In the ever-evolving landscape of media and entertainment, understanding and adapting to shifting consumer trends is crucial. Romina Rosado, the Executive Vice President and General Manager of Streaming at Telemundo, shares her insights on these changes in a recent episode of The Speed of Culture podcast, hosted by Matt Britton, CEO of Suzy. Rosado discusses the unique characteristics of the Hispanic audience, the future of streaming, and the strategic decisions shaping the industry.

The Unique Dynamics of the Hispanic Audience

Rosado highlights the diverse and dynamic nature of the Hispanic audience in the U.S. This group, particularly the younger demographic, consumes content in both English and Spanish across various platforms. Latino households are often multi-generational and multi-ethnic, adding layers of complexity to their media consumption habits. For brands to resonate with this audience, they must address these nuances effectively.

Rosado emphasizes that understanding these dynamics is critical for media companies like Telemundo. With two-thirds of their audience under the age of 34, Telemundo faces the challenge of reaching viewers who are increasingly turning to non-linear platforms for their content.

Navigating the Shifting Landscape of Streaming

The streaming landscape underwent significant changes in 2023, marked by the writers' strike, production delays from COVID-19, and evolving consumer behaviors. Despite these challenges, the demand for quality content remains insatiable. Rosado advocates for a diversified approach to content distribution, balancing traditional television with streaming platforms, both subscription-based (SVOD) and ad-supported (AVOD).

Telemundo, as part of NBCUniversal, benefits from the company's comprehensive ad sales strategy, NBCUnified. This approach helps Telemundo leverage data to better understand and reach their audience, offering advertisers access to a vast ecosystem of 226 million monthly engagements across NBCUniversal’s platforms.

The Role of Personalization and Data

Personalization remains a key strategy for engaging with audiences. Rosado explains that understanding the audience through data allows Telemundo to tailor content that resonates on a personal level. This involves creating content specifically for platforms like TikTok, YouTube, and other social media channels, while also ensuring it can be monetized effectively.

Telemundo’s approach includes leveraging its extensive library of content to create targeted offerings on fast channels and other streaming services. By understanding the specific consumption patterns and preferences of their viewers, Telemundo can provide more relevant and engaging content.

Addressing Advertiser Needs

Rosado acknowledges that while the Hispanic market has significant purchasing power, it remains under-recognized by many advertisers. Telemundo’s strategy involves educating advertisers on the value of the Hispanic audience and the importance of investing in both Spanish and English language content. By demonstrating the reach and engagement of their audience across various platforms, Telemundo can attract more advertising dollars.

The Evolution of Media Consumption

The media consumption habits of younger audiences are vastly different from previous generations. For example, college students today rarely have TVs in their dorm rooms, opting instead for streaming services on their devices. This shift necessitates a reevaluation of content form factors and distribution methods.

Telemundo has embraced this change by focusing on creating short-form content and leveraging digital windows for its programming. This approach ensures that content is accessible and engaging, regardless of the platform or device used.

The Power of Live and Interactive Content

Live sports and events continue to be significant drivers of engagement. Rosado mentions the success of live sports broadcasts, such as the World Cup and the Olympics, on platforms like Peacock. These events not only draw large audiences but also provide opportunities for interactive and communal viewing experiences.

Telemundo’s strategy includes creating events and experiences that extend beyond traditional broadcasts. This approach taps into the fandom surrounding their properties, similar to how BravoCon capitalizes on the popularity of Bravo's programming.

Challenges and Opportunities in Digital Transformation

Rosado’s career path highlights the challenges and opportunities of driving digital transformation within legacy media companies. Moving from print to cable to broadcast, she has consistently worked to pivot these organizations towards digital without undermining their core business.

This experience underscores the importance of adaptability and the ability to manage change effectively. Rosado emphasizes the need for media companies to stay attuned to audience preferences and technological advancements to remain relevant and competitive.

Looking Ahead

As Rosado continues to navigate the complexities of the media landscape, her focus remains on expanding Telemundo’s streaming footprint and deepening their understanding of their audience. This involves leveraging data to drive more effective monetization strategies and ensuring that Telemundo’s content remains relevant and engaging for future generations.

In conclusion, Romina Rosado’s insights on The Speed of Culture podcast provide valuable lessons for media companies looking to thrive in a rapidly changing environment. By understanding the unique characteristics of their audience, embracing new technologies, and maintaining a flexible and adaptive approach, companies like Telemundo can continue to lead the way in the future of media and entertainment.

For more insights and discussions on consumer trends and digital innovation, be sure to subscribe to The Speed of Culture podcast on your favorite platform.