Hispanic digital audiences bring new SVOD revenue opportunities | Ratings/Measurement | News | Rapid TV News
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Research from Ampere Analysis has identified Spanish-speaking territories as providing a rich seam for subscription video-on-demand services to mine, with local audiences increasingly turning to digital subscription services.
Netflix Spain TV UI 19march2020 2
Ampere's polling data shows that at Q1 2020, two-thirds of Mexican internet households were using at least two SVOD, said to be a reflection of a wider trend, with the proportion of multi-service households also growing in Argentina (50%) and Spain (49%).

International streamers have been ramping up their local production efforts, while capitalising on Hispanic content's global appeal to leverage their investments. Following the creation of its first European production hub in Madrid in 2019 and the opening of its Latin American headquarter in Mexico City earlier this year, Netflix is now the largest commissioner of Spanish-language content globally with 25 shows currently in production or development.

The analyst calculates that Hispanic region currently accounts for nearly 14% (26.4 million subscribers at Q2 2020) of Netflix's global subscriptions. Mexico, which counts 8 million subscribers at Q2 2020, is Netflix's largest Spanish-speaking market, followed by Spain (4.5 million), Argentina (3.8 million) and Colombia (2.6 million) estimates.

Yet while these numbers were rising steadily, the research also revealed that the share of Spanish-language programming offered on Netflix was still limited. At the end of Q1 2020, only 8% of the content available on Netflix's platforms in Mexico and Spain was in the Spanish-language.

In the survey, Amazon came second with 18 upcoming Hispanic shows, followed by Spanish public broadcaster RTVE with 17 shows currently commissioned. Ampere noted that the multiplication of distribution channels and the recent launch of several direct-to-consumer platforms have boosted the global demand for content and that this meant means there were also new revenue opportunities for traditional Spanish TV groups, which lie not only in the production of original content for third parties, but also on library licensing deals.