MiTu, The Innovative Hispanic Multi-Channel Platform on YouTube, is Raking in Viewers with their Latino Content

MiTu, a Hispanic-based multi-channel network on YouTube, is quickly becoming as big as its predecessors.

Since its inception in 2012, MiTu has racked up more than 6 billion views, 39 million subscriptions and 160,000 network videos. With its assemblage of Latino content creators, MiTu is turning into an online media juggernaut with broad-reaching arms.

And by using YouTube as a platform, MiTu is able to exist and expand with little overhead costs. The network is already laid out; all that remains is finding the right talent to attract a young Hispanic demographic.

For years, the Latino population in the U.S. has grown at a rapid pace, and is now becoming the largest minority in the nation. Despite the population growth, until the mid '00s, companies had yet to cater to the Latino market. Rather, broadcast companies like Telemundo and Univision were the cornerstone of Hispanic media in the U.S.

That's where MiTu saw an opportunity to take Hispanic content online, and into a position where the "Big Two" did not have an overwhelming presence.

Using YouTube as a platform, MiTu was able to target their select niche of customers, namely the 13 to 34-year-old Latino demographic. For many youths, Telemundo and Univision were the go-to media outlets for their parents.

And while those channels filled a void for the older generations, Latino youth were hungry for talent that reflected not only their culture, but their day-to-day lives.

MiTu capitalized on this, taking the popular YouTube site and creating a Hispanic network within it.

Roy Burstin, CEO and co-founder of MiTu, told Forbes reporters, "When we started, YouTube really wasn't that old, and we saw a sustainable content system that we could build something on. For online video, we looked around and asked ourselves: What's out there for Latinos? There was nothing in the space, so we decided to go after it."

Burstin and his co-founders, Doug Greiff and Beatriz Acevedo, had experience working for the large Hispanic media companies, so they channeled their familiarity with the Hispanic market place into MiTu. From this experience, they could tap into what the consumer wanted, as well as using it to find new ideas to test out on MiTu.

Burstin told Forbes reporters, "The Hispanic media industry is dominated by broadcast [i.e. Univision, Telemundo, etc.]. And they continue to do well with certain types of content like novellas, news, and game shows. So, we saw a lot of white space and opportunity to do different kinds of content like D.I.Y. shows, cooking shows, fashion, beauty, comedy and tech."

Burstin sees MiTu evolving to expand into different mediums of media.

For now they are content to grow their network on YouTube, but the future plan is to create a TV Channel or their own website outside of YouTube.

MiTu is proof that the Hispanic market is a growing industry, and content made by Latinos for Latinos is helping to shape the new American business landscape.