MORE MEDIA, MORE PROBLEMS?
Misinformation and lack of representation are two of the critical issues faced by LatAm media. In a growing market, it’s more important than ever to prioritise both media literacy and data privacy. With fake news abundant, it is
increasingly dangerous for information to go unchecked; in particular, that which pertains to politics and public health. In February 2022, over half of Latin Americans had encountered fake news about Covid-19 (54%) and politics (51%).
Representation is essential for successful advertising. In 2021, over 70% of Latin Americans said they didn’t feel represented by advertisements on AVODs, such as YouTube. If these platforms want to maintain popularity, this must change.
LatAm news consumers that saw false news in the last week, 2022
54%
Covid-19
51%
Politics
33%
Celebrities
21%
Climate change
18%
Immigration
26%
Products (eg scam)
0%
10%
20%
30% Share of respondents
40%
50%
60%
MAJOR PLAYERS
LatAm internet penetration by country, 2021
The biggest markets in LatAm media, depending on how you approach it, are Brazil and Argentina. Brazil has the highest rate of smartphone penetration, with 85% as of January 2022, versus the LatAm average of 69%. Additionally, Brazil accounts for 59% of the region’s advertising sales; the highest percentage in Latin America. Digital ad spending rose by 9% during 2021, as opposed to an 8% global growth average. Argentina, while falling behind Brazil in smartphone penetration, has higher overall internet penetration at 93%. Chile comes in second place, with Brazil in third. The Latin American average for internet penetration was 73% at the end of 2021. While this number has most likely risen since, there is still a way to go.
100%
250
90%
200
80%
70%
150
60%
50%
100
40%
30%
50
20%
0% 10%
0
Argentina
Brazil
Chile
Colombia
Mexico
Peru
Population (in millions)
Internet penetration (%)
SCAN FOR SOURCES
News consumers who saw false information about topics […] by region
Smartphone penetration in Latin America from 2019 to 2025
How media consumption in Latin America has revolutionised marketing
Most popular TikTok influencers from Venezuela as of July 2022
@feedzinesocial
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