- IDOCIA
Entertainment as a Cultural Bridge: The New Narrative of Flix Latino
- By felipe
In a market where streaming has become an essential part of everyday life, Flix Latino faced a clear challenge: to find its own relevant territory that would both differentiate the brand and genuinely connect it with the U.S. Spanish-speaking audience. At Oysters AI, we guided the brand through a process of research, strategy, and creativity that culminated in the creation of its new claim.
Research:
listening, analyzing, understanding.
The starting point was to listen and observe. The work began with an exhaustive analysis of the market and its audience. Our goal was not only to identify trends, but to uncover where the real opportunity for Flix Latino lay. We discovered that entertainment is not just an individual experience, but a shared social space, especially within family environments.
We analyzed reports from Nielsen, Pew Research, and Statista, along with a custom survey directed at Flix Latino’s customers.
The key finding was clear: the brand doesn’t compete for attention, it competes for belonging. In a market saturated with titles and streaming platforms, the true differentiator was cultural identity and emotional closeness.
The data confirmed that, among other insights:
Watching series and films sparks conversation, humor, and complicity.
Streaming has become an integral part of viewers’ daily lives.
The value of proximity, cultural authenticity, and shared laughter or identification is what allows entertainment to transcend the screen.
Buyer Personas:
expanding beyond the core audience.
The brand’s audience was predominantly female, ranging from ages 24 to 55, reflecting a strong connection with content that particularly resonates with Latina women. However, there is significant potential for audience growth by expanding reach toward families, children, Generation Z, Generation X, and Boomers, with the goal of positioning the brand as the Latin entertainment hub for all generations.
We defined 10 audience profiles, ranging from Gen Z digital explorers to nostalgic Boomers, including young bilingual families and high-income professionals, each with their own values, motivations, and pain points:
Younger audiences seek authenticity and emotional immediacy
Parents look for safe, culturally rich content for their children
Older viewers value nostalgia and cultural pride
….
What they all share is one simple truth: entertainment is better when shared, whether it’s in the living room, during digital watch parties, or through family conversations.
Strategic Pillars, Content Pillars.
To design the content strategy and its potential editorial lines, we reorganized hundreds of titles fron the catalog into five major narrative ‘buckets’ that capture the essence of Latin culture:
Family First – stories that celebrate intergenerational bonds
Laughter and Passion – humor and drama as shared emotions
Our History, Our Struggle – films and documentaries that honor memory and resilience
The Flavor of Our Culture – gastronomy, music, dance, and vibrant cultural expressions
Latina Strength – stories of perseverance, inspiration, and pride
We also identified key cultural dates that align with and amplify these themes, all with the goal of strengthening the emotional connection with the Spanish-speaking community.
Creative Rationale:
a purpose-driven positioning where language takes the lead.
Once the strategic foundation was established, creativity had to go beyond the simple offer of a catalog. Flix Latino is the only platform in the market that transforms entertainment into an act of union and community across generations and that was exactly what we needed to communicate.
‘Entretenimiento que nos une’ is not just a claim; it’s the expression of a purpose. It defines Flix Latino as a cultural meeting place that transcends the traditional streaming model. With a unique curatorial approach and a focus on highlighting the richness and diversity of Latin identity, the brand positions itself as a multigenerational cultural guardian.
The tone adopted is warm, casual, and familiar, a living language that draws from everyday expressions and cultural references to create instant empathy. These are phrases we all recognize, use daily, and that remind us that culture is also celebrated by speaking as we are.
Creativity:
when research inspires narrative.
Research evolved into a creative campaign built on a clear rationale: what unites Spanish speakers is not the algorithm or even just the language, but the way we live our stories. We comment on them, we critique them, we pass them on, we share them:
‘Your dad doesn’t get it… but he still has an opinion.’
‘We said ‘the last one’… but it was really the second to last.’
‘More than telenovelas, they’re premium gossip.’
….
Each expression reinforces the idea that Flix Latino doesn’t just offer content, it creates shared experiences that spark conversation among friends, siblings, parents, children, and coworkers: a community united by its roots, customs, and everyday behaviors.
And it all comes to life through a language that doesn’t translate Latin culture, it lives it.
Results:
validating the path.
Together with our media partner agency in Miami, Ahead Media, we launched a pilot campaign to test different creative approaches across Meta and programmatic environments. The creative testing validated that the expression ‘Entretenimiento que nos une’ works effectively as both a strategic and creative umbrella. Among the key findings:
High acceptance of the concept articulated through the claim ‘Entretenimiento que nos une’
Validation of a bolder tone without reputational risk
Recognition of the concept’s flexibility to evolve into new cultural and editorial initiatives
Identification of video as the most efficient format for awareness and engagement
The concept wasn’t just understood, it was embraced by the audience.
Summary:
more than a claim, an invitation.
‘Entretenimiento que nos une’ is now much more than a slogan, it’s the new brand territory of Flix Latino. It not only expresses what the platform offers, but what it makes people feel: belonging, pride, and connection across generations.
At Oysters AI, we believe this project demonstrates the value of a process where rigorous research, cultural understanding, and strategic creativity come together to drive the evolution of a purpose-driven brand.
Flix Latino no longer competes in quantity.
It competes in what truly matters: identity, emotion, and community.
At Oysters AI, we help brands transform research into strategy and strategy into culturally relevant creativity.
If you’d like to explore how to build a unique territory for your brand… reach out and let’s talk!
felipe@oysters-studio.com
