Condista: Hispanic market continues to grow

PRODU.com – October 29th, 2019

Burke Berendes, partner of Condista, feels that they are lucky because the Hispanic market continues to grow in two areas: One, the market in general, and two, even though people talk about cord-cutting and pay TV losing subscribers, packages in Spanish continue growing.

“Last year was probably the hardest in our history, but regardless, there was net increase and next year we will be back to what we had been doing, in average a 5% annual growth for the Hispanic packages of all the pay TV subscribers,” he expressed.

He mentioned, nevertheless, that attention to the Hispanic market has always been a challenge because not all big operators cater to the segment at the same time and with the same intensity.

“We have never had a situation in which all the big affiliates are seeking the Hispanic market at the same time. When they are very successful in the Hispanic market and for some reason they take their foot off the accelerator, their growth decreases and they don´t do as well. Then, someone comes and does an analysis the following year and the interpretation is that the Hispanic market is no good anymore. The market is perfectly fine, the problem is that you are not seeking the Hispanic market, so your package isn´t doing as well as it was a year ago. Our answer has been to share the best practices in the entire industry with our clients,” he sentenced.

The executive ended saying that they are “cautiously optimistic” that in 2020 Verizon, Charter, Altice, DIRECTV, Dish and Comcast, the six biggest affiliates in the US, are all after the Hispanic market at the same time.