“Almost everything we do from a content standpoint looks at a combined linear and streaming ecosystem. This helps with audience flow, cross-promotion and content efficiency, while maintaining the integrity of an ecosystem with our distribution partners,” the manager explained in a call with analysts regarding the results of the third quarter of this year. .
This strategy has proven successful for the company in both areas. Davis has revealed that the synergy created between ViX and linear open television channels has led to the second content window attracting audience levels not seen since the beginning of the covid-19 pandemic. Channel 5, in particular, led the audience increase and, for the first time in history, “outperformed our main competitors, placing us in first and second place in Mexico this quarter.”
The company’s CEO also highlighted that this strategy not only revitalized open television, but has become a relevant plan for ViX. By integrating streaming content into linear channels, the company expands its reach and reaches younger audiences that historically have not been adequately served by traditional television. These audiences, subsequently, tend to migrate towards TelevisaUnivisión’s video-on-demand offering.
“This strategy has proven effective, with massive audience growth year over year, reaching more than 40 million monthly unique users on ViX’s free modality this quarter,” Davis reported.
Realities
and sports, audience magnets
Some of the programs that have contributed to the increase in viewership on open television and on the streaming platform are reality shows and sporting events. “La Casa de los Famosos” has been one of the company’s notable bets to serve both linear and video-on-demand programming. In addition, the World Cup has been a fundamental attraction to attract audiences in the paid version of the streaming platform.
“This quarter we had the Gold Cup, and the rights to this property included numerous matches. Initially, it made sense to stream some of the early games for free on ViX, but as the tournament progressed, we moved the matches to the paid subscription in ViX to boost the number of subscribers,” explained the CEO of TelevisaUnivision.
The strategy of taking advantage of various consumption windows has resulted in a significant increase in the company’s income, with an increase of 11%, reaching $1.3 billion due to the increase in subscribers. Currently, the ViX service has more than 40 million active users on the platform.
Licenses, another source of income
Additionally, another growing business for ViX is the sale of product licenses. The company has noted that, thanks to the production of greater volumes of audiovisual content, they have been able to sell licenses to third parties, especially in Spanish-speaking markets.
“This is another unique aspect of our business that we expect to generate significant results. Since we focus on the Spanish language, we have an exceptional opportunity to license our content to the rest of the world,” said the CEO of ViX.
Wave Davis assures that ViX operates in one of the strongest global markets and, at the same time, one of the most underserved. The manager highlighted that the Hispanic GDP exceeded 3.2 trillion dollars last year, placing it as the fifth largest economy in the world.
“If the Hispanic market were a country, it would not only be the fifth largest economy, but it would also be the fastest growing economy in the world,” he concluded.