FEED Spring 2023 Web

Words by Katie Kasperson

Latin American media is booming. With rises in penetration rates, social networks and the universality of video streaming, the market potential bears the usual media challenges

he Latin American (LatAm) media market has managed unparalleled growth in recent

influencers and short-form video persists in spreading like wildfire across the region. Video content, social networks and streaming services dominate, while traditional news media, unsurprisingly, steadily declines. Latin Americans tend to favour TV over radio and written news, yet advertising continues to pump static content. The two largest LatAm markets are Brazil and Argentina – particularly for

internet and smartphone penetration – with Chile and Mexico not far behind. Much like the rest of the world, fake news and a lack of representation plague LatAm media. Regional policymakers would do well to regulate data use and privacy, while advertisers should consider how to better connect to target market(s). We scoured the latest statistics and found many worth sharing. Take a look!

years, largely thanks to increased internet access and regional investment. Global events like Covid-19 and general elections have had a compounding effect on this, fuelling large-scale changes in consumer preferences. TikTok’s post-pandemic surge continues to spawn social media

SOMETHING TO STREAM Undeniably, video content is on the rise... pretty much everywhere. This seems to hold true for LatAm. Latin Americans tend to prefer viewing videos on their smartphones. But which means of modern media do they engage with most?

3:34

LatAm: average daily time spent with media types (h:mm)

2:26

1:52

1:48

1:25

1:12

1:00

0:49

0:34

Social media

Traditional TV

On-demand music

Online TV

Online news

Print media

Games consoles

Podcasts

Radio

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