WAWA to Launch YouTube Channel in Partnership with Yolu

With representatives from 15 different countries in attendance, WAWA unveiled plans to launch a YouTube channel in partnership with Yolu during a virtual meeting led by Roxana Rotundo, Chairwoman of the association’s Board, and Tamara Oliveri, Sr. Head of International Content Latam & US Hispanic at Yolu.

“YouTube is the number one platform for watching content. We wanted to create a channel that brings together content from WAWA members,” said Rotundo. She clarified that the channel will not focus exclusively on women’s content, but rather on all genres represented by WAWA members, and that it will not require exclusivity.

The main reason for launching a YouTube channel is to create a new source of monetization for WAWA members.

Rotundo noted that Oliveri, who previously worked at Mega Chile and has been with Yolu for one year overseeing the Latin American region, has strong knowledge of the YouTube ecosystem.

Under the agreement, 80% of the channel’s revenue will go to the content creator, while 20% will be allocated to WAWA to support its operational plans.

ONE YEAR IN LATAM

Oliveri explained that Yolu manages more than 500 YouTube channels worldwide and has 10 years of global experience, including one year in Latin America since she joined the company. “Yolu was created to monetize content,” she said, adding that the company generates 4 billion views annually.

Tamara Oliveri, Sr. Head of International Content Latam & US Hispanic at Yolu

“As a Multichannel Network, we have learned to navigate YouTube’s algorithm changes. The algorithm shifts every three to six months, so you have to stay alert and understand how it’s being reorganized,” Oliveri explained. She added that Yolu maintains a close relationship with Google, often gaining first-hand insight into platform changes, which they share with partner channels.

Yolu’s goal is to deliver measurable results, scale audiences, and maximize channel profitability. Its services include content licensing and monetization, Channel Management, and Anti-Piracy (Content ID).

YOLU’S KEY ADVANTAGES

Full-cycle content management

-Handles all YouTube operations: channel launches, optimization, analytics, and anti-piracy

-No need to expand internal staff

-Each title is published three to four times per year across different Yolu channels, generating more views and revenue

Analytics, reports, and insights

-Daily data-driven approach

-No templates: each title is evaluated based on its unique growth potential

-Transparent monthly reports covering ad revenue, subscription revenue, Shorts monetization, and claims income

Anti-piracy on YouTube and beyond

-Daily monitoring of illegal copies on YouTube and other platforms

-Average takedown time: 24 hours

-Clear metrics showing how anti-piracy efforts translate into real revenue

Oliveri cited several case studies, including Great Movies, a company Yolu began working with last November under a non-exclusive agreement covering a 34-film package. In just two months, the content generated 4.4 million views. “We’ve now been able to reactivate the film library across different Yolu channels and biblical content ahead of Easter,” she noted.

KEY LEARNINGS FROM YOUTUBE

According to Oliveri, Yolu’s experience has shown that:

-YouTube is not just a digital platform but a strategic distributor and IP accelerator

-TV channels want to reach all audiences within today’s hybrid ecosystem

-YouTube offers flexibility in content packaging — from Shorts and compilations to playlists — allowing adaptation to global contexts

-Rights management and content protection can be handled with a single click

-YouTube enables content to travel and circulate, creating new monetization opportunities for broadcasters

Oliveri emphasized that the WAWA channel “can become another source of monetization.” To qualify for monetization, a channel must reach at least 4,000 watch hours and 1,000 subscribers. Achieving this requires a strategy focused on publishing cadence, SEO, retention, and engagement.

Recommended tactics include:

-Relevant content that builds emotional connection

-Short trailers (30–60 seconds) highlighting unique value and ending with a clear call to action

-Catchy titles with a primary keyword

-Eye-catching thumbnails with expressive faces, large readable text, and contrasting colors

In closing, Rotundo said the channel is starting from scratch, with hopes of achieving monetization in less than two years. Oliveri recommended building an organic catalog and publishing at least 50 hours per year.

Rotundo added that WAWA is forming an internal committee to oversee the channel’s launch and select its name. “We know that in this constantly evolving audiovisual world, the only way to grow is by creating new things,” she concluded.