MIPCOM: Univision Taps YouTube Aggregator to Manage Online Video

Randy Falco Getty H 2016
Larry Busacca/Getty Images

BroadbandTV will help oversee premium YouTube channels aimed at the fast-growing Spanish-speaking TV market.

Univision Communications has recruited online video aggregator BroadbandTV to help manage its YouTube content and channels to better reach young Hispanic audiences in the U.S. and internationally.

The content management pact will see BroadbandTV use its proprietary technology to upload and monetize across YouTube a range of fan-generated content for Univision, which is led by CEO Randy Falco. BroadbandTV and Univision will not collaborate on content development and production.

Financial details weren't disclosed.

The pact comes as Hispanics continue to be one of YouTube's fastest-growing audiences. The online video aggregator will also help manage the Spanish-language TV network's 16 premium YouTube channels to boost viewership for series like La Rosa de Guadalupe, Como Dice el Dicho and Primer Impacto that are more attractive to advertisers than fan-generated content.

The partnership with BroadbandTV comes as Univision looks beyond TV ratings to increased viewer engagement online for popular shows. "Univision’s YouTube video views have increased this year. Our goal is to grow these views as BroadbandTV helps us to strategically amplify content and build stronger engagement with our digital audience,” said Sameer Deen, senior vp digital at Univision.

Univision has also been looking to YouTube to beef up high-growth digital offerings for millennials as it continues to look for ways of serving that demographic.