2023-08-24 04:58:50
Mercado Libre, the e-commerce giant in Latin America, will take an important leap in its 24-year history. With its new platform called Mercado Play, it enters to compete in the highly contested sector of audiovisual streaming.
Although some of the rivals he will have on the road recently have registered million-dollar losses, he will play it all in this field.
In the case of Disney+, for example, the results show that between January and March 2023 the company lost US$512 million and HBO Max reported losses of US$1.24 billion as of the second quarter of the year.
Such is the landscape. However, from this August 26, users in Colombia will be able to access Mercado Play for free, a wide catalog of movies, series, documentaries, among other content that was curated by the best studios in Hollywood and the region.
To learn more: Online sales continue to grow in the country and totaled $15.1 billion in the second quarter
This new Mercado Libre service, which is already available in Mexico, Argentina and Chile, is an entertainment hub that can also be used as an integrator of the catalog of the world’s leading streaming platforms such as Disney+, in a first stage, and Star+ , HBO Max and Paramount +, in a second stage, said Lina Monsalve, general manager of Mercado Libre for Colombia and Venezuela.
What will differentiate Mercado Play from the other competitors in the industry?
“We are aware of the multiple paid streaming options and the economic challenges in Latin America, which is why Mercado Libre has forged solid alliances with major studios and platforms worldwide so that this new tool is a free alternative through mercadolibre.com. co.
The value proposition is that it is positioned as a content aggregator for users, opening new avenues of reach for brands and advertisers as well. With its strong base of more than 100 million users, Mercado Play offers brands a unique window to reach a diverse audience with targeted advertising that connects daily with the platform with video advertising while the user enjoys the content”.
We recommend: With artificial intelligence, Mercado Libre promises to arrive “in bombs” to Medellín
And how will that theme of the advertising guideline work?
“On this new platform, the content will include ads managed by Mercado Ads, which allows users to enjoy the entertainment offer at no additional cost. The administration of advertising sales will be in charge of Mercado Ads, the Mercado Libre business division focused on marketing advertising space to advertisers on the different Mercado Libre platforms.
What kind of audience do you plan to target with this new project?
“To the entire universe of Mercado Libre users, which are 108.6 million unique active consumers throughout Latin America. The platform seeks to cover an audience interested in free online entertainment content. On this new platform there will be content for the whole family, from movies for children to series and documentaries for the older ones.”
It may interest you: Superindustry imposes a million-dollar penalty on Falabella for failing to comply with its clients
How can it be accessed?
“There is no need to create a new account or pay an additional subscription. Users in Colombia will be able to enter through a computer at mercadolibre.com.co or use the Mercado Libre mobile application. There they will find the Mercado Play icon in purple and by clicking on it they will enter the service. There will be more than 6,000 hours of content and 1,600 titles”.
To read: Would you pay $11 million for a foldable cell phone?
What is the expectation considering that there are giants in this market that record losses and others that are indestructible?
“We know that we are much more than an electronic commerce platform, we are a tool that generates a positive impact on society by providing the tools so that companies and buyers can buy and/or sell easily and reliably. In this sense, our bet in this highly competitive industry is to democratize entertainment, since it is a fundamental part of the daily life of the citizens of the region who until now could not find the offers of different content platforms in a single place”.
#Mercado #Libre #enters #streaming #business