By Evan DeSimone
Niche content is a corner stone of the streaming video industry in 2015, and if you want proof then look no further than YuppTV’s latest offering targeting Argentinian expats living abroad in the United States.
Best known as a streaming provider of Bollywood movies and Indian television content aimed at expatriates from the subcontinent, YuppTV is diversifying with a new product offering targeting Argentinians longing for local content while living abroad. By offering a streaming package of Spanish language programming, including Argentine local television content, YuppTV’s founders believe they can pick up the slack for cable providers and address an underserved market.
According to Damon Johnson, YuppTV’s SVP and general manager for the Americas, the inspiration for the new product was close to home.
“My wife and kids were born in Argentina,” said Johnson in a statement. “Our satellite provider has no Argentine TV channels. The other satellite provider has only two channels and we would have to pay US$30 for a special Spanish-language package. We can’t get cable in our neighborhood, but the cable operator in our area has only one Argentine channel and we would have to pay extra for a Spanish-language package.”
YuppTV Agentina will debut in the U.S., Canada and Latin America in 2016 on most connected TVs and streaming devices. The slate hasn’t been finalized, but the service is expected to carry programming from several top 10 Argentine channels with a price tag starting at $10 per month.
YuppTV is part of a small but growing number of streaming providers building a business on delivering international content to audiences in the U.S. It’s a club that includes growing power players such as DramaFever, which achieved a $140 million valuation by streaming Korean TV dramas before being being acquired by SoftBank in 2014, and Crunchyroll, the Japnese anime streaming service whose recent growth has been rewarded with a $22 million cash infusion from parent company Otter Media.