U.S. HISPANIC Versión en español
Adrián Santucho from Básico: “We Launched The Digital Channel Because We Believe There Is A Need For Live Content For Young Hispanics”
Cynthia Plohn| 26 de abril de 2025
Adrián Santucho:"Streaming channels on YouTube are a success in Argentina, Colombia, Chile, and Mexico, and there’s no reason to think it won’t soon become a strong trend in the U.S."
Básico Stream is a digital channel based in Miami that launched on Tuesday, April 15, 100% aimed at the U.S. Hispanic market. It was created by Adrián Santucho, Leo Lavazza, and Alejandro Pimentel from the production company 360 Powwow. Although it’s an independent project from the company, it has their support.
Santucho, who is CEO of Básico, told PRODU they launched the channel because they felt there was a major need for live content that connects with Hispanics in the U.S., especially younger audiences.
“Básico was born from that observation: to give them a voice, spaces for conversation, and authentic entertainment, without filters and without pretensions. Listening to our audience and to our talents led us to the decision to launch the channel,” he explained.
He believes the Hispanic market still has a lot of potential because it is constantly growing; it is a large, expanding community with purchasing power, highly active on social media and digital platforms, yet still underrepresented in terms of content that truly speaks their cultural language.
PROGRAMMING
In its first phase, Básico Stream will feature two daily original shows: Lo Dije O Lo Pensé (from 10am to 12pm) and Y Llegamos Tarde (from 12pm to 2pm), airing on YouTube, Twitch, and Kick.
Lo Dije O Lo Pensé
Santucho said both shows have hosts with strong personalities and unique points of view. They cover everyday topics: current events, social media, relationships, entertainment, and pop culture. He describes it as agile, spontaneous content with direct audience interaction.
Lo Dije O Lo Pensé is a daily show hosted by four women from different nationalities and personalities.
Y Llegamos Tarde is hosted by Juan de Montreal and Daniela Di Giacomo, along with Checho and Vicky “La Chama,” who collectively reach millions of followers on social media. It airs from 12 to 2 p.m.
Y Llegamos Tarde
Both programs will also be available on-demand, with clips and highlights shared daily on TikTok, Instagram, and Facebook, reaching an estimated audience of over 37 million followers.
More content will be added in the coming months.
AUDIENCE
The programming targets mainly U.S. Hispanics between 18 and 45 years old — second and third generation — who consume content on platforms like YouTube, Twitch, and TikTok.
REACHING BRANDS
Santucho pointed out that brands are looking for authentic spaces where their message can have a real impact, and Básico provides a participative, connected community with a direct relationship with the content.
“That’s worth a lot today. You have to build a consumption habit in the audience and then show brands that they can work with Básico to reach potential customers creatively, with quality, curated, and spontaneous content,” he added.
Currently, they have no sponsors, and although they haven’t launched any marketing or cross-promotion campaigns yet, they have already received very positive feedback from agencies, brands, and companies interested in learning more and joining the project.
“Streaming channels on YouTube are a success in Argentina, Colombia, Chile, and Mexico, and there’s no reason to think it won’t soon become a strong trend in the U.S. We want to build a loyal, active, and growing audience, while at the same time developing a commercial model that is sustainable and attractive for brands that want to connect with this new generation of Hispanics,” Santucho concluded.
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