Over the past two years, the world has faced not only an unprecedented pandemic, but also rapid changes in the media industry. These changes range from conducting business deals through virtual means, such as Zoom calls, to the emergence of new streaming services and consolidation of platforms.<\/p>\n
In Latin America, streaming services are competing for both new subscribers and time spent on their content. The audience in the region has access to a diverse range of offerings, from viewing on their preferred device to a user-friendly interface.<\/p>\n
\u201cOur global launch took place in 2016, which means we have been in the market for more than six years,\u201d says Pablo Iacoviello, who serves as the director and country manager for Latin America at Prime Video. \u201cIt\u2019s been an interesting and enjoyable journey, with a continued focus on remaining attuned to industry developments. The company strives to understand its users and provide the best possible product and service. Rather than prioritizing quantity, Prime Video values quality and seeks to establish a strong connection with its customers by offering a diverse and curated catalog. While content is undoubtedly critical, the company recognizes the importance of having a good product, effective distribution and successful marketing strategies.\u201d<\/p>\n
He explains that the company has made significant improvements to the interface, resulting in positive feedback from customers and users who find navigation much simpler. The company is currently negotiating agreements with telephone and cable operators in the region to provide more access to consumers. Through these partnerships, users can enjoy Prime Video, leading to growth and expansion for the company.<\/p>\n
Following a successful roll out in the U.S., Disney+ launched in Latin America and has quickly become a preferred option for viewers in the region. The platform provides access to a broad range of content from a number of prestigious brands including Disney, Pixar, Marvel, Star Wars and National Geographic.<\/p>\n
Natalia Scalia, the senior VP and general manager for direct-to-consumer at The Walt Disney Company Latin America, notes that the company rolled out Disney+ in November 2020 and, within just ten months, it introduced Star+ as a stand-alone yet complementary streaming service. \u201cWe\u2019re always focusing on the consumer, attentive to their interests in order to offer quality entertainment.\u201d<\/p>\n
To acquire and retain subscribers, the quality of content that connects with the audience is paramount. According to Scalia, \u201ca significant portion of our efforts is dedicated to comprehending which stories are significant and relatable to their viewers. As Disney+ and Star+ offer a variety of genre movies and series under the company’s renowned brands, it is imperative to identify content that resonates with the audience. Additionally, the platform provides an extensive selection of Latin American productions that cater to diverse age groups and interests.\u201d<\/p>\n
MARKET RELEVANCE HBO Max made its debut in the U.S. in May 2020, offering viewers a broad range of content from well-known brands such as HBO, Warner Bros., DC and Cartoon Network. Additionally, the streaming service boasts an impressive collection of Max Originals and third-party content. Since its launch, HBO Max has expanded its availability to over 60 countries, beginning with a global rollout in Latin America and the Caribbean. Subsequently, it launched in several European markets, including the Nordics, Iberia, the Netherlands and Central and Eastern Europe.<\/p>\n \u201cHBO Max has positioned itself as a platform for everyone for high-quality entertainment from both international and Latin American creators across various genres and formats,\u201d says Juan Sol\u00e1, director of streaming for Latin America at Warner Bros. Discovery. \u201cWe continuously strive to enhance the subscription experience for our users by offering tailored plans and pricing options that cater to their individual preferences. Our partnership with regional associates has been integral to realizing this vision, and we remain committed to expanding the reach of our content to all fans. We provide our audience with multiple access choices to their favorite brands and franchises, ensuring that they can enjoy our content in every way possible.