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TelevisaUnivision is pumping up its music strategy and short-form content to reach young Hispanic audiences.
Ahead of the company’s upfront presentation today at Hall de Lumières in downtown Manhattan, Donna Speciale, TelevisaUnivision’s president of U.S. advertising and marketing, teased the company’s upcoming priorities to ADWEEK, including a big music initiative on the horizon.
Now, the company has officially revealed those plans, announcing a new festival called YA Fest and a streaming platform for music. In addition, TelevisaUnivision showcased how it’s ramping up its programming on its streaming service, ViX, which reported last year that it hit 50 million monthly active users.
A pumped-up music strategy
According to TelevisaUnivision, YA Fest will take place in three major cities starting in September 2026. The festival will feature live performances and immersive fan experiences that will air across TelevisaUnivision’s platforms.
To showcase the festival, the company infused music throughout the presentation, including an opening performance from Prince Royce and a closing one with Arthur Hanlon and artists from R.Evolución Latina, Salgado Productions, Latino Broadway Man, and Real Women Have Curves.
The company also announced a partnership with Bresh for the festival, which aims to bring together various content creators and artists to enhance the in-person experience, in collaboration with brands.
“When we speak about music in the Hispanic market, it’s different than speaking about music in the general market because Hispanics are not monolithic,” Ignacio Meyer, Univision Networks Group president, told ADWEEK. “Music genres that have traveled the world are equal parts urban, equal parts Mexican, so you have to tap into the authenticity. YA Fest is built just for that—to celebrate Young America.”
In addition, TelevisaUnivision revealed that it is launching ViX Música, a streaming platform for all the music in the ViX universe. It will feature new and original content and give fans access to different kinds of Latin music, like concerts, unplugged performances, exclusive interviews, and behind-the-scenes moments. Vix Música has a partnership with iHeartMedia to exclusively stream iHeartRadio Fiesta Latina live on Vix in October.
The company will premiere a number of docu-specials on ViX Música to give audiences a look into the lives of popular Latin artists like Prince Royce, who will be featured in the first special that will air this summer and give fans a first look at his upcoming album, Eterno.
The new streaming platform will also premiere ViX Música: All Access, a new franchise hosted by Alejandra Espinoza, Luis Sandoval, and Erika Reyna, which will give fans backstage access to candid interviews with some of today’s most popular Latin artists after they get off the stage. The franchise will feature multiple series that explore different music genres like regional Mexican, urban, pop, and adult contemporary.
Meyer reiterated that TelevisaUnivision is—and will continue to be—the home of Latin music, especially with all the new announcements surrounding their music strategy.
“Committing to Vix Musica on our streaming ecosystem is important,” Meyer said. “We will have the best of music content and original content produced by us, and content by third parties. So it’s a bold promise and a bold commitment to bring streaming America the best of that music on one platform.”
TelevisaUnivision announced the debut of microdramas, which are fast-paced, scripted series featuring one-minute episodes.TelevisaUnivision
Building on cross-generational content
Meanwhile, TelevisaUnivision also made several announcements around expanding its reality and always-on formats to deliver a constant stream of unscripted programming across genres like lifestyle, competition, and music on ViX.
“We’re going to double down on realities because they’re huge for us across platforms and they’re a great vehicle to travel and deliver to a younger audience,” Meyer said.
The company announced that it will build on its short-form content with the debut of microdramas, which are fast-paced, scripted series featuring one-minute episodes for mobile viewers. It will be integrated into the new Shorts experience on ViX, with 40 original microdramas premiering in the second half of the year, with plans to extend the format into more genres like comedy, documentary, and more.
“Microdramas are a genre that are already exploding in Asian markets, and it taps into the appetite of the young, digital-centric users that we have, but we’ve yet to serve with this dedicated product,” Meyer said.
TelevisaUnivision is also continuing to build its sports programming, with the extension of its soccer rights, thanks to a deal with Concacaf, which adds the full programming slate of premier women’s soccer competitions to the company’s soccer portfolio like the Women’s Championship, Women’s Gold Cup, Nations League, and Champions Cup. This will continue to build on the company’s year-round coverage of the sport’s biggest events, from Liga MX and Liga MX Femenil to the UEFA Champions League Final, Concacaf Gold Cup, and FIFA Club World Cup.
Meanwhile, the company will also introduce new immersive in-show ads for ViX, which are built in partnership with TripleLift for seamless brand integration within content.
Meyer said all of these new features and capabilities are part of a reimagined windowing strategy, allowing TelevisaUnivision to extend its programming across platforms. This content-first approach will give more opportunities for brands to align with a single piece of intellectual property that will travel throughout the network’s entire ecosystem.
“What is unique about this year is we’ve made structural changes to allow advertisers to more easily address music with an always-on music strategy every day on scale,” Meyer said. “The structural changes we’ve made to allow for an advertiser to attach itself to one particular brand or piece of intellectual property that will travel seamlessly across national, local, digital, or streaming.”
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