Tag

entertainment

Browsing

We are thrilled to announce that Stephen Brooks, EVP and Managing Director at VidaPrimo, is joining the Portada Brand Star Committee, one of the six units of Portada’s Council System. The Council System’s next in-person meeting will be at Portada Los Angeles on March 14 in Los Angeles’ Loews Hotel.

Stephen Brooks draws on over 20 years of experience in media and technology to build VidaPrimo into a first-class video network for Latin music. Stephen joined VidaPrimo in 2016 after several years as a consultant for start-ups in streaming media and mobile technology. He previously led North American marketing for Technicolor, specializing in broadcast and streaming media services.  At Warner Bros. and Paramount Pictures, Stephen guided the launch and adoption of new video formats, including DVD, Blu-ray Disc and Digital Download.
VidaPrimo is the largest multiplatform video network dedicated solely to Latin Music (and the #3 music network overall). VidaPrimo generates over 1 billion monthly impressions globally, primarily from consumers 18-39 who access music videos and original programming on a variety of platforms that include web and mobile streaming sites, mobile apps, subscription services, connected TV channels and more. VidaPrimo is headquartered in Los Angeles and Bogotá.
In occasion of Stephen’s arrival at Portada’s Brand Star Committee, we asked him to tell us more about VidaPrimo’s mission and plans.
Welcome, Stephen!
Portada: Could you tell us what is VidaPrimo’s main objective?
Stephen Brooks: Our main objective at VidaPrimo is to build a singular cross-platform video network destination for Hispanic music fans throughout the U.S., Latin America and Spain. We intend to make our content ubiquitous on virtually every screen: at home, on mobile, at retail and on the go.
 The Portada Council System Brand Committee is made up of many respected professionals whose experience in defining their product and creating compelling value for multicultural consumers will be incredibly useful for VidaPrimo as we grow.
Portada: What is VidaPrimo doing to achieve this goal?
Stephen Brooks: To accomplish this, we need to build our audience through expert branding, social media and influencer marketing, and advertising; expand our distribution footprint to new sites, apps, channels and services; and create a unique, viable and scalable brand integration product for advertisers to connect with passionate music fans.

What: We looked at the number of visitors at top websites to find out where Latin Americans (and particularly Mexicans) went searching for entertainment content in December 2017.
Why it matters: YouTube is the clear winner of the entertainment industry online for Latin Americans, and even more so for Mexicans.

When it comes to entertainment, consumers have a lot to choose from. In December 2017, Latin Americans went to a variety of sites providing not only videos and movies like Youtube and Netflix, but they also spent time looking for music, games, and general entertainment content in sites like MSN and Globo Entretenimiento.

Top 10 entertainment websites in Latin America

December 2017

Total Audience, Home & Work, PC/LaptopTotal Unique Visitors (000)
Total Internet: Total Audience193,562
Entertainment164,792
1YouTube132,877
2Netflix31,068
3Spotify20,015
4Webedia Sites14,972
5MSN Entertainment13,572
6UOL Entertainment12,937
7Globo Entertainment12,342
8iTunes9,129
9Fandom Powered by Wikia7,154
10MUSICA.COM6,970
    [Source: comScore]
  • From all users who visited websites in December, 85% looked at entertainment sites online.
  • Among those users, a staggering 80% went to YouTube, while only 18% watched Netflix content.
  • Spotify was right behind Netflix with 12% of users.
  • General entertainment sites including news, games, and videos, like MSN and Brazilian sites UOL and Globo had 9%, 8.2%, and 7.4% respectively.
  • Wikia Fandom Pages were visited by 4.3% of entertainment website users, while musica.com, a website dedicated to music videos and lyrics, was close behind with 4.2%.

Top 10 entertainment websites in Mexico

December 2017

Total Audience, Home & Work, All PC/Laptop and Mobile DevicesTotal Unique Visitors/Viewers (000)
Total Internet: Total Audience64,655
Entertainment59,225
1YouTube52,982
2Spotify14,713
3VEVO13,470
4Netflix13,463
5Warner Music11,208
6Cinepolis Sites6,333
7Azteca Internet5,838
8iTunes5,395
9MUNDO.COM5,334
10Televisa Entertainment5,131
  • When looking specifically at Mexican audiences, we find that 91% of total internet users visited entertainment websites either on a PC or on their mobile devices.
  • YouTube is the most successful entertainment website in Mexico; 89.4% of users looking for entertainment visited the site in December.
  • Following YouTube from afar was Spotify, with 24% of entertainment audiences.
  • VEVO and Netflix were tied behind Spotify with 22.7% each.
  • Warner Music, a website devoted to articles, news, and reviews, had 18.9% of entertainment viewership.
  • Mexican viewers showed interest in entertainment related to Cinema. 10.6% of viewers visited Cinepolis Sites.
  • The next three spots had very similar numbers of visitors. Azteca Internet received 9.8%, iTunes 9.1%, and Mundo 9%.
  • Televisa closed the ranking at the 10th spot with 8.6% of entertainment viewership.

