I Recently Attended Several Events Across Latin America—Here Are the 5 Trends I have seen
The Unique Characteristics of Latin America
The streaming market in Latin America has seen some of the most remarkable growth in recent years, reflecting significant shifts in media consumption habits. The region’s rich cultural and linguistic diversity requires streaming platforms to deliver content that resonates with a variety of local preferences and identities.
Key challenges include ensuring the representation of national and local content and addressing regulatory issues to sustain this growth. Despite hurdles like regulation, taxation, and copyright protection, the region offers massive market opportunities.
Companies like Amazon are doubling down on investments in the area. For instance, their construction of data centers in Mexico aims to bolster cloud services infrastructure and expand content offerings.
With one of the fastest-growing digital audiences worldwide, Latin America is ripe for content delivery innovation. Brazil leads the way, ranking as one of the largest streaming service consumers globally.
I am Cristiano Barbieri, Broadpeak’s Sales Director for Content Providers in LATAM. I have attended numerous events across the region and want to share the key trends discussed, my perspective on them, and what lies ahead for Latin America in 2025 and beyond.
TOP 5 trends in LATAM
Connected TV (CTV) Dominance
- Smart TVs are the leading device for connected TV (CTV) consumption, used by 94% of CTV viewers.
- This underscores the importance of optimizing experiences for large screens, benefiting content providers and advertisers alike.
Streaming on Mobile Devices
- Smartphones dominate digital video streaming, with 88% of users favoring these devices.
- Content and ads need to be tailored for mobile platforms to drive engagement.
Short Videos on YouTube, TikTok, and Reels
- Short video consumption is surging, with platforms like Instagram Reels, TikTok, and YouTube Shorts seeing explosive growth.
- Instagram Reels interactions increased by 669% on Latin American social profiles.
- TikTok and YouTube Shorts also report steady growth.
- YouTube is a leading platform in the region, with high digital penetration:
- Argentina: 90.2%
- Brazil: 88.9%
- Mexico: 73.6%
- Connected TVs are gaining traction for YouTube, accounting for over 45% of viewing time in Argentina, Brazil, and Mexico, surpassing mobile usage.
- Viewing time increased by 44% in Argentina (January–October 2023 – 2024’s still unavailable) and showed significant growth in Brazil (27%) and Mexico (21%).
Read more about Gen Z and their changing TV-watching habits in this article
Podcasts Gaining Popularity
- Around 39–40% of respondents in the region listen to podcasts, with 22% consuming over an hour daily.
- Podcasts cover a wide range of topics—news, comedy, business, and education—offering new opportunities for content creators.
Growth in CTV and AVOD Advertising
- CTV advertising is growing rapidly in Latin America. It currently accounts for 5% of digital ad spending, with projections to reach 80% of total digital ad investments in the next five years.
- Ad-supported video-on-demand (AVOD) is also on the rise:
- 95% of CTV households use AVOD services monthly, and 87% access them multiple times a week.
- Platforms like YouTube, Pluto TV, Vix, Crunchyroll, Canela, and The Roku Channel dominate this segment.
- Increased adoption of internet-connected devices like smart TVs and shifting consumption habits toward streaming are driving this growth.
- Advertisers are increasingly able to measure the ROI of CTV campaigns, making this format even more attractive.
Strategic Tips for LATAM Executives
To stand out in the highly competitive Latin American streaming market, providers must adopt a strategic approach that combines user experience optimization with operational efficiency. Investing in scalable and adaptable infrastructure is essential to ensure seamless operations as the market expands.
Content personalization, driven by data insights, should be a top priority to boost audience engagement and forge stronger connections with specific viewer segments. Additionally, partnerships with local ISPs can enhance content delivery, improving the overall user experience. Embracing sustainable, reliable, and flexible business models capable of quickly adapting to shifts in consumer preferences is critical for long-term success.
Exploring new revenue streams, such as targeted advertising, e-commerce integration, and non-linear formats, can diversify and strengthen cash flow, providing a solid financial foundation for future growth.
