El Comercio’s Hype provides multi-platform media for young audiences

By Alberto Siccha


Lima, Lima, Peru


For years, the gaming/e-sports, freestyle, anime, and K-pop communities have been ignored and mislabeled as closed groups that are not kin to the public eye — even though they are growing and attracting new young users every single day through well-established exponents.

This phenomenon is due to the growth of social media networks and streaming platforms that have allowed an increase in audiovisual content consumption.

As an innovative bet from Grupo El Comercio, Hype was born out of the need to give a voice to all these communities and give them a space to share common interests in one place.

Since launch, we have developed multi-platform content that connects with people between the ages of 13 and 25 through different formats:

  • Long-tailed videos.
  • Breaking news (bite content).
  • Trends.
  • E-sports tournaments.
  • Unique experiences: concerts, festivals, conventions, etc.

Through this platform, we highlight the value of these micro-communities and spread their culture and art with respect, allowing us to bring brands closer to them through various touch points.

Hype presents Chuty vs Marithea – Supremacia MC Final Internacional 2023. Photo courtesy of Hype.
Hype presents Chuty vs Marithea – Supremacia MC Final Internacional 2023. Photo courtesy of Hype.


Making inroads

Hype focuses on providing young audiences with valuable content on various popular topics on social networks. Working together with brand ambassadors who are known to the audience, it manages to not only reach more than 14 million users with more than 78K subscribers on its YouTube channel, but it also has been able to impact 75K+ followers on TikTok (with 3 million+ reach) and 40K+ followers on Meta (7 million+ reach combined on Facebook and Instagram).

“We have been working for a few months to build platforms and valuable content that allow us to position Hype as a benchmark for the different communities,” explained Jose Miguel De Ita, manager of the brand portfolio of Grupo El Comercio. “We have the vision of not only entertaining but also to connect, listen, and be a bridge between audiences and artists, freestylers, gamers, and independent content generators. We are a multi-digital platform whose main focus is the audience and their communities.”

Hype is a media multi-platform for all lovers of video games, e-sports, anime and freestyle. This digital community will give a voice to those who, for many years, remained in the shadows but who today set the trend on social networks and the Internet, connecting to your world.

About Alberto Siccha

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