What types of content are associated with entertainment? What are the preferred platforms in Latin America? Where do they come in on the rankings? The responses to these questions and more, according to comScore’s 2016 classifications.

87% of Latin American users visited entertainment platforms in April 2016.

Source: comScore Media Metrix, Latin America, Total Audience, Home and Work, PC/Laptop only, Abril 2016Total Unique Visitors (000)
    Total Internet : Total Audience194.872
    Entertainment170.368
1    YOUTUBE.COM132.670
2    MSN Entertainment19.439
3    Globo Entretenimento18.540
4    UOL Entretenimento18.536
5    R7 Entretenimento18.105
6    Netflix Inc.17.605
7    Webedia Sites17.250
8    Spotify11.227
9    Terra Entertainment11.004
10    MUSICA.COM10.994

YouTube, the Google video platform, led the rankings, coming in far ahead of the others: during the informed month, 78% of the users in this category chose to consumer audiovisual content on this platform. This is no small detail, as online video is the principal activity that users engage in when looking for entertainment online.

The rest of the platforms that appear on the rankings come in far below YouTube (in terms of unique users per month).

The “entertainment” section for the MSN, Globo, UOL and R7 portals (together and individually) received 11% of users, while Terra attracted 6%.

Netflix, the paid movie and series platform, received 10% of users in the region in April 2016 that tend to seek entertainment online. This reveals a certain tendency for LatAm users to consume legal audiovisual content, which they are willing to pay for.

Webedia, (the global network of leisure services: movies, video games and e-sports, cooking, glamour and travel), received 10% of the users interested in entertainment topics.

13% of users chose musical consumer content as part of their online entertainment activities. This is observed through the presence of Spotify and Musica.com on the rankings, with 7% and 6% of the visitors, respectfully.

What are the most notable habits of Latin American Internet users? What are their priorities when it comes  to consuming different media? What categories do they prefer? The answers to these questions and more, according to comScore’s December 2015 rankings.

Source: comScore MMX, Latin America, December 2015, Home and Work, Top Categories, PC/Laptop OnlyTotal Unique Visitors (000)% ReachTotal Minutes (MM)Total Visits (000)
Total Internet : Total Audience182.473100,0217.8698.224.576
1    Services178.15797,635.5815.310.178
2    Social Media166.13791,065.0323.917.516
3    Search/Navigation164.68890,36.8013.058.071
4    Portals164.10189,927.0053.439.753
5    Entertainment163.89489,842.9962.781.671
6    News/Information120.57366,17.3471.211.204
7    Directories/Resources119.48565,53.135718.511
8    Retail119.24965,45.718854.644
9    Technology104.37557,21.415440.690
10    Lifestyles102.19256,02.765519.385

E-mail, Download Sites and Web Hosting Among the Top Activities

97,6% of resident users in Latin America tend to use services like e-mail, downloads and web hosting as a part of their primary online activities. The total number of visitors in this category puts it in first place in the rankings, even above social networks and search engines.

Social Networks Before Search Engines

While the difference is less than a percentage point, social networks are ranked above search engines. This is interesting, as Google sites typically occupy the first stop in comScore rankings (although if we only considered the search engine, Google would probably be ranked lower in those rankings0. Of course, the classification analyzed in this article, within the category of Google “search engines,” Google is not the only in the region, although it is the most emblematic and visited of the group.

In this ranking, when it comes to the amount of visitors, there is almost no difference between social media platforms and search engines. Nonetheless, inequality appears with respect to the amount of time users stay on the page: the minutes that users spend on search engines represents 10% of those spent on social networks. There is a reason for this: generally, search engines resolve users’ consultations in seconds, while social networks generate an engagement that is reflected in the total number of minutes spent on these platforms.

Similarities in Portals and Entertainment

It is interesting to observe how portals and entertainment sites are visited by the same percentage of users. While they appear individually on the rankings (due to their particularities), what is certain is that portals also tend to satisfy certain entertainment needs by the users.

When it comes to visitor behavior, certain difference are observed: while the amount of minutes on portals is less than that of entertainment sites, the number of visits to portals is larger than that of entertainment sites. In this sense, portals observe “less time on the site and more visits,” while entertainment sites observe “more time on the site, and less visits.”

Another interesting point is that the amount of unique users in each category is similar to that of visitors in the social media category (which should not be ignored when evaluating the reach of the “portal” and “entertainment” categories, individually).

News and Information in Sixth Place

Only some Latin American countries prioritize news and information sites. This is reflected in the rankings, in which this category comes in sixth with 66% of the visitors, below the entertainment category.

Inquiries for Useful Data, Visited by 65.5% of Users

65.5% of users use directories, maps and wikis to resolve everyday problems (according to the rankings for Directories/Resources on the rankings).

Retail, Technology and Lifestyle

In the last three spots are retail (65.4%), technology (57.2%) and lifestyle (56%). What’s interesting is the connection between the three categories: some technology sites have a direct connection to retail sites, and both categories are very associated with lifestyle.

Join us at PORTADA Mexico!