U.S. HISPANIC Versión en español
NBCUniversal: Significant opportunity in streaming and digital, given that two-thirds of US Hispanics are under 34
Maribel Ramos-Weiner| 4 de diciembre de 2024
Romina Rosado, Executive Vice President and General Manager of Hispanic Streaming at NBCUniversal Telemundo Enterprises talks with Joe Schramm, Managing Partner and President of Schramm Marketing Group
Before joining NBCUniversal Telemundo Enterprises six years ago from E! Entertainment, Romina Rosado, Executive Vice President and General Manager of Hispanic Streaming, had no prior experience in Hispanic media or multicultural industries.
“Everyone questioned my decision to transition to the Hispanic market when the prevailing trend was the opposite: moving from multicultural to ‘general market,’ a term I’ve always disliked, and as Adriana (Waterston) mentioned earlier, it’s no longer relevant. My motivation was the audience. Despite my role in distribution, I have a strong background in content development and have led content teams for over 20 years. A deep understanding of the target audience is crucial for creating compelling content. My experience at E! revealed a significant Latino audience, and demographic data confirmed a massive untapped opportunity in streaming and digital. With over 66 million Latinos in the US, two-thirds of whom are under 34, it’s clear that this young demographic primarily consumes content on digital platforms, not linear TV,” explained Rosado. She shared these insights during the fireside chat “How Comcast NBCUniversal leverages culture to offer first-class audience and customer experiences,” moderated by Joe Schramm, Managing Partner and President of Schramm Marketing Group, at the Horowitz Research Cultural Insights Forum.
She emphasized that Telemundo’s scripted content strategy involves broad distribution, primarily through its streaming app, which is NBCUniversal’s most-watched in the TV space. Additionally, they leverage other platforms like Netflix, Peacock, HBO, and Amazon. “We firmly believe in delivering our content where the audience is and where we can maximize its value,” she stated.
Rosado expressed her agreement with Adriana Waterston’s concept of polyculturalism, presented earlier in the event. “I find the concept compelling and it aligns perfectly with my experiences in understanding audiences,” she said.
Rosado added that Telemundo’s data reveals that their content is consumed by non-Hispanic viewers who may not even speak Spanish. “This trend is evident on platforms like Peacock and Netflix. For instance, ‘Mariposa de Barrio,’ a scripted series about Jenni Rivera’s life, which premiered six or seven years ago, recently surged to the top 10 on Netflix. This happened because Netflix released the English-language series ‘Selena,’ and the algorithm recommended ‘Mariposa de Barrio‘ (with 60 Spanish-language episodes). People were drawn to it because streaming has completely eroded language barriers. We’re accustomed to watching content based on social media recommendations, friend suggestions, or specific topics or talents. Language is no longer a limiting factor.”
LIVE LINEAR TV FOCUS WITH REALITIES, NEWS AND SPORTS
Rosado acknowledged the enduring significance of linear TV as a shared experience for Latino audiences. This insight has driven their focus on live TV, primetime reality shows, news, and sports. “For scripted content, which we distribute across various platforms, we prioritize authentic narratives that resonate with our Telemundo audience,” she explained.
Rosado emphasized the importance of YouTube, a platform widely used by Hispanic audiences, and highlighted their pioneering role in launching a WhatsApp channel. “As WhatsApp is a popular communication service among Hispanics, we were one of the first brands to establish a presence on this platform. It’s about understanding the unique characteristics of each platform and tailoring our distribution strategy accordingly,” she explained.
FUTURE: INCREASING BUNDLING AND CONSOLIDATION
Regarding plans, Rosado highlighted the significance of 2026, a year marked by major sporting events like the FIFA World Cup and the Super Bowl. “It’s going to be a very busy year,” she noted. “In the broader streaming landscape, I anticipate increased bundling, consolidation, and strategic partnerships between major streaming services and niche streaming services.”
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