TelevisaUnivision is moving away from a traditional television-first strategy, opting instead to treat digital platforms like TikTok and YouTube as business partners rather than competitors, according to a report from Xataka México. The media giant is adapting to a shift in consumer behavior where audiences increasingly prefer rapid, vertical content over scheduled programming.
Alfonso de Angoitia, co-chief executive officer of Grupo Televisa, confirmed during a recent investor conference that the company is actively negotiating new revenue-sharing schemes with social media platforms. While Televisa content already generates significant interaction on TikTok, the company has struggled to capture direct value from that engagement until now.
"The content of the company generates high levels of interaction within TikTok, although monetizing that attention remains complicated," De Angoitia said, as cited by Axis Negocios. The company now aims to bridge that gap by developing content specifically tailored for digital ecosystems.
The shift to micro-dramas
Central to this strategy is the launch of ViX Micro, a dedicated section within the company’s streaming app that debuted in 2025. These "micro-dramas" consist of vertical, free-to-watch telenovelas produced for mobile screens. Each episode is designed to last between two and three minutes, utilizing the fast-paced editing, constant sound effects, and center-screen subtitles common to viral TikTok trends.
These productions, which can span up to 70 short episodes, reflect a broader industry move toward "snackable" media. The company noted that these narratives are designed to keep younger audiences engaged through the same "infinite scroll" logic that drives TikTok’s own success. The format mirrors recent viral phenomena, such as AI-generated "fruit-novelas" that have previously drawn millions of views.
Televisa plans to leverage the 2026 FIFA World Cup as a major catalyst for this digital transition. The company holds exclusive rights in Mexico to all 104 matches of the tournament via ViX, while traditional broadcast television will carry only 32 games. By funneling viewers into its digital ecosystem for the tournament, Televisa hopes to accelerate user subscriptions and retain them through its library of short-form content.
Recent financial reports suggest the strategy is yielding early results. TelevisaUnivision reported a 5% increase in quarterly revenue, with advertising growth reaching 12% in the United States and 13% in Mexico. Much of this growth is attributed to direct-to-consumer advertising models that bypass legacy broadcast constraints.
