Univision plans on squeezing a little more juice from its novelas. The company announced today it will repackage 17 of its most popular months-long novelas into shorter versions and calling the effort Novelas Xpress.
The “concentrated” novelas will be 15 hours in total length or less and be available via desktop as well as mobile.
Among the novelas that will be “xpressed” are Amores Verdaderos, El Triunfo del Amor, La Madrastra and Rosa Salvaje. Eight Novelas Xpress will only be available on UVideos, and nine through a partnership with Hulu. Univision has worked with Hulu since 2011.
Univision is looking to capitalize on Hispanics’ digital media consumption by making available more short-form video content, particularly for mobile.
According to a recent report by Nielsen, Hispanics are consuming digital media at an exceptional rate, boasting the highest engagement and time spent interacting online and, more specifically, with their mobile devices:
- Hispanics are spending 13% more time than the overall population using an App or browsing on their smartphone every month
- Hispanics are spending 39% more time than the overall population watching video on their smartphone every month
- Hispanics spend 11+ hours each month watching digital video
According to the company, Univision’s Digital growth is driven by mobile consumption; Univision had 31 million mobile visits in October 2014 and Univision’s mobile reach has grown 124% since October 2013. The majority of Univision Digital’s audience only uses a mobile device to access content (76%).