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2016 Next TV Summit: Staying Ahead of Changing Media Trends

By Eric Ratchman, EVP - Content Distribution, Sales and Marketing

I recently had the privilege of participating in a fireside chat with Michael Malone, the deputy editor of Broadcasting & Cable, at the 2016 Next TV Summit. The discussion focused on how Hispanic and multicultural consumer habits are changing. At one point in the conversation, Michael turned to me and asked why I decided to work at Univision Communications Inc. (UCI). While there are plenty of reasons, I wanted to share a few of them here with you.

First, UCI sits at the center of the world where changing demographics and the changing nature of media consumption collide. Today, four out of 10 Americans represent an ethnic minority, with Hispanics as the largest subset, one that continues to grow and diversify. Hispanics are leading the charge in cross-platform media consumption – chasing the content they want to see wherever it lives – and over-indexing in usage across all platforms, including mobile, SVOD and streaming. In fact, according to a recent Horowitz Focus Latino study, 65% of Hispanics engage in at least some form of multiplatform viewing, compared to only 57% among the total market.

I was also attracted to how UCI navigates these dynamic shifts. We are constantly changing how we approach our business, moving nimbly and, in many ways, operating like a startup—but with all the resources of a major company. For example, armed with the knowledge of our highly-mobile audience’s live-viewing habits, last year we launched an over-the-top subscription service to grant consumers access to live broadcasts of Univision and UniMás networks. This service, Univision NOW, features everything from the breaking news our audience relies on, to sports—including fútbol matches featuring the most-watched soccer league in the U.S., Liga MX—to award shows, telenovelas and more. Not only does this deliver more value to our consumers, it also provides the company with key insights about their consumption preferences and enables us to continue to stay ahead.

Lastly, Univision has an incredibly passionate community. Our 50-plus year relationship with U.S. Hispanics has made us the most recognized and trusted brand among the community, and has also created a base for us to expand our capabilities for the new rising American mainstream. As we approached our investments these past few years, it was important to us to consider organizations that fostered this same type of bond with their consumers. The Onion, The Root and Gizmodo Media Group properties are all pioneers and experts in their respective fields. These digital thought leaders allow UCI to continue to represent a company on the pulse of the new America, driven by an ever-growing young, diverse audience. When we factor in UCI’S TV, radio and digital assets, we now have a reach of 89 million people. Half of that reach is among Adults 18-34.

So, back to Michael’s question: why did I decide to join UCI? We are the media company prepared for the now and uniquely positioned for the future, and it’s an exciting time to be here.

Source: For engagement: Horowitz Research Focus Latino 2016, for reach: Univision Corporate Research estimates of cross platform usage of TV, Radio and Digital. TV: The Nielsen Company, NPM, 8/26– 9/25/16 M-S 6a-6a, 6+ min qualifier, Live+7; Radio: Nielsen Audio PPM/Nationwide Spring 2016, Unduplicated P12+ Cume MSu 6a-12m incl. Spill (no P.R). Based on Univision O&Os, plus Ed Rico, Mediabase, BDS, Media Monitors, and Syndication Affiliates; Digital: ComScore Sept 2016; Multi-platform, Total Audience

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