El ViX Micro official launch This marks a new step in how stories are consumed in Spanish, focusing on very short narratives designed for mobile devices and constant scrolling. TelevisaUnivision, responsible for the ViX platform, has decided to bring its expertise in classic melodrama to a fully digital and vertical environment, very much in line with what young audiences are already demanding.
After several months of testing, the company has launched a specific unit of micro-dramas in vertical formatWith this, they aim to consolidate a catalog of massive volume and quick consumption. The goal is for the user to always find something new to watch, without having to jump to other platforms when a story ends.
What is ViX Micro and what does it offer exactly?
ViX Micro is presented as a commitment to Scripted microseries with very short episodesThese episodes are typically between one and two minutes long. Each title is constructed as a complete story, with an average of 60 chapters per project, allowing it to maintain the hook of classic melodrama but in much lighter doses.
Production is organized under an almost industrial logic: Each micro-drama is filmed in about five days.With image standards close to those of a traditional series, but with a design specifically for vertical screens. This involves adapting framing, pacing, and staging so that everything works on mobile devices.
The daily operation involves More than 50 screenwriters dedicated exclusively to the formatAlong with more than 10 production teams working simultaneously, a cast of over 450 performers across the various stories fuels a constant stream of new releases.
The catalog is structured primarily around the melodrama as a central genreAccording to the company, this remains the content that best resonates with Spanish-speaking audiences. Approximately 80% of the titles adhere to this more classic tone, while the remaining 20% ​​explore different approaches and more experimental themes.
A launch backed by usage and reach figures
Before officially inaugurating the unit, ViX Micro went through about eight months of testing phaseThis period saw the format steadily gain traction. During this time, over 80 titles were produced, serving as a laboratory for refining pacing, structure, and character types.
According to internal data from TelevisaUnivision, these initial projects have managed to accumulate over 900 million views on social mediaThis is a significant figure for a product that was still under development. Furthermore, it's projected that there will be around six million daily users and over 80 million minutes of playback in 2025 alone.
The company insists that it is a volume-based businessIf a user reaches the end of a story and doesn't find another one that appeals to them, they're very likely to leave the platform and go to another service. Hence the focus on rapid and continuous production to fill that gap with multiple offerings.
Among the titles that have stood out in this initial stage are productions such as “The Return of the Runaway Heiress”, “My Inheritance Smells Like Poverty” or “Finish Me Off”The latter surpassed several million views in its first week of availability. Stories such as My life is not a soap opera o From famous to canceled, which reinforce the melodramatic and aspirational line of the catalog.
Vertical format and narrative designed for mobile devices
The arrival of ViX Micro is not limited to cutting footage, but forces rethinking the narrative from the point of view of mobile consumptionWorking vertically, as in other vertical microdrama appsIt completely changes the way of framing, composing and directing actors, so the creative team has had to adapt its way of filming.
Producers and talent involved explain that it's not about taking a long telenovela and chopping it up, but about Write stories conceived from the beginning to tell a story in one or two minuteswith a very clear hook in the first few seconds. If the beginning doesn't grab you, the viewer will switch to something else without giving it much thought.
Each episode aims to end with a strong cliffhanger that compels viewers to watch the next episode, replicating the logic of binge-watching but compressed into small segments. The challenge lies in condensing conflict, plot twists, and excitement into a very limited time.
Actresses like Alexa Archundia and Lisset have pointed out that this type of project generates a a different kind of closeness with the publicby being literally in the palm of your hand and accompanying the audience during waiting times, commutes, or small downtime moments in everyday life.
From the user's point of view, the feeling is not that of watching a very long soap opera in one sitting, but rather that of consuming it gradually. very brief portions of drama that can be integrated at any time. This flexibility seems to be key to connecting with an audience that constantly switches between different applications.
Social-first strategy and free access model
One of the distinctive features of ViX Micro is its approach social-first in distributionThe trailers and the first five episodes of each story are initially released on platforms such as Instagram, TikTok, Facebook, and YouTube, where audiences are already accustomed to consuming short videos.
From the sixth chapter onwards, the plot is followed within the ViX appwhere the entire season is available vertically. In this way, social media acts as an entry point, and the streaming platform becomes the space where the connection with the story is fully developed.
Access to this content is offered under a model AVOD (video with advertising)There is no direct cost to the viewer. Monetization comes through streaming ads and brand integrations designed to be seamlessly woven into the storylines.
TelevisaUnivision is also exploring options such as microtransactions and a digital wallet system, currently being tested in the Mexican market, with the aim of opening up additional revenue streams that, in the future, could be applied to specific content or experiences.
Beyond the immediate impact, the company points out that the flow of users captured by the micro-dramas also serves to feed the rest of the ViX ecosystemSomeone who starts with a short story may end up consuming long novels, original series, movies, or even sports content within the same application.
Growth objectives and potential in the Spanish-speaking market
The TelevisaUnivision content and production management team has set itself the goal to exceed 100 micro-dramas produced in the short term and scale up to 300 titles within two or three years. The idea is to build a repository large enough to ensure there are always new titles to recommend.
Another strategic advantage is that it is entirely own intellectual propertyBy controlling the rights to these stories, the company can keep them active over time, develop sequels, spin-offs, or even expand some storylines into conventional series or soap operas if the performance justifies it.
The commitment to this format fits with a global trend towards consumption of short and vertical contentespecially among younger generations and audiences that primarily use social media. In the Spanish-speaking world, ViX Micro aims to become a leading producer of this type of content.
Although the initial rollout and testing have focused on markets like Mexico and much of Latin America, the model is easily transferable to other territories where ViX has a presence or could expand. For users in Spain and Europe, this type of content could be a good fit as a complement to the existing selection of series and telenovelas.
The company emphasizes that The key lies in the emotion.Melodrama remains the driving force, only now adapted to the rules of short videos. The intention is to leverage this deeply rooted cultural foundation in many Spanish-speaking countries to connect with audiences who now get their news and entertainment almost entirely from their mobile phones.
With the official launch of ViX Micro, TelevisaUnivision strengthens its presence in the field of short, professional content designed for social mediaThe project seeks to strike a balance between the logic of scrolling and the construction of stories with narrative weight. It relies on consumer data, a large-scale production structure, and decades of experience in melodrama, with the aim of making these micro-dramas a gateway to the entire ViX ecosystem in the Spanish-speaking world.
