Steve Mandala of Estrella Media: In the world of streaming, the user’s option is No. 1

In the United States at present there exist no less than 1,400 FAST channels and of those, some 252 are in Spanish, 85 percent of the audience of Hispanic TV content report that they watch the streaming of some of their weekly TV programs, seven out of ten Hispanic homes have smart TV and 40 percent of the people in those homes only watch streaming.These figures were part of the presentation made by the Estrella Media panel at the IAB NewFronts where Steve Mandala, Chief Revenue & Local Media Officer of Estrella Media; Jacqueline Hernandez, CEO and co-founder of New Majority Ready; Rene Santaella, Chief Digital & Streaming Officer of Estrella Media, and Emilio Aliaga, Chief Digital Officer of TV Azteca participated. In the panel, titled The Hispanic Digital Opportunity: Estrella Media’s Solution, Hernandez expressed that young and multicultural demos are driving growth in the digital market. “In the streaming world consumer choice is number one. Hispanic content is driving fandom or fanaticism. Hispanics are driving a seismic shift in the market and we are building on what those consumers want,” said Mandala, who mentioned his new team for advertising sales representation: Estrella Media Audience Solutions (EMAS).