U.S. HISPANIC
TelevisaUnivision changes ViX+ to only ViX to unify the brand
Maribel Ramos-Weiner| 3 de mayo de 2023
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During the presentation of its financial report on the first quarter of 2023, TelevisaUnivision officially announced that its paid version of its streaming platform, ViX+, will now be the only ViX to unify the brand.
The move became effective as of April and it will not mean a modification of the strategy, it will be only to help improve the free ad service and its subscription version: “Two campaigns and two brands for two different levels within the same service ended up being confusing for the consumer and costly for us,” Wade Davis, CEO of TelevisaUnivision, told to Wall Street analysts.
Among other reasons, he assured that the “+” is focused on traditional companies that move towards streaming; however, “digital native companies do not have to choose to add an extra symbol.”
During the presentation, it was mentioned that the platform had a 26% increase in engagement with its subscribers, despite the fact that a large part of the operating expenses went to the investment in ViX. The service is scheduled for an accelerated launch outside the US and Mexico, mainly in markets such as Colombia, Peru, and the rest of Latin America during 2023.
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