\u201d<\/p>\n OPTIONS GALORE \u201cOur customers can enjoy the \u2018everywhere\u2019 Movistar TV experience at any time and on any device. This ease of access to our content offering allows potential customers in the region to easily sign up for our service, just as they would with any OTT in the market. The difference with the latter is that not only Movistar TV offers a varied catalog of on-demand content, but also the main local and international linear pay-TV channels.\u201d<\/p>\n The key differentiator for Movistar TV is the diverse catalog of on-demand content and a wide range of local and international linear pay-TV channels that are not typically available on other OTT platforms. \u201cBy offering both types of content, Movistar TV stands out in the market and provides a more comprehensive entertainment experience for their customers,\u201d he says.<\/p>\n FlixLatino is a Spanish-language online OTT service offering SVOD content for the U.S. Hispanic market and Puerto Rico. FlixLatino is part of SOMOS Next, which is part of SOMOS Group. SOMOS Next offers online content with its brands FlixLatino and FlixLatino Kids.<\/p>\n \u201cFlixLatino offers the best in high-quality contemporary series and films from leading international and Hispanic production markets,\u201d says Luis Guillermo Villanueva, COO of SOMOS Next. \u201cWe also include shows, documentaries and other formats. There\u2019s also FlixLatino Kids, a separate, safe and controlled space with branded animation and violence-free content, focused on preschoolers.\u201d<\/p>\n Villanueva states that in addition to the adult and kids\u2019 content available on FlixLatino and FlixLatino Kids, respectively, there are linear streaming channels that serve in optimizing searching and consuming the company\u2019s content.<\/p>\n CONTENT VALUE Vrio houses brands like DIRECTV GO (DGO) and is a provider of entertainment and information subscription services offered through satellite and streaming in Latin America and the Caribbean.<\/p>\n \u201cWe\u2019re part of Vrio, a leading digital entertainment service provider with over 10 million subscribers in LatAm and the Caribbean, offering quality content on DIRECTV, SKY and DGO, with top-tier sporting events, international content and exclusive programming,\u201d says Patricia Monkowski, branding director at Vrio. \u201cDGO is an online OTT subscription service offering access to varied live and on-demand content. It also provides satellite TV at no additional cost. The platform offers the best in live local and international television, with linear channels and on-demand content that users can enjoy anytime and anywhere, through mobile devices, tablets, computers and smart TVs, among others. It also offers the possibility of combining different plans with premium packages.\u201d<\/p>\n Regarding DGO users in Argentina, Chile, Colombia, Ecuador, Peru and Uruguay, she explains, \u201c41 percent have pay TV and use the streaming platform as an add-on, while 26 percent do not have pay TV, with DGO being the gateway to live content. In terms of age, on average, 30 percent of users are not older than 35.\u201d<\/p>\n Prime Video has been producing original content since its debut in the U.S. and the rest of the world, including Latin America. Highlights include The Lord of the Rings: The Rings of Power <\/em>and The Boys<\/em>, as well as local productions such as LOL: Last One Laughing<\/em>, Pan y Circo<\/em>, El Presidente <\/em>and the Oscar-nominated film Argentina, 1985<\/em>.<\/p>\n SOLID OFFERINGS Last year, MGM joined Prime Video and Amazon Studios as an asset of the company, bringing the James Bond film library. \u201cMGM is an important partner for Prime Video,\u201d he says. \u201cWelcoming them into the family allows us to explore many opportunities. That talent attached to the MGM team is fantastic, and there are near limitless opportunities.\u201d<\/p>\n Scalia at The Walt Disney Company Latin America says that, considering the company\u2019s experience and audience diversity, they must offer variety in terms of content and formats, \u201cso the audience can choose from dramas, comedies, sitcoms, thrillers, biopics and docu-realities. This variety can be found in our streaming services. The main difference between the two platforms lies in the type of content they offer: Star+ offers general entertainment and sports content that targets adults, while Disney+ offers content for all members of the family through its five iconic brands (Disney, Pixar, Marvel, Star Wars and National Geographic).\u201d<\/p>\n Regarding the importance of Latin American productions, she comments that \u201cthey are at the core of our company, given that we started creating original content in the region more than 20 years ago. Our local productions have the power to connect emotionally with Latin American audiences due to the relevance of the issues they address. At the same time, they have great export potential.