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Univision Targets Millennials With ‘Udisea’

Univision Communications has launched Udisea, a digital content platform expressly targeting the coveted Hispanic millennial consumer.

The online platform features Spanish-language short-form video content developed exclusively for Univision, including original Web series and various scripted entertainment formats.

Content on Udisea will explore trends that define life on the Internet today, "from chasing romance on Tinder to the hopes of an aspiring YouTuber — today’s millennial celebrity," Univision said in a statement.

Among the short-form content housed on Udisea is the Univision Digital-produced romantic comedy Tenemos Que Hablar (We Need to Talk), which premiered in October and has generated more than 2 million views across, YouTube and Facebook.

Now, millennials will have direct access to a digital channel created for them, eliminating the need to go to a top-level digital content hub and conduct a search for what they wish to consume, Univision said.

“Hispanics and multicultural millennials overindex in the consumption of digital, mobile and social content, and our research shows that more than half of Univision users are going online to view videos that are different from what they see on TV,” said Isaac Lee, Univision's chief news and digital officer and CEO of Fusion, the ABC-Univision joint-venture network aimed at millennials. “With the launch of Udisea, we are providing this vast and digital-avid audience a fresh, new platform they can call their own, where they will enjoy original scripted videos and Web series created especially for them.”

Udisea joins Flama, a joint venture launched in October 2013 with digital media producer Bedrock Media, as Univision's second millennial-targeted digital platform. Flama caters to English-speaking Latinos, while Udisea will focus on Spanish-speaking Hispanics aged 15-34.