- Adapt Quickly to Changes
- Stay on top of evolving regulations, including taxation, copyright, and privacy policies, to keep your business compliant and ready for future challenges.
- Diversify Device Optimization
- Focus on both CTV and mobile: Smart TVs and smartphones dominate as the primary devices. Tailor your content and campaigns to ensure an excellent viewing experience across all screens.
- Invest in CTV Infrastructure
- Increase spending on CTV: With CTV advertising on the rise, now is the time to allocate resources and expand in this area. The ability to measure ROI on CTV campaigns gives you an edge in budget allocation.
- Develop custom ad formats: Design visually engaging and interactive ads specifically for the CTV experience to boost campaign effectiveness.
- Explore AVOD Models
- Invest in or expand AVOD offerings: As users embrace ads in exchange for free content, AVOD provides an effective way to monetize without burdening consumers with subscription costs.
- Personalize ad experiences: Use ROI measurement tools to craft more targeted and impactful campaigns, leveraging platforms like YouTube, Pluto TV, and The Roku Channel.
Broadpeak’s Tech Solutions for LATAM
Broadpeak delivers innovative solutions tailored to the unique needs of Latin America’s streaming market, addressing its challenges and leveraging its opportunities.
- Multicast ABR: Ensures low-latency live content delivery in regions with inconsistent connectivity. This technology extends reach to remote areas with limited high-speed internet access. This aligns with the need to optimize content for various devices and consumption environments, ensuring efficient delivery even under adverse conditions.
(Learn how Broadpeak implemented its nanoCDN™ Multicast ABR solution for América Móvil and how content providers can benefit from this technology.) - Caching Solutions: By bringing content closer to viewers, caching enhances streaming quality and reduces operational costs, particularly in high-demand areas. This is especially relevant for lowering costs and improving efficiency from content preparation to distribution, addressing regional needs.
- Ad Insertion Technology: Targeted advertising is a growing trend, particularly in regional or hyperlocal markets. Broadpeak enables precise ad insertion, increasing monetization by allowing content providers to deliver personalized, effective advertising. This supports the rising demand for AVOD and FAST models in Latin America.
- Click2®: broadpeak.io seamlessly integrates streaming platforms with e-commerce, unlocking new revenue streams by connecting Connected TV (CTV) with e-commerce to enhance the user experience. This also opens opportunities for cash flow diversification, particularly with the growing popularity of non-linear formats and integrated commerce.
- Spot2Spot:The Spot2Spot solution provides a new revenue source by enabling ad insertion on a per-spot basis, creating commercial synergies between linear TV and streaming. This facilitates new business models, allowing content providers and TV operators to monetize content more flexibly and scalably, leveraging the growing acceptance of CTV advertising.
- Multi-CDN: User experience quality (QoE) is a top priority, and Broadpeak’s Multi-CDN technology significantly enhances content delivery quality. This not only optimizes operational costs and supports disaster recovery but also provides greater control over the streaming experience, ensuring uninterrupted service for users across Latin America.
- Player Analytics: Player Analytics offer critical insights for content providers, enabling them to measure audiences, assess engagement, and prevent churn. With this data, executives can personalize content, increase engagement, and create more effective campaigns, aligning with regional needs and strengthening audience relationships.
Broadpeak’s suite of solutions addresses the challenges and opportunities in the Latin American and global streaming markets. By ensuring operational efficiency, content personalization, intelligent monetization, and enhanced user experience quality, these solutions help providers stand out and succeed in the streaming market.
Empowering Digital Growth in Latin America with Broadpeak Solutions
As digital consumption continues to grow in Latin America, adapting technology and innovating business models are essential. Broadpeak’s solutions—like Multi-CDN, targeted ad insertion, and interactive ad formats—position it as a strategic partner for content providers seeking to enhance user experiences and tap into new revenue streams while overcoming infrastructure and quality demands.
Want to learn more about Broadpeak’s successful implementations in Latin America and beyond? Contact me or our team to discuss how our tailored solutions can meet your specific needs. Let’s talk about growing your business smartly and efficiently.
