ViX (TelevisaUnivision), is reshaping its content strategy following a significant internal restructuring. The company is now prioritizing content that aligns with a ‘windowing’ model—leveraging its multiple distribution channels, including Las Estrellas and Univision, to maximize audience reach.
The shift was outlined during past edition of Content Americas in Miami by Arelys Carballo, VP of Programming at ViX, during a panel. She emphasized the importance of operating as a true multi-platform entity, ensuring that content can serve both the streaming service and the company’s linear channels.
Restructuring and strategic realignment
In December, ViX underwent major structural changes, where the company announced widespread layoffs. Despite these cuts, the service remains focused on refining its programming approach.
Carballo noted that the platform aims to strike a balance between shared content across platforms and original productions tailored to specific distribution channels. One example of this model in action is El Extraño Retorno de Diana Salazar. While its first season is airing on Univision, the second season premiered exclusively on ViX, with cross-promotional efforts driving viewers from linear TV to the streaming service.
The results of initial tests last year were promising, leading the company to deepen its commitment to this strategy. ‘We will see much more of this type of windowing content, which makes a lot of sense’, stated the executive in Miami.
Following the leadership changes, Rafael Urbina has taken on a supervisory role over ViX, while José Luis Fabila is now heading a newly structured Global Content Organization. Within this framework, Ignacio Meyer is in charge of local programming, and Olek Loewenstein oversees sports content.
A multi-platform future
ViX’s evolving approach was further reinforced at TelevisaUnivision México’s recent upfront, where presented its content slate for this year. Under the theme Incontenible, the event underscored the company’s multi-platform reach, which, according to Comscore, connects with 57 million unique users per month and reaches seven out of ten Mexicans weekly.
During the presentation, Emilio Azcárraga Jean, Chairman of Grupo Televisa, introduced Daniel Alegre as the company’s new CEO. Alegre emphasized that adaptability is key to the company’s strategy, stating, ‘The world has changed, and so have we. Audiences continue to seek unique content, and our offering is the most engaging in the market’.
Among TelevisaUnivision’s 2024 highlights in Mexico, the company pointed to the success of La Casa de los Famosos, which broke records with 213 million votes and a 73% increase in viewing hours on ViX. The platform’s news division, N+, was also recognized for its comprehensive election coverage, while exclusive Olympic broadcasts from Paris 2024 reached 47 million viewers across television and streaming.
Looking ahead to 2025
TelevisaUnivision is setting ambitious goals for this year, reinforcing its content strategy with new productions and exclusive events:
- Expanded telenovela offerings across multiple time slots.
- The return of classic titles like El Chavo del 8 and El Chapulín Colorado on Las Estrellas and ViX.
- A third edition of La Casa de los Famosos México.
- Broader sports coverage, including Liga MX, Liga MX Femenil, and the FIFA Club World Cup, along with Mexico’s national team matches leading up to the 2026 World Cup.
- Additional NFL content, featuring regular-season games, playoffs, and exclusive coverage of Super Bowl LIX.
- Continued expansion of N+ as a leading Spanish-language news provider across digital and traditional platforms.