\u201d<\/p>\n On Star+, highlights include El encargado, Santa Evita <\/em>and\u00a0O Rei da TV<\/em>, and over at Disney+, productions like Pap\u00e1s por encargo <\/em>and Siempre fui yo <\/em>are standouts. In addition, live events such as the Tini Tour 2022, Premios Gardel and the next editions of Festival Internacional de la Canci\u00f3n de Vi\u00f1a del Marare are also part of the offer.<\/p>\n MEMORABLE BRANDS \u201cEach of our offerings unfolds its own world, connecting its purpose with its specific audience, which in turn finds an entertainment experience that exceeds the limits on the screen, with titles that occupy an unparalleled place in the world of entertainment,\u201d says Sol\u00e1 at Warner Bros. Discovery. \u201cOur commitment at HBO Max is to continue offering content for all tastes, where each of our users has a story that represents and excites them. That is why we offer a combination of international content with local productions, developed in several Latin American countries, by very talented creators and artists who give voice to authentic stories, typical of our culture, exploring the particularities of each market.\u201d<\/p>\n He highlights the true-crime doc Pacto brutal: El asesinato de Daniella Perez<\/em>, which was made in Brazil and was widely successful in the region, becoming the most-watched Brazilian series on the platform. Mar\u00eda Marta, el crimen del country <\/em>\u201cgenerated important conversations in Argentina 20 years after the events that inspired the production,\u201d Sol\u00e1 adds. There\u2019s also Las Bravas F.C.<\/em>, a successful Mexican dramedy that explores the world of women\u2019s soccer.<\/p>\n Over at Movistar TV, the platform provides three core content options: VOD, live channels and transactional content, says Arrisue\u00f1o Labarthe at Telef\u00f3nica. \u201cMovies have been quite popular on our VOD offering, with titles that go hand in hand with the nationality of each of our territories, accompanied by the most outstanding international blockbusters. Peruvian and Argentinean films stand with titles like \u00a1Asu mare! 3 <\/em>and Encintados <\/em>in Peru, as well as El amor menos pensado <\/em>and Mam\u00e1 se fue de viaje <\/em>in Argentina. Regarding international content, our users view classics like Madagascar <\/em>to the latest releases such as Top Gun: Maverick<\/em>, Bullet Train <\/em>and Spider-Man: No Way Home<\/em>.\u201d<\/p>\n Arrisue\u00f1o Labarthe comments that episodic content also gains traction on the Movistar TV App, with series and shows like Matrimonio con hijos<\/em>, Garfield y sus amigos <\/em>and the Peruvian sports show Al \u00e1ngulo<\/em>, all which reflect its audiences\u2019 viewing habits.<\/p>\n THE SECRET OF DIVERSITY \u201cThere are series originally produced in Spanish (including Mexican and Argentinean series, as well as those from other countries), and also from non-Spanish-speaking markets, like the popular Turkish series,\u201d says Villanueva. \u201cAs for original productions, they are under consideration, but we undoubtedly benefit from the SOMOS Group\u2019s expertise in the production of films, series and other content.\u201d<\/p>\n For Monkowski at Vrio, one of their main strengths is the content offering, where the exclusive DSPORTS and OnDIRECTV channels stand out, with the possibility of accessing them via streaming on DGO.<\/p>\n \u201cDSPORTS and DGO broadcasted all 64 matches of the 2022 FIFA World Cup in Qatar,\u201d she says. \u201cAll of the content was available on DGO. In addition, the streaming platform offered Dimensi\u00f3n Qatar<\/em>, an exclusive section with tools to enrich the subscriber\u2019s experience: up-to-the-minute information, stats, live results, VOD content and access to a multi-camera systems and interactive menu. OnDIRECTV offers series, documentaries, movies and live concerts, which can also be viewed on-demand via DGO.\u201d<\/p>\n Monkowski says that last year they added DNEWS, a Latin American news feed for the region, to DIRECTV and DGO\u2019s programming. She also highlights several documentaries, including Las hermanas de Diego<\/em>, about soccer star Diego Maradona.<\/p>\n ROOM FOR GROWTH \u201cI think the next few years are going to be interesting for the industry,\u201d Iacoviello says. \u201cWe will continue with the same vision. We are attentive to the market, but our focus remains the same: our customers, understanding them, building the best service, and then letting the customer choose us. Fortunately, Prime is a super solid membership, and we are very comfortable with the value proposition we are giving to the customer.