The Latino community becomes key for the presidential elections in the U.S.

The Latino community in the United States is becoming a crucial player in presidential elections, and political parties are increasingly aware of the need to connect with this demographic segment. With the recent change in the Democratic Party's candidacy, where Kamala Harris takes over from Joe Biden, a new opportunity arises for Democrats to intensify their campaign towards Latino voters. Wave Davis, CEO of ViX, a streaming platform focused on this audience, has stated that investment in these channels could be key to the party's electoral success. The importance of the Latino vote cannot be underestimated. According to the Pew Research Center, the number of Latinos eligible to vote in the United States has grown significantly, from 27 million in 2016 to a projected 36 million in 2024. This increase in the voting population underscores the need for political parties to formulate effective strategies to capture their attention and support. Historically, Latino voters have shown a preference for Democratic candidates, as evidenced in the 2020 elections, when 61% of them voted for Biden. The recent change in the Democratic candidacy can be seen as a wake-up call for the party to review and adjust its message. The need to position its political agenda in the next three months becomes imperative, especially in a context where the Latino electorate could be the decisive factor in the elections. Davis has indicated that an increase in fundraising is expected to spread their message on platforms like ViX, which have proven to have significant reach among this audience. Streaming has become a dominant medium in content consumption, often surpassing traditional television. This has led political parties, as well as brands, to reevaluate their communication strategies. Streaming platforms, like ViX, have gained ground by offering content that resonates with the culture and interests of the Latino community, making them strategic allies for any party looking to influence this voter base. Claudia Benassini, a specialist in television and digital platforms, emphasizes that how Democrats choose to approach advertising campaigns on these platforms will be decisive. The key lies in building trust and empathy, essential elements for mobilizing a heterogeneous electorate. The challenge is to design an inclusive strategy that speaks to the diverse nuances of Latino identity in the United States, from those with a strong cultural connection to those who identify more with American culture. Univisión, the predecessor of TelevisaUnivision, has prior experience in campaigns aimed at capturing the Latino vote. However, the current political and social environment presents new challenges. It is not just about creating advertising campaigns, but about establishing a genuine dialogue and understanding the concerns and aspirations of Latino voters. This requires a more nuanced approach that recognizes the diversity of the population and its multiple realities. Meanwhile, investment in political advertising is on the rise. According to Davis, spending in this area has increased from $10.2 billion to $10.7 billion, suggesting an intensification in the competition to capture the electorate's attention. A significant portion of this investment could be directed to platforms like ViX, which not only attract a mass audience but also provide a conducive environment for political messages to resonate more effectively. The imminence of the elections has led parties to focus on tactics that allow them to reach this vital segment of the electorate. With a clear message and well-defined strategies, Democrats have the opportunity to strengthen their connection with the Latino community and potentially change the course of the electoral contest. The combination of digital platforms, engaging content, and an inclusive approach could be a winning formula. In conclusion, the role of ViX and other streaming platforms in the electoral campaign is more relevant than ever. As election day approaches, the effort to mobilize the Latino vote will not only be crucial for the Democratic Party but will also set a precedent for how political campaigns communicate and engage with voters in the future. The Latino community is at the center of this transformation, and its voice could be the one that defines the political future of the United States.