Warner Bros. Discovery U.S. Hispanic shows a market share rise in all its networks

Warner Bros. Discovery U.S. Hispanic reports a 12% increase on average in its coverage share of viewing in 2022-23 across its portfolio of networks. Ahead of the 2023-24 Upfront season, Warner Bros. Discovery U.S. Hispanic shows continued growth in the Spanish-language marketplace, as it expands its reach amongst the U.S. Hispanic consumer through exclusive access to around-the-clock Spanish-language content in diverse genres including Home, Food, Adventure, Motor, Animals, and more.

“As multicultural marketing becomes increasingly important, more brands are partnering with us to forge genuine connections with U.S. Hispanic consumers,” said David Tardio, Vice President, Advertising Sales and Integrated Marketing, Warner Bros. Discovery U.S. Hispanic. “We offer a comprehensive solution: valuable, proprietary insights into the Hispanic viewer, and an engaged audience watching and streaming our shows in their native language. This premium partner experience distinguishes Warner Bros. Discovery U.S. Hispanic from the rest and cements our status as a market leader.”

With U.S. Hispanics/Latinos constituting just under 18% of the U.S. population, it is essential for advertisers and content creators to target this growing demographic. By providing culturally relevant content, exclusively in-language, across various platforms, Warner Bros. Discovery U.S. Hispanic is positioned to help brands reach this significant portion of the population.

DISTINGUISHES BRANDS
With the merger of WarnerMedia and Discovery, Warner Bros. Discovery U.S. Hispanic has incorporated CNN en Español into its dynamic range of distinguished brands, including Discovery en Español, Discovery Familia, and Hogar de HGTV. This combination fosters cross-network content collaborations and offers advertisers an exceptional opportunity to engage with a highly desirable Hispanic audience.

Warner Bros. Discovery U.S. Hispanic’s four networks have been successful in engaging viewers through culturally relevant and relatable programming, top-tier talent, and strong partnerships with much more to come in the 2023/24 upfront season. The upcoming slate for Warner Bros. Discovery’s U.S. Hispanic brands includes returning hit series such as "Mexicánicos" and "Remodelaciones con Celebridades", in addition to new seasons of top titles such as "Supervivencia al Desnudo" ("Naked and Afraid"), "Todo en 90 días" ("90 Day Fiancé") and "Rodando por América" ("Diners. Drive-Ins and Dives").

“The influence of Latinos continues to rise, and their stories, experiences, and passions are central to our content strategy,” said Andres Mendoza, Vice President of Programming at Warner Bros. Discovery U.S. Hispanic. “Our viewers seek authentic stories that celebrate the richness of Latino culture. By developing original content with the Hispanic viewer in mind, we continue to deliver a bold and engaging entertainment proposition for our audience.”

"CNN en Español is the leading news brand for unbiased and relevant news and information content to U.S. Hispanics, in addition to a wide array of related content including DocuFilms, entertainment programming, health-focused content and more”, said Cynthia Hudson, Senior Vice President & Managing Director of CNN en Español and US Hispanic Strategy CNN. “CNN en Español is the perfect complement to the extensive range of genres presented by Discovery en Español, Discovery Familia, and HOGAR de HGTV. This consolidated portfolio delivers unparalleled content offerings within the US Hispanic TV, Digital, Audio and streaming platforms."

DIGITAL ASSETS
Warner Bros. Discovery’s U.S. Hispanic digital outlets include two streaming apps – Discovery en Español GO and Discovery Familia GO – as well as VOD channels and YouTube sites. These digital assets cater to a different user base, giving advertisers a natural reach extension beyond WBD’s linear options. Discovery en Español GO and Discovery Familia GO boast two of the largest libraries of real-life entertainment streaming in Spanish-language with over 13,000 titles available, and it continues to grow yearly at a rate of about 13% in the volume of titles available.

In the current season, over 115 million minutes have already been consumed on Discovery En Español GO and with more titles available, there has also been an 8% increase in the average user session duration.