NBCUniversal Telemundo Enterprises has launched a new Hispanic streaming business division dedicated to growing the presence super of Latinos on the Peacock streaming service and across all Telemundo and NBCUniversal streaming platforms.
The unit will be responsible for developing content, including more than 50 projects effective immediately, leading into 2022 and beyond. The company has appointed Romina Rosado as EVP and GM of Hispanic streaming to lead the new division, reporting directly to Beau Ferrari, chairman of NBCUniversal Telemundo Enterprises.
“The division immediately unifies and amplifies our resources and reach to our audience across the company, accelerating our presence on Peacock and the entire NBCUniversal streaming portfolio,” Ferrari said in a statement.
Ferrari hails Rosado as an experienced media executive with a “clear vision” and knowledge for developing relevant content for the Latino and general market.
“She will help serve our company-wide approach to programming for the Hispanic streaming audience,” he said.
With 25% of the U.S. population under the age of 25 being Hispanic, Latino consumers are 14 years younger than the non-Hispanic white population. Driven by streaming video consumption, they spend more time per day on video through TV connected devices and video focused app usage than total adults, according to NBCU. Hispanics are often 50% or more of the average audience to shows that center on Hispanic characters and stories, which is a remarkable over index, considering they are roughly 20% of the population.
In her new role, Rosado will lead cross-company efforts and collaborate with Peacock’s leadership in the development of the service’s Latino content to effectively target and connect with this growing demographic. She will also collaborate with the recently created Telemundo Streaming Studios, the first-ever studio in Hispanic media exclusively dedicated to serving the growing Latino streaming audiences, to develop and produce original content based on Peacock’s content strategy for Hispanics.
Most recently, Rosado was EVP of entertainment and content strategy for NBCUniversal Telemundo Enterprises, where she oversaw the company’s omnichannel strategy, with a focus on streaming. Previously, she was SVP of digital media, where she oversaw the growth of Telemundo digital into a streaming powerhouse, tripling the Telemundo App usage in 2020. Rosado joined Telemundo in 2018 to develop Noticias Telemundo’s digital strategy in the run-up to the 2020 presidential election. Before joining Telemundo, Rosado was SVP of global content at NBCUniversal´s E!, where she helped expand programming and grow the brand’s footprint to more than 1 billion engagements per month in over 160 countries.