Cox hopes ‘Glosi’ SVOD service can draw valuable Hispanic OTT audience

By Jim O'Neill on Aug 02 2016 at 3:15 PM
Cox hopes ‘Glosi’ SVOD service can draw valuable Hispanic OTT audience

The race to capture the hearts and minds (not to mention pocketbooks) of Hispanics in the U.S. will soon be adding another streaming video entity: Glosi.

The soon-to-launch service from Cox Communications (it’s set to debut later this month) will be subscription based and ad free, according to the Atlanta-based pay-TV operator.

"Glosi is a Hispanic-focused video streaming service and online portal with thousands of hours of exclusive content and original programming," said Todd Smith, executive director, media relations for Cox. "Glosi's unique buzz section combines compelling content with the look and feel of a premium entertainment magazine, allowing subscribers access to behind the scenes exclusives, social media updates of cast and crew, and much more.”

The $9.99/mo. service will allow as many as five users on the same account, up to two simultaneous streams and has no contract.

Cox said Glosi content will include a mix of telenovelas, sports, reality television series, news programming, feature films and movies, video clips (both Spanish-dubbed versions of American films and imported films produced in Spanish-speaking countries) and entertainment news articles.

Glosi will be available on iOS and android smartphones and tablets and is available for download from Apple’s App Store or the Google Play Store for Android devices.

Cox was offering subscribers a one-week free trial along with discounting the price to $7.99/mo. for pre-launch subscribers. It also offered a three-month deal for $17.97, 40% off the regular price, and two-free weeks to the first 500 subscribers until July 31.

Why the focus on Hispanic Viewers?

Hispanics in the U.S. increasingly are seen as power viewers to content owners, streaming and pay-TV operators. And, while Hispanic make up just 17% of the overall population, 21% fall into the Millennial category; “Hispanic Millennial” is the fastest growing demographic in the United States.

A Think Now Research study in 2015, meanwhile, found that nearly half (48%) of Hispanic Millennials were regular bingers, watching three or more shows back to back. But even older Hispanics – aged 35-65—binged regularly, some 32%. And, said the study, 60% of Hispanics said they watched an entire show in a single weekend, compared to 49% of non-Hispanics. And, when it comes to Super Binging (8+ shows in a single sitting) Hispanics over index again, 10% to just 3% of non-Hispanics.

Content companies and broadcasters haven’t missed the viewing trends.

Spanish-language broadcaster Univision, for example, launched a streaming channel in November, Univision Now, offering live streaming of Univision and UniMás, catch up TV and even live sports. Dish Network’s virtual MSO, Sling TV, is loaded with Spanish-language content from more than a dozen channels.

Streamers also have capitalized, with Netflix offering its original Spanish language show, Club de Cuervos, along with crossover hit Narcos. Hulu has its own original series aimed at Hispanics, East Los High, and even Amazon, while not having a Spanish-language original, does offer Gael Garcia Bernal in the lead role of its highly acclaimed original, Mozart in the Jungle.

Hispanic viewers are a force to be reckoned with, especially online. And, with appetites for OTT content growing, the race is a long way from over.

Stay tuned.

Follow me on Twitter @JimONeillMedia and on LinkedIn

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