Telemundo’s digital expansion efforts have reached a significant milestone. The Spanish-language network has surpassed 10.6 million subscribers on its main Telemundo channel, passing the 10M mark July 1. It is the only U.S. television broadcast channel to have that many subscribers, regardless of language, according to YouTube June 2020 data.
Telemundo has been building its YouTube presence and audience, since it launched its main channel in 2011. It took four years for that channel to reach its first million. It zoomed past 10 million in the last 5 years.
“Telemundo is a pioneer on YouTube and over the past nine years we have innovated and grown our respective businesses,” says Peter Blacker, Executive Vice President of Revenue Strategy & Innovation.
Since the launch of the Telemundo main channel, the company has created other popular YouTube channels, launched over a four-year span, most of which exceed a million subscribers. In 2012: Telemundo Novelas (7.1 million), Telemundo Entretemiento (2.4 million) and Un Nuevo Dia (1.2 million); in 2013: Noticias Telemundo (3.2 million), Telemundo English (2 million); in 2014: Al Rojo Vivo (3.1 million), and in 2015, Caso Cerrado (8 million). Two other YT Telemundo channels – for Deportes and gossip show Suelta La Sopa – have less than a million subs.
“We test and iterate based on data and insights from our fans behavior on this platform. The data showed us that fans are looking to be a part of a community that engages with them in a meaningful way, so each channel serves a specific audience need,” explains Blacker.
Through all its YouTube channels, Telemundo has a combined 35 million subscribers across its portfolio. The company says that collectively, they’ve watched more than one billion hours of its content.
According to Blacker, it’s all part of a broader cross-promotional strategy that will help push viewers to its current broadcast, digital and new platforms.
“Most of the promotion is done from YouTube to broadcast TV so viewers can watch our linear programming and as we launch Peacock we will also be driving viewers there,” he states.
“The milestone of 10MM YT Subscribers for Telemundo is important in that now we have a bridge that we can use to drive full episode consumption on Peacock. Our YouTube fan base is used to consuming clips of content versus long form. With over 3,000 hours of Hispanic long-form content launching in 2020 on Peacock, we will kick off on July 15 with our first Hispanic Fan Event on our YT Telemundo channels, a digital Cast Reunion from some of Telemundo’s most iconic shows.”
The YouTube channels offer clips of Telemundo’s content. Full episodes are available on the Telemundo app and in the upcoming Peacock streaming service.
In comparison, rival Univision’s main YouTube channel currently has 4.58 million subscribers and its Uninovelas YT channel, 2.11M subs. Only the Univision Noticias channel has 4.92M subs – more than double Telemundo’s YT news channel.
According to Telemundo, its viewers tend to be young, bilingual, and ambicultural, and those demographics are mirrored among its YouTube subscribers, who are mostly between the age of 18 – 34.