The streaming scene in our country continues to grow. It does so with the arrival of Divergenta new video-on-demand platform, of Spanish origin and free, aimed mainly at short films, whose maximum duration is 59 minutes. The Canarian audiovisual group ISII Group is behind the project.
The new OTT, which was officially presented on Monday, December 9 at the Capitol Cinemas, located on Gran Vía in Madrid, is presented as an alternative to both the short content on social networks, as well as the long ones that are part of from the catalogs of other streaming platforms.
It is based on “a daring and disruptive format that moves away from other channels”
It proposes, as Divergent points out, “a daring and disruptive format that moves away from other channels, designed for a more agile, dynamic consumption and adapted to the present”. The intention of the platform is provide a shorter content format, for those consumers who are not looking for long hours of viewing.
Furthermore, one of the purposes of Divergent is bring the short films closer, one of the most worked formats in the Spanish audiovisual sector, to the general public and dilute the social, cultural and industrial barriers that keep it reserved for professional circuits, festivals and competitions.
“The platform arrives with the objective of becoming an accelerator of the national industry: firm commitment to emerging talent, production of innovative stories and a sustainable ecosystem for content creators. A native model, with the Spain Brand“, they explain from the new OTT.
Divergent has been generating excitement before its arrival on the market with a teaser campaign, which has had outdoor signage and pieces on social networks. In recent days, it has invited users to access a QR code and explore the proposal.
Developed by Deep Com Roots, an agency specialized in the audiovisual sector, the Divergent launch campaign also included a spot.
How long does a crush last? And a memory? And a nightmare? How long should a thriller last to give you goosebumps? How long must cinema last to be cinema? Less than an hour. Since the beginning of the announcement, the brand appeals to the resource of time and challenges the current format of audiovisual pieces, positioning content of up to 59 minutes as a new window to explore narratives.
For your part Havas PR She has been in charge of the communication and amplification strategy with influencers, as well as the development and conceptualization of the platform’s launch event, which took place at the Cine Capitol in Madrid.
It seeks to position itself as the space where brands converge with specific audiences
An ad-based business model
The platform bases its business model in advertising, Therefore, the content will include ads when playing. What’s more, ISII Group considers the support of advertisers essential in maintaining the platforms and producing content. Thus, Divergent seeks to position itself as “the space where brands converge with specific audiences and have access to metrics to strategically position their products”as explained by the platform in a statement.
It will offer various types of advertisements that allow brands to adapt their advertising strategies to the different behaviors and preferences of the audience, through formats that adjust to the objectives of each campaign in a targeted, personalized and non-intrusive manner. “In times where consumption patterns have changed towards immediacy, we offer original stories with meaning and impact. The wide variety of narratives available on the platform allows brands to connect emotionally with their consumers, build loyalty and increase their visibility in an increasingly complex digital environment.”says Silvia Carvalho, president of ISII GROUP.
According to Business Insiderthe launch of Divergent has already involved the investment of one million euros in terms of advertising and positioning, to which is added nearly another million in the technological part.
The platform plans go through disembark in Latin America in the first quarter of 2025, and it is also planned to launch a global version throughout next year.
Divergent is already operational and has started its journey with hundreds of short film titles of various durations and multiple genres. Furthermore, the launch of the platform has been accompanied by the premiere of “Norms for a page of events”, a self-produced thriller, starring Raúl Prieto, Esther Acebo and Miguel Fernández, and directed by José Ortuño.
