Are you launching a product into a new market? Learn how C Space’s strategic insights helped Univision build a new brand for a completely new audience and launch their Latin American streaming service, ViX.
For decades, Univision has elevated Latin culture through diverse Spanish-language programming across North America. We were challenged with creating the new brand and developing the product launch strategy for a premier Spanish-language streaming service for a global Latin audience and ultimately an icon of Latin cultures.
Inspired by insights garnered from an Online Community made of over 800 consumers across eight Spanish-speaking markets, the importance and understanding of diverse rich cultures was paramount for this audience. We turned to consumers to help us think through how to reach the incredibly diverse audiences we needed across the vast cultural mosaic that is Latin America. We got vulnerable, asking pointed questions about their lives, their needs and desires and what would inspire them to care.
With C Space, Univision gained strategic growth tools to activate the ViX brand through a market-specific demand space segmentation that mapped viewers’ unique needs and behaviors. This segmentation created a clear roadmap connecting the brand strategy to real consumer experiences, guiding targeting, messaging, market entry, and competitive positioning across Univision teams.
As a result, ViX became the largest dedicated Spanish-language streaming service globally, boasting over 25 million monthly active users on its free tier. The platform’s success was further recognized with Apple TV’s 2022 App of the Year award—the first Spanish-language app to earn this honor—and Google Play’s Best App of 2022 in Mexico.
Our growth-oriented strategy is supported by ratings increasing 23% in the Univision network, the highest among all major U.S. networks.
