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Hispanics' relationship to streaming services


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It’s no secret that the Latino population is one of the fastest growing in the United States,and that the country’s consumerist culture is bound to reflect this uncontainable growth in the years to come.


Therefore, some industries and most specifically streaming services, are determined to invest in Hispanic content.

One of the first streaming services to make a solid move to provide Hispanic content was Hulu Plus. Since 2011, this streaming service has been very cognizant of the business opportunity that exists in delivering in-culture/in-language content for Hispanics, and in 2018 they made an ongoing investment by licensing over 3500 episodes of programming from Telemundo and Universo. Today, Hulu has one of the largest libraries of Hispanic content in the streaming world.

DAZN, on the come up

DAZN has been one of the most aggressive streaming companies for the last year. Ever since they made an important move with boxing live stream (contracting boxers like Canelo Alvarez) DAZN has been making some major investments inLatin American sports leagues. In September of 2018, DAZN announced a multi-year distribution deal in the US and Canada with Combate Americas, a Spanish-language MMA franchise, making strides to corner the Hispanic market for live and on-demand content, as well as signaling that they are willing to invest heavily for the Latino community for the years to come.

Deezer

Deezer, a music streaming service that has been around since 2007, recently introduced a brand new campaign targeting Latinos called “Together we make magic.” With this marketing pivot, Deezer is leveraging music’s ability to connect people (and how important connection is to Hispanics) to make inroads into the US Latino market in 2020. According to the Deezer website, the number of daily active listeners on Deezer who listened to Latin music last year surged by 30% in the US alone. Given that US Hispanics spend 32 hours a week listening to music and 45% of them stream music, the company has decided to make a long-term investment that allows them to capitalize on Hispanics’ heavy listening habits.

Streaming services in 2020, can only represent an opportunity for brands to make an impact on this growing market. The tailored targeting that streaming services offer can benefit brands by connecting to Latinos with more accuracy.




by Andres Talavera, Conill, January 3rd

 
 
 

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