‘Youtubers’ to catch young audience

Atresmedia and Mediaset, the two most powerful companies in Spanish private television, try to approach to the ‘millennials’ through online video platforms

Mediaset communication group launched last week Mtmad, a video platform for videos exclusive for internet and formats and content specifically targeted to young audiences. This idea is not new at all: tomorrow will be a year since Atresmedia launched Flooxer, a service with very similar characteristics that also aims to draw the attention of Millennials.

Flooxer platform

It’s no coincidence that both Spanish audiovisual groups have resorted to the Internet to arouse the interest of the audience of people under 30 years. These viewers are the ones that tend to follow YouTubers who distribute their content via the network, and instead consume less television than the older population. A study by the consulting firm Barlovento Comunicación concluded that between January and October just a 63.4% of Spaniards between 21 and 36 years had seen the TV, which represents 10 points less than the total population, and, moreover, the average daily consumption, which is 227 minutes overall, among Millennials stands at 157, and reaches 140 minutes in any age group between 21 and 26 years.

Mediaset

"We want to reach more people, and we feel that extending the offer can also reach people who until now did not consume our content," explains the multiplatform director of Mediaset, Ana Bueno. However, she says that the group already has "a lot of young people," both through TV channels or Mitele platform, which one until now offered the contents that were broadcast by conventional channels and since the birth of Mtmad has also incorporated specific formats produced by the network. "What we are doing is to expand the catalog of videos you have on the internet. We want our digital offering nourish not only television but also open up new types of content”, says Bueno.

Mtmad

Mtmad currently includes about forty different formats on topics such as fashion, cinema, travel, beauty, sex or video games, and often include advertising as a branded content, i.e. content directly linked to a brand. YouTubers as Aless Gibaja, Ruben Errebeene or Sara Ramirez offer their videos through this platform, but Mediaset also wants to use his new window to publicize some of the faces of their usual TV channels to a new audience. For example, one of the stylists of a Mediaset program, Cámbiame (Change me), Pelayo Diaz, has his own video blog with all kinds of advice. In the same wat, the TV presenter Tania Llasera show you how is her day to day from home in pajamas and no makeup and two stars of the reality Gipsy Kings reveal their tricks of makeup. "Many of the talents who work with us are authentic influencers. Now they can work with formats that are very different from television and reach other audiences” reflects Bueno.

Mtmad platforform

With the same aim of spreading television content of the group to an audience more used to internet videos, Mtmad also created the videoblog Que no salga de aquí (Do not tell this to anyone), through the one journalist Mireya Marrón demonstrates how to prepare Mediaset programs and what happens behind the scenes during the broadcast.

The director of platform Mediaset does not rule out that, over time, some of the formats born in Mtmad can finish making the leap to television grill, but stresses that this "is not the goal of the platform."

The origin of ‘Paquita Salas’

This path of the web to the TV is the one that followed the TV series Paquita Salas, born in Flooxer and, due its success, brought to the Atresmedia TV. even it was only possible to watch in TV the first episode.

Paquita Salas' opening

Unlike Mtmad, the video portal for Atresmedia offers -along with the videoblogs of creators like Mister Jägger, Vengamonjas or JPelirrojo- fictional works produced specifically for this platform. You can also find some fragments of programs of Antena 3 and La Sexta as El Intermedio or El Hormiguero, although the content manager platform, Emilio Sánchez Zaballos, said that among its objectives there is not the aim to derive new viewers to the channels of the Atresmedia group. “This is not a line of strategy, but if this ends winning the loyalty of the people, then it’s welcome," he said.

According to him, Flooxer was born because there are "new young viewers who want different content, new artists who only had exposure through YouTube and new demands of advertisers who want to reach this audience." A year later, Sánchez Zaballos is "very satisfied" with how the site is working, especially the "quality content" and because they have achieved "a high level of acceptance among users and creators."