What: Discovery Communications announced an investment in and strategic partnership with digital media company Batanga Media.
Why it matters: This is the first investment of a major media company in Batanga Media. Discovery will now provide Batanga Media consumers with short-form video. Discovery will also gain access to Batanga’s’ millennial audience in the U.S. Hispanic and Latin American markets. Traditionally off-line media companies like Discovery have over the last few years made substantial investments in a new breed of digital media companies like Batanga Media.
Discovery Communications announced it has made an investment in and formed a strategic partnership with Batanga Media, the largest independent digital media and content company for Latin America and the U.S. Hispanic market. The amount of the investment and the size of Discovery’s stake was not disclosed.
Batanga Media is prominent across all platforms, having attained a monthly social reach of 215+ million, with an increasing fan base:
· 40+ million Facebook followers
· 90+ million uniques across Batanga Media’s owned-and-operated properties and social channels, which include: Vix, Batanga, iMujer,and Bolsa de Mulher
· 780+ million video views in November 2016
· 8+ billion social impressions in November 2016
More Viewers Across More Screens
Building on its long term strategy to engage more viewers across more screens than ever before, the deal will enable Discovery to give consumers improved access to a new and exciting range of Discovery content, attracting young passionate enthusiasts that advertisers want to reach, through Batanga Media’s strong base of millennial audiences.
Batanga Media’s proven expertise in creating content that engages audiences across social and mobile platforms, will support Discovery’s efforts to super-serve its audiences throughout Latin America and enable advertisers the opportunity to reach their desired audience cross-platform via linear, digital and social. The new partnership will also allow Discovery to leverage Batanga Media’s data-driven content creation process.
The partnership between Discovery and Batanga Media will include a commercial agreement that will enable advertisers to reach their desired audience via true 360 opportunities across linear, digital, and social platforms.
Enrique R. Martínez, President and Managing Director of Discovery Networks Latin America/US Hispanic highlighted this deal as the start of a strong new partnership with incredible brands, reach and scale. “Our investment in the largest independent digital content company in Latin America shows Discovery’s commitment to grow even further within the region, to build our presence across new platforms, and provide an unmatched service for superfans across all screens, engaging new audiences with best-in-class content and providing our advertisers unique branded content opportunities in a digital and social environment.”
Rafael Urbina, CEO, Batanga Media said “This is a winning scenario for us, allowing our company the opportunity to remain independent and build our own future, while at the same time, having the support of one of the best media and entertainment companies in the world. Together, we will have more influence; we will be better partners to our advertisers; and most importantly, we will be able to make an even bigger impact and continue to stay ahead of the market.”
Martinez and Michael Bremer, CFO & COO of Discovery Networks Latin America/US Hispanic will be joining the Batanga Media Board. In addition to Discovery, Batanga Media’s other major investors include HarbourVest Partners, H.I.G. Ventures and Tudor Ventures.
The deal follows a US $ 100 million investment by Discovery in November, which led to the formation of Group Nine Media, one of the world’s largest digital first, social video companies, with brands including The Dodo, NowThis, Seeker and Thrillist.