Warner Bros. Discovery US Hispanic (WBD USH) unveiled today “Más” (More), its 2024-2025 upfront strategy, introducing 10 brand new FAST channels along with an expanded content lineup. This strategic expansion aims to increase the digital footprint of WBD USH, significantly enhancing content offerings and advertising opportunities. “Más” focuses on delivering culturally relevant, engaging content that directly responds to the burgeoning market demand for programming that deeply resonates with US Hispanic viewers.
“Embracing the theme ‘Más’, we are thrilled to roll out a set of FAST channels that reflect the rich diversity of the Hispanic community,” said David Tardio, Vice President of Advertising Sales at WBD USH. “This expansion into the FAST space is an ideal extension of our digital offerings, creating unparalleled opportunities for advertisers to connect with this vital audience through fresh, engaging, and accessible content.”
WBD USH’s strategic rollout of its new FAST channels, set to launch by the end of this year, leverages its vast libraries to enrich leading FAST platform offerings with thousands of hours of compelling content. Scheduled in two phases, the initiative aims to enhance viewer engagement and diversify streaming options for US Hispanic audiences.
More Stories, More Voices:
With a stocked pipeline of original programming, engagement levels soaring and streaming offerings expanding, Warner Bros. Discovery’s U.S. Hispanic networks continue to be leaders in Spanish-language programming, boasting an incomparable programming catalog that delivers the best possible Spanish-language entertainment experience.
“With the introduction of our upcoming slate—meticulously curated to celebrate and elevate Hispanic heritage—we will be bringing fresh narratives, pioneering reality shows, and captivating documentaries that strike a chord with our diverse viewers,” Hortensia Quadreny, Vice President of Programming, USH. “With ‘Más,’ we are not just expanding our content lineup; we are reshaping how stories are told in our community, ensuring that every voice can be heard, and every story can be shared.”
Led by bold storytelling and eye-opening stories, upcoming hits for Warner Bros. Discovery’s U.S. Hispanic brands include: Mexicánicos: 10th Anniversary, Naked and Afraid S10, and Shark Week for Discovery en Español; Celebrity IOU S5, 90 Day Fiancé: The Other Way S5, and My 600lb Life S10 for Discovery Familia; and House Hunters, Girls Meet Farm S8 and The Great Food Truck Race S9 for Hogar de HGTV.
More Growth, More Engagement:
WBD USH demonstrated remarkable resilience and growth during the fourth quarter of 2023, achieving a +40% increase in primetime viewer impressions among adults 25 to 54, according to Nielsen[1]. During said period, the WBD USH networks collectively outpaced a decline observed across other aggregate Spanish-language cable channels. This growth trajectory has continued into the first quarter of 2024, as the WBD USH networks increased their aggregate share of Hispanic cable viewing by 2.8% among P25-54.
Moreover, WBD US Hispanic’s digital audience on Discovery en Español GO and Discovery Familia GO continues to grow at double-digit increases month over month, highlighting its expanding digital presence alongside its traditional media success.
The integration of CNN en Español into the WBD USH portfolio underscores its enriched network diversity. CNN en Español, along with Discovery en Español, Discovery Familia, and Hogar de HGTV, not only strengthens WBD USH content offerings, but also provides a robust and diverse platform for advertisers targeting the lucrative Hispanic market. This strategic inclusion has boosted the organization’s competitive edge, as evidenced by the unique viewership its collective network attracts: 15% to 19% of its audience has not watched traditional competitors in the 2023-24 season.
WBD USH networks audience is exclusive when compared to other Spanish-language cable networks, as 43% to 82% of WBD viewers did not watch the Spanish Language cable competition. This exclusivity highlights the unique appeal and trust that WBD USH commands among viewers. As WBD USH continues to expand, the company is committed to delivering ‘Más’—more engaging, more diverse, and more culturally rich programming, all designed to meet and exceed the expectations of its Hispanic audience, setting a new standard in entertainment.
[1] Source: Nielsen, NPOWER, Live+SD, 2023-24 to date: 09/25/2023 – 04/28/2024, Time Period Report, Primetime: Mon-Sun 7-11P.
Duplication Source: Nielsen, NPOWER, Live+SD, 2023-24 to date: 09/25/2023 – 04/28/2024, Reach & Frequency Time Period Report, Total Day, 75% Unification, 5 Minute Audience Qualifier.