Univision Turns to MiTU for Short-Form Videos About Food, Culture and Beauty

MiTu’s channels reach more than 40 million people on YouTube

Last Updated: July 10, 2014 @ 7:44 PM

Univision has bolstered its online video offerings by signing a syndication deal with MiTu, the leading network of YouTube channels aimed the U.S.-Hispanic market. Univision will distribute short-form videos from the hundreds of channels in MiTu’s network across its online properties, uvideos.com in particular.

Univision is the leading Spanish-language broadcaster in the United States, but it does not have a similar foothold in the world of short-form content online. MiTu can help with that.

Its channels reach more than 40 million unique viewers each month on YouTube, connecting to one of the youngest and fastest-growing segments of the domestic populace. Those channels host videos about food, culture and beauty, among other subjects. MiTu’s network began with a focus on the female-oriented lifestyle category, but has since expanded into video for men as well.

Also read: Viggo Mortensen: Why Don’t Spanish-Language Films Get Any Respect?

“These guys are answering a need not being met by anyone in the industry,” MiTu chief revenue officer Charlie Echeverry said of the creators in his network. “From my experience with the U.S.-Hispanic market, most of the emphasis has been around producing very limited content offerings, things that appeal to the audience in aggregate form – big sporting events and big beauty stuff. There are a lot of other categories that haven’t been fully explored.”

Echeverry said the company would look to sign many more deals like this, which introduce MiTu’s creators to new audiences and generate additional revenue. Every network on YouTube is looking to build its audience off the platform, and MiTu and Univision will share in the advertising revenue from the videos that air on Univision’s sites.

“As you can imagine there are more of these kinds of things in the work – getting content distributed across both blue chip avenues and owned and operates platforms,” Echeverry said. “The idea is to get the content far and wide, to put us where people are.”