Roberto Firmino of Liverpool was seen shooting under pressure from Eder Militao of Real Madrid during the UEFA Champions League Quarter Final Second Leg match between Liverpool FC and Real Madrid at Anfield on April 14, 2021 in Liverpool, England. Streaming platforms are recognizing the importance of live sports rights in order to expand their audiences, particularly among Spanish-speaking viewers. Media companies that already cater to Hispanic audiences, such as TelevisaUnivision and Canela Media, are increasing their sports rights and content offerings. Meanwhile, traditional English-language streamers like NBCUniversal’s Peacock, Disney’s ESPN+, and Amazon’s Prime Video are adding simulcast content in Spanish. This strategy aims to diversify viewership and advertising opportunities and tap into the growing Hispanic streaming audience.
Considering that Hispanic audiences spend nearly nine hours per day consuming media, with a majority of that time spent on TV viewership, streaming platforms are focusing on capturing their attention. A recent study by Nielsen found that Hispanic viewers spend over 50% of their viewing time on streaming platforms, surpassing the general population. By offering sports content in Spanish, these platforms can not only increase their subscriber base, but also attract new advertisers and customize ad content for the Spanish-speaking audience.
The popularity of soccer in the US has been a driving force behind the demand for Spanish-language sports content. Hispanic audiences have long been passionate about soccer, and the sport is gaining more momentum in American households. Disney’s ESPN+ recently acquired the rights to the Spanish league LaLiga for an eight-year period, further emphasizing the value of Spanish-language content.
Streaming platforms like Peacock have already witnessed the benefits of offering sports content. During the fourth quarter, Peacock added 5 million subscribers due in part to the 2022 FIFA Men’s World Cup in Qatar. Telemundo Deportes and Peacock provided Spanish-language broadcasts of the matches, contributing to the increase in viewership. As a result, more streaming platforms are exploring ad-supported subscription options to make their offerings accessible and convenient to a wider audience.
Paramount’s CBS, which holds the broadcast rights for the Super Bowl, will air the English-language version of the game on TV and streaming platforms. TelevisaUnivision, on the other hand, will broadcast the Super Bowl in Spanish in 2024, although the availability on traditional TV and streaming via Vix platform is still uncertain.
TelevisaUnivision is actively expanding its audience through the acquisition of more sports rights. Streaming offers an additional platform to air live games, particularly high-profile soccer matches. With multiple leagues scheduling games simultaneously, it can be challenging to secure broadcast slots on traditional channels. Streaming platforms provide a solution by allowing TelevisaUnivision to cater to different soccer fan bases and target specific audiences. TelevisaUnivision recently renewed its deal for the rights to UEFA’s Champions League and will also broadcast other major soccer events. The investment in sports rights has increased significantly over the past decade, with premium rights becoming a focal point for driving audience and subscriptions.
Overall, the inclusion of Spanish-language content on streaming platforms aims to attract and engage the growing Hispanic streaming audience. By offering diverse sports content in Spanish, streaming platforms can expand their subscriber base, open up new advertising opportunities, and enhance the overall viewing experience for Spanish-speaking viewers.
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