Univision takes mobile path to 'billennials'
Juan Fernandez Gonzalez
| 09 October 2015
With a highly mobile, millennial and bilingual audience, Univision Digital is deploying several immersive initiatives in an attempt to scale real-time viewing experiences for an audience who demands them on-the-go.
According to the company, Univision Digital's audience is mobile, spending 36% more time on smartphones than the general population. And it has nearly double the live TV viewership of the next media company, with 91% of viewers watching live during prime time, compared with 56% for NBC.
Both characteristics are being capitalised by the company, which is challenging its app development partner, Screenz, to enable scale, functionality and gamification across second-screen experiences.
Particularly focusing on 'billennials' - bilingual millennials - Univision Digital has been deploying several innovations, starting with a Snapchat partnership to create Live Stories around Univision events, which began with a US vs. Mexico friendly football game.
The network has also launched Conecta, a second-screen, social TV app which provides viewers with the chance to become a judge for La Banda, real-time polling, and the ability to create their own band; and UniNovelas, an app with real-time polls and predictors and a news feed for the soap opera Antes Muerta Que Lichita.