Staying Ahead of the Curve with Romina Rosado EVP and General Manager Hispanic Streaming at NBCUniversal

Dive deep into the impact of streaming services, the significance of catering to a diverse audience, and effective strategies for engaging the younger generation.

Today’s media landscape is rapidly transforming, steered by technological advances and shifting consumer behaviours. To shed light on these intricate changes and the promising opportunities they offer, I recently had the privilege of interviewing Romina Rosado for an episode of my Speed of Culture Podcast.As the EVP and General Manager of Hispanic Streaming at NBCUniversal Telemundo Enterprises, Romina has deep insights into the ever-evolving realm of media consumption. In this piece, we’ll take a journey through her perspective on the impact of streaming services, the significance of catering to a diverse audience, and effective strategies for engaging the younger generation.Romina’s journey in the media industry is nothing short of impressive. With extensive experience in global media and marketing, she has a well-proven knack for brand, content, and audience development. Since her entry into Telemundo in 2018, the company has experienced a digital transformation and has emerged as the vanguard digital brand within NBCUniversal and across the U.S. Romina’s current portfolio includes managing all digital businesses and aiding Peacock’s management in the development of Latino content that resonates with this rapidly-growing demographic.One of the central themes of our conversation was the diversification of content. With the media landscape constantly fragmenting, Romina staunchly advocates for diversified content. In the quest to meet audiences where they already are, Telemundo has tackled the challenge head-on, creating an array of traditional and digital content that caters to Spanish-speaking viewers and bilingual, bicultural Hispanic Americans alike. For brands, mirroring such a strategy and tailoring content to various audience segments can be the key to effective engagement.Romina’s observations of media consumption trends among younger demographics are particularly noteworthy. As the pendulum continues to swing towards digital content, understanding the tastes andpreferences of younger demographics has become paramount in creating content that strikes a chord. Brands must remain agile and responsive, ensuring they adapt their offerings to align with changing consumer behaviour.When speaking about the challenges that come with an industry in flux, Romina shared some enlightening thoughts on monetizing content in a streaming-dominated marketplace. Beyond traditional advertising models, brands need to embrace innovative and flexible monetization strategies. She suggests exploring a mix of revenue streams, including but not limited to subscription services, sponsored content, and eCommerce integrations.Harnessing the power of data, according to Romina, is essential in targeting ads to the right audience. By analyzing audience behaviours and tendencies, NBCUniversal has been able to employ more targeted ad placements. Brands seeking to enhance their ad effectiveness - and thus ROI - would be well-advised to invest significantly in data analytics capabilities.Finally, in a world increasingly characterized by diversity, it’s crucial for media companies to engage multicultural audiences. Romina emphasized the need for brands to create content that mirrors the rich, varied life experiences of Hispanic Americans and other multicultural communities.To wrap it all up, Romina Rosado’s expert insights affirm the necessity for brands to continually adapt to society's rapidly changing media appetites, with a keen eye on diversification, audience understanding, clever monetization, data utilization, andmulticultural engagement. Listening to your audience is crucial in this age where content is king, and audience needs, interests and preferences dictate its reign.

“You have to be where the audience is, and the audience still has an insatiable demand for content. Good content is good content and will continue to be consumed.”

Don’t miss out on this insightful conversation that paints the current media landscape vividly. You can listen to the full podcast on the following platforms:Listen on Spotify: https://open.spotify.com/show/0uT4r3klBUv8lzQe2PgW1JListen on Apple Podcasts: https://podcasts.apple.com/us/podcast/the-speed-of-culture-podcast/id1617896513