Over-the-top video service Hulu is building up its Hispanic-targeted content in an effort to appeal to a growing market of Latino digital viewers.
The company’s Hulu Latino category, launched in 2011, offers more than 100 series, specials, documentaries and movies in both Spanish and English targeted to Hispanic viewers, according to Rodrigo Mazon, content acquisition director for Hulu.
With 33% of Hispanics subscribing to over-the-top services, compared with 25% of all U.S. households overall, according to a 2013 Centris Marketing Science report, Mazon said the Hulu Latino offering is an important component of the provider’s overall business.
During its upfront presentation on April 30, the network announced it has partnered with several producers of Latino-targeted content, including MundoFox, Caracol, Univision and Drama Fever to acquire exclusive content for Hulu Latino. That brings the network’s deals with Hispanic-based distributors to more than 60, according to Mazon.
The network also will produce its first Hispanic-themed original series in East Los High, a high-school-themed drama that features an all-Latino cast. The English-language series was originally an acquisition, but Hulu decided to pick up the production rights after its freshman campaign due to its popularity with Hulu viewers.
“I think [East Los High] is the beginning of what content is going to start looking like, and will inspire a lot of creators who have had an interest in doing this to do more of it,” Mazon said. “It takes a hit or so to say that it is possible.”
The service will also produce two reality shows, Mi Vida en Sayulita, which follows several teenagers spending spring break in Sayulita, Mexico, and Los Cowboys, about a Los Angelesbased competitive Mexican rodeo team.
While the majority of content is in Spanish, Mazon said the network is acquiring more Englishlanguage content that features strong Latino and Hispanic characters and storylines.
“It’s no secret that the younger generation is bilingual and we see that ourselves with the audience that we attract,” he said.
Mazon said the network is considering the development of additionall content verticals for other ethnic groups. The OTT provider is already focusing on the Korean drama category and features a “very robust” Japanese anime vertical.
“We’re in the process of acquiring more of other kind of verticals,” he said.