Case Study

Google Cloud and Univision Partnership to Up the Ante in UX for Spanish-speaking Audience


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Consumption of content from streaming platforms grew exponentially in the last year, driving entertainment and media platforms to make meaningful usage of audience data for personalization, better UX and enhanced viewing experience. Spanish-language content and media company, Univision leveraged Google Cloud's AI, ML and data analytics tools to unveil useful insights that enhance engagement of it's global, Spanish-speaking audience.

The past year has given everyone lots to think about—about our priorities as people and as businesses. As the world retreated behind closed doors, we saw how shared interests and experiences can bring us together. As the world grappled with a common enemy, we witnessed just how differently individuals, communities and indeed entire countries can experience a situation. And as we faced seemingly unending obstacles to making it through the pandemic, we saw how making smart decisions based on data can drive meaningful solutions—fast.

That’s why we here at Google Cloud are so proud to partner Univision, the country’s leading Spanish-language content and media company. By partnering with Google Cloud, Univision will be able to accelerate growth across its portfolio of properties, deliver an enhanced user experience for Spanish-speaking audiences and provide the enterprise solutions needed to create the Spanish-language media company of the future.

According to Instituto Cervantes, there are over 580 million Spanish language speakers worldwide. Those viewers, like people everywhere, are avid consumers of streaming content. In Q4 of 2020 alone, viewing time for that content increased by 44%1, and in 2020, from 50%2 more sources. With that surge in demand, Univision needed a cloud provider whose infrastructure could reach Hispanic viewers around the world. With two-plus decades spent building out its network and data centers, as well as global content-delivery capabilities, Google Cloud has the infrastructure Univision needs to reach viewers across the Spanish-speaking world.

At the same time, with such a diverse audience for their content, Univision needs to target that content to viewers’ specific preferences. By applying Google Cloud’s artificial intelligence (AI) and machine learning (ML) technology across its content, Univision intends to personalize content based on shows users have previously watched, enhancing their engagement and viewing experience. 

And as Univision transforms the user experience, it can use Google Cloud’s data and analytics suite to garner deeper insights into its audience and forge stronger relationships with them on an individual basis. With Looker and BigQuery, Univision employees will have access to real-time data to help them make business decisions about programming.

Univision will also migrate video distribution and production operations to Google Cloud, where we’ll help them streamline media workflows and develop innovative new capabilities. Meanwhile, Google Cloud’s tight business and technical integration with other Google services will help ensure Univision reaches viewers on the device of their choice, wherever they are in the world. For example, in the coming years, Univision will expand its global YouTube partnership and will integrate with entertainment features on Google Search that help people better discover TV shows and movies. The company will also use Google Ad Manager for global ad decisioning and Google’s Dynamic Ad Insertion for PrendeTV and future video-on-demand offerings. Finally, Univision will distribute its content and services on Google Play across Android phones and tablets, as well as Google TV and other Android TV OS devices.

We’re thrilled to partner with Univision to help them reach the Spanish-speaking world with their content. With our cloud portfolio, we can help them reach individual viewers around the world, with personalized content that they can consume however they see fit. Best of all, together, we can help them achieve this vision fast, leveraging established cloud, content delivery, and data analytics technologies. You can learn more about the partnership here.

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