when other major media companies decide to commit to super-serving this audience.”

For many traditional players, this would require taking risks with their programming — like incorporating more bilingual dialogue or focusing on diverse heroes and storylines — that they have typically shied away from,” she says.


The FOCUS Latino Media Landscape 2019 study provides viewers’ self-reported share of viewing for many of the popular services, including YouTube, HBO, virtual MVPDs, and others.

Loris To Lead Telemundo Election 2020 Efforts After Three Decades At Rival

Noticias Telemundo today announced it has named veteran news executive Patsy Loris as Senior Vice President, Elections 2020 and Special Projects, effective July 29.

Loris will be based in Miami and will report to Luis Fernandez, Executive Vice President of Network News at Telemundo.

Loris joins Noticias Telemundo after three decades at Univision Communications. Most recently, she was Executive Vice President of News and Executive News Director where she had direct oversight of the network’s morning show, daily entertainment and news magazine shows, and all network news programs including its digital, evening, late night, weekend and political affairs properties.

After starting her career at the Telemundo Miami affiliate, WSCV-Channel 51, Loris joined Univision Communications Inc. at the local affiliate in Miami WLTV-Channel 23. She then moved to the network where she built her career from the bottom up from weekend Producer, to Senior Producer, to Executive producer, and most recently to management positions in the news department.

Under Loris’ leadership, Univision News has earned multiple journalism awards and she has been recognized with an Edward R. Murrow Award, four national Emmys, and one regional Emmy.

Wynette Gallegos Ortiz A Houston Sales ‘Estrella’

LBI Media, a Spanish-language broadcasting company set to emerge from Chapter 11 bankruptcy protection, has appointed Wynette Gallegos Ortiz as director of sales for the Houston market.

In this role, she will be responsible for staff recruitment, training, and development, as well as sales performance and revenue growth for LBI Media’s cluster of television and radio stations. Ortiz is also at the helm of establishing new sales opportunities with potential partners, and championing a positive brand image. Her extended responsibilities include overseeing the daily operations of all departments in the Houston office and assisting out-of-market account executives to increase revenue in Houston.

She reports directly to COO Winter Horton.

Ortiz has been with LBI Media since 2001, starting as an account executive and quickly moving up the ranks and into management as local sales manager and eventually as general sales manager.

Ortiz began her career in 1993 at KQQK-FM “Tejano 106.5 FM” in Houston. In 2000, she made her transition to English-language radio, joining then-Clear Channel owned KTJM in Houston.

Soon after, in 2001, LBI Media acquired the station and converted it to its current Regional Mexican format.

After demonstrating a successful sales and leadership track record in radio and television, production, and promotional activations, Ortiz moved to local sales management in 2005 for LBI Media. She was promoted to GSM for KTJM, KQQK, KNTE and KEYH in 2010.

In August 2015, she welcomed the opportunity to add EstrellaTV to her duties, which she has been managing since for the network’s Houston market.

Sarabia Secured As ‘Telemundo 60’ Leader

Robert Sarabia has been named President and General Manager of Telemundo 60 / KVDA in San Antonio.

In his new role, Sarabia will be responsible for leading all station operations including news/digital, sales, marketing/promotions, human resources, community affairs, and technology/operations.

Sarabia is transferring from the VP/Sales role at Telemundo Houston / KTMD. He had been at KTMD since 2013. He reports to Manuel Martinez, President of the Telemundo Station Group.

“Robert is smart, innovative and a great leader. I’m excited that he’ll be leading our San Antonio station and look forward to seeing the new milestones he and our team will accomplish together,” said Martinez.

Sarabia is an Alamo City native.

“I am honored and excited to return home to San Antonio, where my career in broadcasting began almost 20 years ago,” added Sarabia “As San Antonio experiences many changes, Hispanics’ prominence as the largest demographic group in the market remains unchanged. I look forward to working with my colleagues at Telemundo 60 to continue serving South Texas’ Hispanic communities with the news, information and programming they deserve, and creating even more opportunities with KVDA’s advertisers and clients. I am thankful to my colleagues at Telemundo Houston for a memorable and successful six years.”

