Digital is portrayed as the big disruptor in media consumption; traditional networks are tremendously cautious when launching digital strategies over fears of audience cannibalization. Latinos, elusive viewers for many networks, overindex in online video viewing, watching over 11 hours of content each month in 2014 (up from 8 hours in 2013). Online video can build cultural connections that transcend media platforms enabling personal relationships between brands, content creators and audiences. A digital first strategy provides an opportunity to engage Latino users and convert them into loyal TV viewers through authentic and compelling content.