Roku: Mexico is the main international market for the platform

October 29, 2021

Miryana Márquez

Panel From MVPD to vMVPD de NEXTV

Mexico, where Roku is present since 2015, is the biggest market for that platform worldwide. Adriana Naves, Head of Content Distribution at Roku for Latin America, said during her participation in NexTV Series Mexico, that globally, they already have 55 million users.

Naves was part of the panel From MVPD to vMVPD with Third-party App Integration together with David Paul, Sales and Business Development Director for iWedia; Grigory Parra Vorobiov, Director of Sales for the North of Latin America at SeaChange, and Nayura Rojas Herrera, Deputy VP Entertainment at AT&T Mexico.

Naves commented that one of their differentiators is their communication with local users. “We make the service local. We just launched Blim TV’s SVOD and have others, such as Pluto TV and Butaca TV, that is local” she detailed.

For her part, Rojas from AT&T Mexico highlighted that their goal is to offer a unique experience, free of complications for the user. “We are changing the game. We offer the best of entertainment without the need to introduce personal data and a credit card. Users have control over what they buy and do and can pay for everything through their AT&T account. 80% of users prioritize personalization nowadays, much more than before the pandemic” she explained.

Rojas cited that streaming platforms are growing at an annual rate of 19% in Mexico and this is expected to continue growing. “In Mexico, there are 115 million online connections, 90 million Internet users and 60% of adults have a smartphone,” she said.

Paul from iWedia mentioned as main challenges for aggregators: consistency of service across devices, “it is challenging to have a reliable multiscreen solution”; the operator must know the limitations of the OTT player or launch a dedicated player, and the network and bandwidth to reduce latency.

According to Parra from SeaChange, it is key that the platform, through artificial intelligence, proposes to the user what he is interested in according to his profile and the subscriber’s first-hand information in order to achieve monetization.