Editor’s note: Patel left TelevisaUnivision after this interview was taped in July.
AMENIA, NY — TelevisaUnivision is seeing streaming as a major growth opportunity, having experienced significant increases in engagement and subscribers on its ViX platform.
The company recently hit 50 million monthly active users on ViX, the world’s largest Spanish-language streaming service, and has seen a 70% increase in engagement year-over-year.
“It’s just been an incredible point of engagement with our consumers,” said Seema Patel, SVP of Data Enterprise at TelevisaUnivision, in this video interview with Beet.TV.
Navigating Privacy Regulations With First-Party Data
To navigate the complex privacy landscape in the U.S., TelevisaUnivision has built its own privacy-compliant household identity graph using its rich source of first-party data.
“Most third-party data sets don’t accurately represent the Spanish-language viewer,” Patel said. “The reason for that is most third-party data sets can’t accurately identify the Spanish-language consumer because they generally use geo or surname because ethnicity is self-reported and outside of the census.”
TelevisaUnivision says its household graph has nearly 100% coverage of the approximately 18 million U.S. Hispanic households. “We’re really proud of our coverage, but we’re equally proud of the way that we’ve built it in the sense that we’ve done it alongside our privacy and legal teams to ensure data protection,” Patel said.
Experimenting With Shoppable Ads
TelevisaUnivision has been experimenting with new ad formats and capabilities on ViX, including partnering with ShopSense AI to bring shoppable ads to viewers.
“Back in April in the Latin AMAs, we had a full second screen experience where we brought shoppable collections literally to the palm of our viewers’ hands,” Patel said.
“The whole concept, it allows for brand awareness, for store visitation, and just again, forming a deeper connection and more meaningful connection with our audiences.”
Bringing Spanish-Language Content To The Forefront
Patel sees connected TV as a medium for bringing Spanish-language content to the forefront and giving bilingual audiences the option to choose Spanish-language content alongside English-language offerings.
“Next, we really think about platforms and UIs. Having the ability to have quick search for content embedded in UIs is so important for us, so our content doesn’t get buried,” she noted.
“And lastly, we see FAST as complimentary to our offerings because we offer 12 channels across news, sports, entertainment, and we see it as a great way to connect new consumers, to bring even existing consumers, bring them new content, and to ultimately help drive engagement towards ViX.”
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