Maker Studio Teams with MiTu to Produce Latino YouTube Content Aimed at a Growing Hispanic Presence Online
|Just in time for National Hispanic Heritage month, a YouTube multichannel network owned by Disney has recently teamed up with another multichannel network, MiTu, to create branded and original content for the quickly growing Hispanic-American market.According to Variety, Maker Studios made an exclusive deal with MiTu to begin creating content aimed at Hispanic audiences and will enlist the Latino talent involved in MiTu’s hundreds of channels. The content will be in both Spanish and English.
MiTu has a very large audience — they claim to have more than 470 million views per month and 55 million subscribers worldwide. The deal was reached after MiTu raised $10 million in funding led by one the of the first investors in Maker Studios, Upfront Ventures.
As other advertising and marketing efforts aimed at Latinos fall flat, this partnership allows marketers another avenue to try to reach them, and it’s a pretty worthwhile one.
According to The Hollywood Reporter, Maker Studios’ head of sales Jason Krebs says, “Hispanic millennials in the U.S. are avid viewers of online video across all platforms. Teaming up with MiTú allows us to meet the demands of so many of our brand partners who want to connect with today’s young generation of Latinos, as well as provide this service to new advertising partners.”
The internet is already a staple of marketing in the digital age. According to Pew Internet research, almost 60% of people have researched a product or service using the internet, and this number is increasingly becoming comprised of Hispanics.
According to Latin Post, there is a higher percentage of Hispanics on social media (80%) than the general public (72%). Hispanics also frequent sites like YouTube and Twitter for shopping, personal, and professional purposes more often than non-Hispanics.
The partnership between MiTu and Maker Studios comes at the perfect time to take advantage of a growing Hispanic presence online. Furthermore, current advertising efforts aimed at the Hispanic community often miss the mark due to things like poor translations and a general lack of understanding of the nuances of Hispanic-American culture.
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