\u201d<\/p>\n Scalia at The Walt Disney Company Latin America comments: \u201cDisney\u2019s direct-to-consumer business is doing very well. During the company\u2019s fourth quarter earnings call on November 8, 2022, our streaming services (Disney+, ESPN+ and Hulu) have reached a total of over 235 million subscribers worldwide. In Latin America, we look to continue growing steadily just as we have since the rollout of our products in the region\u2014Disney+ in 2020 and Star+ in 2021\u2014following the trend seen in the company\u2019s latest global quarterly reports.\u201d<\/p>\n \u201cIt\u2019s difficult to look ahead five years and anticipate the dynamics of the industry,\u201d comments SOMOS Next\u2019s Villanueva. \u201cHowever, considering recent events, we are proud of our growth in both subscribers and subscriber loyalty, coupled with a solid balance sheet. We benefited from home entertainment during the pandemic and this trend hasn\u2019t changed. Regarding the windowing within the digital environment, we have a clear vision of FlixLatino\u2019s long-term competitive advantages.<\/p>\n","protected":false},"excerpt":{"rendered":" OTT platforms in LatAm continue to consolidate while facing a competitive market based on iconic brands.<\/p>\n","protected":false},"author":283,"featured_media":4676,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[69],"tags":[],"class_list":["post-4675","post","type-post","status-publish","format-standard","has-post-thumbnail","","category-top-stories"],"yoast_head":"\n
\n<\/strong>\u201cWe understand the importance of providing easy access to our services for Latin American audiences,\u201d Scalia adds. \u201cThat\u2019s why we have established a vast network of distributors to offer a range of payment methods, including options for those without a bank account. Additionally, we have introduced our most comprehensive offering, Combo+, which bundles Star+ and Disney+ at a discounted price. This option is designed to provide our customers with the best value for their money, as they can save more compared to subscribing to both services separately.\u201d<\/p>\n
\n<\/strong>Gonzalo Arrisue\u00f1o Labarthe, the content director for Latin America at Telef\u00f3nica, revealed that in early 2022, the company consolidated its services under the Movistar TV brand. \u201cBy combining pay-TV, VOD and streaming, the brand offers a complete television and content experience for our clients,\u201d he says.<\/p>\n
\n<\/strong>\u201cFlixLatino combines the highest quality, carefully curated content at an affordable price for different audiences,\u201d he states. \u201cWe look at the Latin American market in terms of demographics, income and entertainment relevance (movies, series, documentaries and shows) on all connected devices. We believe that, currently in terms of both economic and technological impact on the industry, we are among the best options for consumers in terms of price, content, technology and versatility.\u201d<\/p>\n
\n<\/strong>\u201cWe have a catalog where [every new production] is a fantastic one,\u201d says Prime Video\u2019s Iacoviello. \u201cWe\u2019re looking to expand our offer with global shows and local stories and projects, unique and complementary titles.\u201d<\/p>\n
\n<\/strong>Along with standout brands, HBO Max\u2019s offerings include highlights like Friends<\/em>, Game of Thrones<\/em>,Big Bang Theory<\/em>, Rick and Morty<\/em>, House of the Dragon<\/em>, Batman<\/em>, Looney Tune s<\/em>and DC League of Super Pets<\/em>, as well as live sporting events like the UEFA Champions League (in Mexico and Brazil), and live coverage of special events like the Latin Grammy Awards.<\/p>\n
\n<\/strong>For FlixLatino audiences, Villanueva says movies are very popular. However, series also attract viewers, which generate lots of consumed hours on the service. Among the titles that stand out are Hasta que te conoc\u00ed <\/em>(U.S., co-produced by SOMOS Productions), Estoy vivo <\/em>and La caza,<\/em>Tramuntana <\/em>(Spain), Loquito por ti <\/em>(Colombia) and Family Secrets <\/em>and Sweet Revenge <\/em>(Turkey), among others.<\/p>\n
\n<\/strong>This year, Prime Video\u2019s Iacoviello highlights the development of local productions and originals that have been one of the company\u2019s fixtures, as well as closing deals with important creators and producers, with Diego Boneta\u2019s Three Amigos, Mauricio Leiva and Daniel Krauze among them.<\/p>\n