The U.S. Hispanic market is bigger than ever, with around 55 million people wielding an estimated $1.4 trillion in 2016. Time Inc. is leveraging its substantial reach in this group with the formation of a new platform offering streamlined access to the U.S. Hispanic audience, called Time Inc. Latino.
Time Inc. Latino is a digital network spanning all Time Inc.’s brands, including the site for flagship Spanish-language entertainment title People en Español, as well as a number of forthcoming launches set for 2018, such as People Chica, a title for young women and Planeta Fútbol, a soccer channel on the Sports Illustrated Web site.
The publisher’s new Hispanic platform will include development of both English and Spanish-language content, but the content push will be “English-led,” according to Time Inc., reflecting the shifting media consumption habits of Hispanic millennials. They increasingly consume content bilingually in a cross-cultural context.
The content will allow advertisers to reach Spanish-dominant, bilingual and English-dominant segments.
According to Time Inc., its various digital brands reach about two-thirds of the entire U.S. Hispanic adult population, with a total Hispanic audience three times the size of rival Univision’s digital network of sites.
Earlier this week, Time Inc. revealed it made a deal with Twitter to stream its OTT network PeopleTV on the social platform. Time Inc. will stream select real-time programming on the Twitter handle @PeopleTV starting November 20.
Advertisers will be able to sponsor and promote across both Twitter and the PeopleTV network. The two companies will share advertising revenue from ads sold on Twitter.
PeopleTV launched in 2016 as People/Entertainment Weekly Network (PEN) to produce short- and long-form programming covering celebrities, pop culture and lifestyle, but changed its name to the more recognizable PeopleTV this fall.