Marketing agencies have started paying attention to Giih for specific reasons:

Latinx consumers are the fastest-growing minority population in the U.S. and lead in media consumption, purchasing more movie tickets and streaming subscriptions than any other group.

The paper concludes that "Giih Spanic Bruna Entertainment" (or similar creator-led ventures) represents a new era of . Success in this space is no longer just about "going viral" but about building a multifaceted media brand that functions as its own broadcaster, talent agency, and creative studio.

Contemporary media has shifted from intrusive advertising to branded entertainment , where brands create content that consumers want to watch rather than skip.

To understand their success, one must look at the specific pillars of their media content: