Adsmovil, a Latin-American based company specializing in digital advertising solutions, unveiled at NewFronts last week Nuestra.TV – an AVOD service offering bilingual and bicultural content geared towards Hispanic audiences. Nuestra.TV is launching with over 15,000 hours of VOD content and over 40 FAST channels – available completely for free with no login required.
The driving force behind Nuestra, which translates to "our" in English, is to fulfill the growing demand for Spanish-language, particularly bilingual, content in the U.S., Nuestra.TV President and CEO Alberto Pardo told Fierce Video. He estimated 80% of U.S. Hispanics – who make up 62 million of the total U.S. population – are bilingual, and Nuestra.TV would cater to both English and Spanish speakers, bolstering a multi-generational viewing experience.
Nuestra.TV’s emphasis on bilingual and bicultural content is especially important, given the emerging cohort of Hispanic viewers who may not necessarily identify with only the U.S. or Latin America, he explained. That target audience is different from that of a network like Univision, which focuses on primarily Spanish-language content.
Pardo pointed out Nuestra.TV’s roots lie in Latin America, unlike competitors such as Univision and Canela Media, both of which are based in the U.S. Those roots bolster a strong relationship between Nuestra.TV and Latin-American content providers, he said.
Nuestra.TV will offer entertainment content like telenovelas, sports programming – which is popular among Latino families, Pardo noted – livestreamed concerts as well as live news coverage. Pardo also said Nuestra.TV is focusing on educational content, which he believes is a crucial component in the OTT landscape.
“Educational and training content is getting very popular, we want to put a lot of effort into that,” he said. Such content includes language instruction in both Spanish and English, “how-to” guides, financial literacy as well as informational programs about Latin-American countries, which could educate viewers about their country of origin, for example.
Pardo added Hispanic viewers are over-indexed in video consumption, combining usage in mobile and connected TV.
“We believe Latino viewers are going to be an important trend for any OTT [provider],” he said, noting how Hispanic-focused content is increasing in popularity across pop culture and entertainment across the U.S, and more of that content is shifting towards video.
Nuestra.TV will be available to consumers sometime in the next few weeks, Pardo said, for iOS, Android and most CTV platforms. The service is considering adding other Latin American markets down the line, like Mexico or Colombia. But Pardo noted the Latin-American viewer market hasn’t yet matured to the scope of that of the U.S.
“We truly think this is an entertainment system for the home and for families,” said Pardo. “That’s why we call it ‘Nuestra.’ Because it’s going to be for all of us.”