Before joining KTMD and NBCUniversal, Sarabia was Vice President and General Manager for Azteca America’s affiliate TV stations KYAZ Houston, KVDF San Antonio, and KADF Austin from 2011 to 2013.

He also held numerous roles with increasing responsibility, including General Sales Manager, at Univision stations KWEX and KNIC from 2002 to 2011.

Sarabia began his career in broadcasting at KSAT-12 the ABC affiliate in Houston in 2000.

Hispanic eSports Digital-Only Channel Launched By Telemundo

Telemundo Deportes has launched the first-ever Spanish-language esports channel in the U.S.

Offering fans more than 2,000 streaming hours of content a year featuring exclusive streamers, short-form content and competitions, the channel isn’t available on an MVPD or digital multicast.

Rather, the “channel” is a digital offering, accessible via livestream on Twitch and YouTube.

The EA Sports FIFA19 Global Series is the first competition to stream on the Telemundo Deportes esports channel, presenting exclusive coverage of the entire tournament, including the upcoming events from the Global Series and the Grand Final. 

Live coverage of the EA Sports FIFA19 Global Series begins with the Global Series’ EA FUT Champions Cup, April 5-7.

The FIFA Global Series will continue through the end of June followed by the exclusive stream of the Grand Final taking place in the summer.

“The launch of Telemundo Deportes esports channel strengthens our leadership position in the esports space and gives us an opportunity to further connect with the Hispanic, multicultural gaming audience,” said Eli Velazquez, executive vice president of sports content, NBCUniversal Telemundo Enterprises. “As the U.S. Spanish-language home of FIFA, we are thrilled to bring back the EA Sports FIFA19 Global Series and enhance our presentation of the event with the launch of the new Telemundo Deportes esports channel.”  

Telemundo Deportes’ esports channel is hosted by streamers Sofia Ornelas of Mexico and Juan “El Patan” Sotullo from Argentina. The two streamers present daily content and short-form video, including at least eight hours of livestreaming as they play some of the most popular video games.

Ornelas’ stream features her playing Overwatch and Fortnite while “El Patan” plays Rocket League and also the EA Sports FIFA 2019 as he competes in the FIFA Global Series.

Telemundo Deportes has streamed esports in the past including the NBC Sports Group and FACEIT’s Universal Open Rocket League tournament.

A First From Lotus/L.A.: Women’s World Cup Coverage

For the first time in broadcast history, the FIFA Women’s World Cup will be broadcast live on U.S. Radio.

You’ll just have to understand Spanish to follow what’s happening in France.

In a collaborative effort between Lotus Communications’ KWKW-AM “ESPN Deportes Radio” in and right holders Fútbol de Primera, the FIFA Women’s World Cup will air on the Spanish-language Sports Talk station this summer.

The FIFA Women’s World Cup takes place in France between June 7 and July 7, and the U.S. Women’s team enters the tournament as the number one ranked team in the world, according to FIFA’s most recent world rankings — and as the defending champion.

KWKW President Jim Kalmenson first shared details of the pact with Hispanic Market Overview in early February. An official announcement was made February 26.

“It is extra special that Spanish Radio is leading the way with this landmark recognition  of women’s sports and the US Women’s National team,” Kalmenson said. “I thank Andrés Cantor and Alex Gutman of FDP for their commitment to this effort and their forward thinking.  We are pleased to see strong growing interest from both fans and sponsors.”

KWKW holds the rights to the Los Angeles Lakers, Los Angeles Rams and the LA Galaxy and is the first full-time Spanish-language radio station to be based in Los Angeles. KWKW has been under the continuous ownership of Lotus Communications since 1962.

FDP’s programming is carried in more than 100 affiliates, and will broadcast its fifth FIFA World Cup in 2022. This summer, FDP will also air CONCACAF’s Gold Cup; it continues to be the exclusive radio partner in Spanish of the Mexican National Team.

No Translation Needed: Noticias Telemundo ‘En Inglés’ On OTT

How important is reaching today’s English-preferred, youth-driven Latino audience?

NBCUniversal Telemundo Enterprises has given the green light to the development of its first-ever Noticias Telemundo English-language daily newscast.

