Hispanic Viewers Want More Online Content, Univision Answers the Call

Hispanic consumers in the U.S. spent more than five hours a month per person watching video on a mobile phone during the first quarter of 2012 – a 22-percent increase in usage over a year ago, according to Nielsen’s Cross-Platform Report. Looking to bring more content to a thirsty online audience, Univision has gotten into the TV Everywhere game with the launch of UVideos, its bilingual digital TV Everywhere on-demand network.

Available via UVideos.com and the UVideos.com mobile app on iOS and Android (News - Alert)-compatible devices, viewers can access Univision content and Televisa programming in Spanish or subtitled in English.

"UVideos offers a compelling new way for U.S. Hispanics to connect with Univision Networks and watch their favorite shows anytime, anywhere, while also creating new opportunities for advertisers and distributors," said Kevin Conroy, president of Univision Interactive and enterprise development. "It provides our audience with new ways to experience their favourite programming, and engage new viewers, many of whom prefer English language experiences, with easy access to the best story telling on television."

Nielsen’s research on U.S. Spanish-speaking Hispanic TV consumers found that more than 60 percent of respondents crave more Spanish-language digital video content. Also, more than one-third of Spanish-speaking U.S. Hispanics say the ability to consume content on multiple devices when and where it is convenient is among the most important factors when considering a digital video service.

 Additionally, a majority of respondents said their top three most important factors when considering any digital video service offered in the U.S. are variety of content, cost, and the ability for everyone in the household to easily search for or find desired content.

"UVideos further delivers on our commitment to leverage the power of digital platforms to serve audiences in new and innovative ways," Conroy added. "Univision has been entertaining and informing U.S. Hispanics for more than 50 years and continues its leadership with the launch of UVideos, the first bilingual digital video product offering viewers the convenience of discovering, watching, and sharing the very best programming, all in one place."

When it comes to digital video – specifically content viewed through a subscription service such as Netflix, an ad-supported service like Hulu (News - Alert) Plus, or purchased individually through a service like iTunes – 60 percent of Spanish-speaking U.S. Hispanic consumers surveyed feel there’s a lack of Spanish-language content. 

Of course, more content across of variety of genres would be ideal, but the most valued include music videos and TV shows, according to 40 and 39 percent of the U.S. Hispanic consumers who responded, respectively.

While Uvideos is free to viewers, the survey also found that some Spanish-speaking U.S. Hispanic consumers are still willing to pay for the Spanish-language content they really want. Twenty-one percent of respondents said they are willing to pay for new movies, while 15 percent said they wouldn’t mind paying or paying extra for sports content. 

Among those surveyed, episodes of current TV shows are also considered one of the most valued and appealing forms of digital content.

Uvideos also incorporates social TV aspects, such as integrated Facebook (News - Alert) chat and share options. More than 60 percent of Spanish-speaking U.S. Hispanic consumers in theNielsen survey said they would like to share clips with friends online.

All of this bodes well for the advertising opportunities offered by the new on-demand launches.

"Spanish-speaking U.S. Hispanic consumers are clearly embracing digital technologies and are actively looking for more cross-platform video content that can be accessed from a variety of devices," said Jonathan Carson, general manager of digital for Nielsen. "These findings are yet another compelling argument for the tremendous opportunities that exist among media companies and marketers to reach and engage with the sizable, growing U.S. Hispanic audience."