Today, TelevisaUnivision’s Spanish-language streaming platform, ViX, launched its microcontent, which looks to shake up advertising on a macro level.
Microdramas are short-form, vertical scripted series designed for mobile devices. The first five episodes will premiere on ViXMicro’s social media channels for free across Instagram, TikTok, Facebook, and X, while subsequent episodes will be made available exclusively on the ViX app. There will also be plans to release microcontent in the comedy and reality genres in the future.
The first six original titles that premiere today include El regreso de la Heredera Fugitiva, Te escribà antes de conocerte, Intensamente Victoria, Me fui gata volvà perra, ¡Mamá, no me dejes morir!, and Destinada a ser la dueña. New microcontent will premiere weekly starting July 25, with 40 original series through 2025.
Rafael Urbina, president of streaming and digital at TelevisaUnivision, said he is excited about the premiere of ViX’s microcontent, as it has been a project the company has been working on amid the platform’s growth across its free and premium tiers, both in the United States and globally.
ViX, which offers over 80,000 hours of on-demand content and more than 80 streaming channels in Spanish, reported last year that it hit 50 million monthly active users.
“We’ve amassed quite a large installed footprint on mobile devices,” Urbina told ADWEEK. “Even though most of the consumption for streaming long-form is on connected TV, there’s a lot of discovery that happens on mobile devices, and we identified that there was an opportunity to do more with this mobile-first audience.”
Urbina said that TelevisaUnivision’s superpower has always been storytelling in a culturally relevant way that is targeted for specific audiences. He added that extensive research was key in the development of its microcontent and microdramas, referring to how they saw how that concept of vertical medium storytelling has been popular in Asian markets.
“We went for it from a product perspective and built an interface and UX that could deliver these to consumers, and also from a content production perspective,” Urbina said. “We run the production pipeline to be able to do this at scale, and we’re super excited to bring these to consumers.”