The Diplomat
Casa de América has reached 100,000 subscribers on its YouTube channel, which makes it “a benchmark in audiovisual content creation, ahead of other public and private institutions,” according to the Spanish public diplomacy entity.
Casa de América’s YouTube channel was created in September 2007 and since then it has reached 26,625,033 views. However, 2020 marked a turning point in the channel’s growth, as it went from 3,055,957 views in 2019 to 7,361,576, a growth that “was especially marked by the health crisis and confinement,” Casa de America acknowledged.
Since April 2020, Casa de América began to broadcast all its events in streaming and, so far in 2021, it has already surpassed the visualizations of the whole of 2019. In addition, in these retransmissions, streaming was always used with a multichannel strategy, since, in addition to YouTube, all events could also be followed on Twitter.
With the arrival of these live broadcasts, the company has also managed to build loyalty among the Latin American audience, which has gone from consuming the content a few days after the on-site audience to participating in the conversations at the same time as the Spanish audience. With this new approach, they have had the opportunity to send their questions and comments in real time through the YouTube chat. This year’s audience is also a young one, mainly between the ages of 25 and 54. More than half of the channel’s viewers, 58.4%, have watched the videos on their cell phones. Casa de América also has a loyal audience, as approximately 5,000 recurring users usually consume the channel’s content.
All these circumstances have contributed to the fact that the YouTube channel of Casa de América -a public consortium made up of the Spanish Ministry of Foreign Affairs, the Community of Madrid and the Madrid City Council- has reached 100,000 subscribers on its channel, an amount that makes Casa de América worthy of the YouTube Silver Award. The gold and diamond awards are reserved for channels with one million and ten million subscribers, respectively.
Since the channel’s creation in 2007, most traffic has come from Argentina (27%), Spain (15.4%), Mexico (12%), USA (7%), Colombia (6.6%), Peru (6.4%), Bolivia (4.6%), Chile (4%) and Ecuador (2.1%). In total, 78% of its audience comes from the Americas and 72% from Latin America.