Just don’t expect to find it on a Telemundo broadcast TV station in the near future.

The planned newscast will be distributed exclusively via YouTube, also becoming the first Noticias Telemundo production to live outside a Telemundo-owned platform. The Noticias Telemundo project obtained a Google News Innovation (GNI) YouTube grant, which is awarded to ventures that “elevate quality journalism, evolve business models to drive sustainable growth, and empower news organizations through technological innovation.”

“In today’s fast-paced world you need to reach out to your audience where it is, not where you want it to be, and US Hispanics over-index in YouTube,” said Romina Rosado, Senior Vice President of Digital Media & Emerging Business for NBCUniversal Telemundo Enterprises. “Our goal here is for Noticias Telemundo to reinvent the ‘traditional’ broadcast news for the LatinX generation– the multicultural, multiracial, mobile, millennials in the United States.”

The median age for U.S. Hispanic YouTube users is 27 compared to 42 for non-Hispanic Whites, according to Nielsen. In addition, Hispanics aged 18-49 over-index in YouTube, making it an ideal platform to reach young Latinos.

 

Borja Perez Replaced By Romina Rosado As Telemundo’s Digital Head

For nearly nine years, Borja Perez has held the Miami-based role of SVP of Digital & Social Media for NBCUniversal Hispanic Enterprises, jumping to the role in March 2012 after some two years as VP of Integrated Solutions for Digital & Social Media at Telemundo.

Effective today, Perez no longer has oversight of digital for the network that has effectively “closed the gap” with longtime rival Univision Communications.

Perez has moved to the revenue monetization division, taking the new title of Senior Vice President, Revenue Strategy and Innovation.

He reports to EVP/Revenue, Strategy and Innovation Peter Blacker, as does his successor.

Now serving as SVP/Digital Media is Romina Rosado.

Rosado was previously SVP of Noticias Telemundo and Digital News, where she created and oversaw strategies to enhance the consumer experience across multiple distribution points. Prior to Telemundo, Rosado was SVP/Global Content at  E!, in Los Angeles where she oversaw all content, news gathering, audience development, and product for the company’s news division.

Before that, Rosado was Executive Producer at US Weekly, where she was responsible for launching and executing the company’s digital expansion.

“Romina demonstrates the experience, drive and savvy needed to amplify Telemundo’s leadership position in the digital and social ecosystem, informing, empowering and entertaining the full spectrum of Hispanic identities,” said Blacker.

With the “realignment in Digital Media,”  Perez will assume a newly created role expanding the revenue strategy efforts of NBCUniversal Telemundo Enterprises, announced earlier this year. He will work closely with Telemundo Studios and Programming to develop new monetizable opportunities across linear and digital for U.S. and international markets. In addition, Perez will partner with NBCUniversal Advertising Sales leadership with a focus on integrations and commercial innovation targeting the Hispanic market.

“Borja brings a decade of experience growing the Telemundo brand and audience across platforms and can now focus on finding new ways to drive revenue from our content. In their new roles, these two seasoned NBCUniversal executives are poised to push our business forward,” said Blacker.

Before joining Telemundo in 2006, Perez was Director of U.S. Hispanic Business for AOL, taking the position in 2002 after serving as Director of Interactive Sales and Marketing for AOL International.

Early career stints include AE and Account Coordinator positions at Y&R and BBDO, respectively.

Hispanic CMO Thought Leaders Report: Making Waves

HispanicAd and the Adam R Jacobson Consultancy are proud to announce the fourth edition of Hispanic CMO, the most sought after publication in the U.S. Hispanic Market.

Distributed Nov. 5, it is now available for viewing and download for FREE.  Curated by Gilbert Dávila, Chair of the 2018 ANA Multicultural Marketing & Diversity Conference and of Encino, Calif.-based Dávila Multicultural Insights, this report is independently produced by veteran journalist Adam Jacobson.

To download this year’s edition CLICK HERE.

Hispanic CMO enjoys more downloads and readership that any other mainstream or Hispanic focused publication combined, delivering over 9,500 downloads of the PDF version.