In the following interview with ttvnews, Tamara Oliveri, Head of International Content Latam & US Hispanic at Yolu, explains the types of content the company is seeking for its international catalog.
In an industry as constantly evolving as entertainment, it is essential to stay one step ahead of the latest trends and understand what the international market is demanding in terms of content.
With this goal in mind, ttvnews presents the initiative Buyers: What Are Buyers Looking For?, offering first-hand insight into the programming needs of buyers around the world.
On this occasion, we spoke with Tamara Oliveri, Head of International Content Latam & US Hispanic at Yolu:
What content would you highlight among those that performed best for the company in 2025?
At Yolu, we manage more than 500 YouTube channels worldwide, providing a highly accurate snapshot of what works in each region. In Latam–USH, feature films and, more broadly, long-form content have become the primary growth drivers across both views and revenue.
YouTube’s flexibility allows us to enhance these assets through strategic compilations further, extending their lifespan and maximizing monetization.
What type of content is currently most in demand by your audience?
Since YouTube arrived on TV screens, consumption has moved into the living room and bedroom, directly competing with traditional streaming platforms. At Yolu, we quickly adapted to this shift with content designed for binge-watching at home.
Today, romantic comedies and action are shining again in this environment, especially in feature film formats and short series compiled into bingeable collections.
What types of content, formats, or genres are you looking for at industry events?
At Yolu, we attend markets with a broad perspective and a strong focus on business opportunities. In Latam–USH, we are expanding our portfolio beyond traditional fiction, placing greater emphasis on docureality formats that spark conversation and help build community. At the same time, we continue to invest in fiction that creates a strong emotional connection with audiences and stands out in an increasingly competitive landscape.
Where do you see the greatest growth potential for the company today, and how is this reflected in your programming strategy?
The greatest growth potential lies in acquiring exclusive content rights that enable us to build a recognizable brand identity associated with premium experiences on YouTube.
This translates into a much more strategic approach to programming: designing targeted marketing campaigns, generating anticipation around each release, and working with clear windows and release calendars, replicating best practices from streaming while fully leveraging the advantages of the YouTube ecosystem.
Are there any trends you are following closely in the market?
We are closely tracking two major areas. On one hand, highly relevant content that can stand out amid today’s saturation and generate organic engagement beyond the launch window. On the other hand, the evolution of artificial intelligence in business has ranged from tools that optimize creativity and marketing across our channels to localization solutions.
At Yolu, we already have a dedicated team focused on Spanish dubbing for licensed content, creating a significant opportunity for global growth.
