VidCon Anaheim

Originally from Mexico City and now based in Las Vegas, Juan Cardenas is one of the pioneers in social media within the UFC. For many years, he focused on Spanish-language platforms and Latin American regions, as well as the U.S. Hispanic market. Today, he stands as one of the leaders of the UFC’s global digital team, drawing on his background as an artist and photographer. In addition to his role at the UFC, he also consults for non-sports-related brands and maintains a career as an educator and speaker.

Industry Track

Distribution 4.0: The Economics of Multi-Platform and Multi-Channel Growth

Duration: 45 minutes

Location: Room 304CD

Friday, June 20

11:55 am - 12:40 pm

Featuring: David B. Williams (SVP / GM, Channels at PocketWatch, Inc.), JUAN CARDENAS (SENIOR DIRECTOR, SOCIAL MEDIA at UFC), Michael Hyon Johnson (Director of Operations - ElectricNOW at Electric Entertainment) and more

In today’s fragmented media landscape, distribution is no longer a downstream decision — it’s a core strategic function. This session brings together creators and industry leaders to unpack how multi-platform and multi-channel strategies are being designed to drive both audience growth and monetization. From tailoring content to platform-specific formats to leveraging syndication, localization, and strategic partnerships, we’ll explore the tactics that are expanding reach and deepening engagement. The conversation will also dig into the economics behind these moves: how value is defined and measured across platforms, how monetization models vary, and what it takes to build a distribution strategy that scales without sacrificing control.

Participants