NBCUniversal’s Telemundo is kicking the year off on a bright note. The VOD network has just been ranked the top Hispanic VOD network for the fifth straight year, according to comScore.
It’s cross-platform NBCU Hispanics Plus saw 16% year-over-year growth, closing 2015 at 30 million viewers. This gives the media co the largest digital footprint among U.S. Spanish-language broadcast networks, according to a release.
NBCU Hispanics Plus also reaches more than 90% of millennials in the Hispanic community.
The company pegged the success to its strong original content production and various digital properties. This includes Telemundo’s El Señor de los Cielos (pictured), the networks’ strongest novela on digital, reaching 3.8 million unique viewers on across all platforms for the third season (up 20% from season two). Señor Acero 2 reached 1.6 million viewers, while the Billboard Latin Music Awards was watched by 1.5 million viewers online — a 16% increase from 2014.
This caps off a high-growth digital year, following news that Telemundo’s YouTube channel hit the million-subscriber mark in November 2015.
The digital space has become ripe with content geared at the Spanish community – a historically underserved market. Online, content providers typically break into two camps: English-language content with a “Hispanic Flare,” such as offerings from MCN MiTu and TuYo; or Spanish-language offerings, like the content from NCBU Hispanics Plus. Other companies, such as YipTV have been bridging the gap, offering content in both English and Spanish (as well as a growing number of other languages).
There are roughly 54 million Hispanics living in the U.S., making up about 17% of the overall population, according to the 2013 Census Bureau. However, the younger population of 18- to 34-year-olds is one of the fastest-growing demographics in the States. The more than 22.7 million Hispanic millennials make up nearly half (42%) of the overall population, and 27% of all U.S. Gen Y.
And this group leads in digital video consumption: According to a Horowitz Research study, more than half (51%) of Hispanic TV viewers surveyed reported spending 20% or more of their time watching OTT content, compared to 43% of total urban TV content viewers.