Broadcast TV and Streaming Now Complement Each Other

The relationship between broadcast TV and streaming platforms has shifted from competition to strategic complementarity, according to Sergio Remolina, General Commercial Director of Televisa Ads, TelevisaUnivision, in an interview with MBN. 

To understand the current state of competition between broadcast TV and streaming platforms in Mexico, Remolina suggests that the relationship has evolved into a model of complementarity rather than direct rivalry. 

He highlighted the growth of streaming platforms, which capitalize on increasing demand for on-demand content and flexibility in viewing times. In contrast, broadcast television maintains relevance by offering live events and linear programming, which appeal particularly to Generation X and Baby Boomers.

"The big difference is that with streaming, I can watch what I want, when I want," Remolina pointed out. This contrasts with broadcast television, which adheres to fixed schedules and more frequent advertising interruptions.

Remolina also noted that streaming platforms meet the rising demand for personalized content accessible across multiple devices, along with the ability to binge-watch entire series and access extensive content libraries—features that traditional broadcast television finds challenging to replicate.

In response to this growth, broadcast television companies like Televisa have adopted strategies to maintain relevance. "At Televisa, we've embraced this vision by integrating services like Blim and Bix, offering both ad-supported free content and seamless subscriptions to adapt to evolving Mexican consumer preferences," Remolina stated.

Broadcasters are leveraging exclusive content and live events to attract audiences seeking shared, real-time experiences. They are also exploring less intrusive and more effective advertising methods on their digital platforms to compete with the precise targeting offered by streaming services.

Looking forward, Remolina sees promising prospects for Mexican audiovisual companies, describing it as "a spectrum of possibilities to reach diverse audiences through multiple channels." He emphasized that digital content digitization allows companies to quickly adapt to consumer preferences and diversify their distribution and monetization strategies, enhancing content quality and impact.

However, he acknowledged challenges related to technological adaptation and creating compelling content that resonates with both traditional and digital audiences. "Companies must invest in technology and creative talent to remain competitive in a market where innovation and high-quality content are crucial," Remolina emphasized.

Regarding the future, Remolina anticipates that artificial intelligence (AI) will revolutionize the sector, particularly in automating recommendations and gathering consumer data for precise personalization and segmentation.

Additionally, he expects new technologies to emerge that will transform how audiovisual content is produced and consumed, stressing adaptability and innovation as keys to sustained success. Remolina also highlighted the importance of adopting emerging technologies like augmented and virtual reality to enrich user experiences and create interactive content appealing to younger, tech-savvy audiences.

"The dynamic between broadcast TV and streaming platforms in Mexico is characterized by complementary evolution," Remolina concluded. "By adopting adaptive strategies and leveraging new technologies, audiovisual sector companies can effectively capitalize on emerging opportunities and address current and future market challenges."