Rafael Urbina Quintero de VIX
Rafael Urbina, CEO of VIX, stated that Mexico is the biggest market they have, followed by Brazil and the US. And although they have years of experience in the market, the OTT (VIX – CINEMA & TV) with an AVOD business model is very recent: they are about to celebrate their first anniversary of arriving in the US, whereas they arrived in Mexico in the first quarter of 2020, and in Brazil less than two months ago.
They currently have more than 20 million downloads of their application, which reveals the audience’s interest in this content. And although they didn’t imagine the situation there would be with the pandemic when they launched the AVOD, it has been favorable. They haven’t been negatively affected by the decrease in advertising: the increase in advertising income has gone from 200 to 300% this year.
As for the competition with other AVOD, such as Pluto TV and Blim’s AVOD version, Urbina states that more than competing among each other, the competition is over users’ time. He explained that VIX has a very good position, because it is adding more than 20 thousand hours of content to its library, its followers on social networks and the web reach 90 million, which allows them to promote their content, in addition to experience in content production and branded content.
“With the OTT we won the best of both worlds: the advantages of commercial television (cautious users and the possibility of inserting commercial blocks) and the digital world, by segmenting audiences, doing programmatic purchases, among other things,” he said, after stating that there will be space for many more in this market.
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