Latin America Digital Video 2019

Latin America Digital Video 2019

What’s Driving Digital Video Viewership in Argentina, Brazil, Mexico and Other Markets

Digital Video 2019

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Forecasts for seven markets: US, Canada, China, France, Germany, Latin America, UK

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About This Report
This report features our latest forecasts for Latin America’s digital video market with breakouts for Argentina, Brazil and Mexico. It also looks at who’s watching, how and where they are watching, and what it all means for marketers.

Executive Summary

Latin America’s digital video market is growing, fueled by consumer demand for “anytime, anywhere” content. And we forecast that 45.3% of the region’s population will watch digital video regularly this year.

How many consumers in Latin America watch digital video?

Per our estimates, 289.2 million individuals in Latin America will watch digital video in 2019. This number will climb to 317.9 million by 2023, when nearly half (48.2%) of the population will be digital viewers.

How many people are watching mobile video in Latin America?

Latin America has one of the fastest-growing mobile phone markets in the world, which is largely responsible for driving increases in mobile video viewership. We expect 243.9 million people—nearly 40% of the region’s population—will watch video via mobile phones this year.

Which digital video platforms dominate in Latin America?

YouTube is by far the most popular. After Asia-Pacific, Latin America will be home to the second-largest user base of YouTube viewers this year, accounting for 15.4% of the total viewers globally, or 270.6 million people.

How’s the subscription over-the-top (OTT) streaming landscape looking?

Subscription OTT viewership is on the rise in Latin America, most notably in Mexico and Brazil where 20.9% and 17.1% of each country's population will watch video via any app or website that provides paid subscription access to streaming video content over the internet.

How has pay TV fared in light of the proliferation of subscription video-on-demand (SVOD)?

Latin America’s six largest economies accounted for 56.6 million pay TV subscribers at the end of March 2019. Despite a slight 1.4% quarterly decline in the number of subscribers, consumers still consider SVOD services to be a complementary offering to their pay TV subscription, rather than a replacement for it.

WHAT’S IN THIS REPORT? This report features our latest estimates for digital video viewership in Latin America, with breakouts for Argentina, Brazil and Mexico. It includes our forecasts, third-party data and business activity.

KEY STAT: More than 45% of the population in Latin America will watch digital video in 2019. This corresponds to 289.2 million viewers. By 2023, there will be 317.9 million digital video viewers, which is nearly half (48.2%) of the population, or 75.4% of internet users.

Here’s what’s in the full report

3files

Exportable files for easy reading, analysis and sharing.

31charts

Reliable data in simple displays for presentations and quick decision making.

9expert perspectives

Insights from industry and company leaders.

Table of Contents

  1. Executive Summary
  2. Digital Video and Mobile Phone Viewers
  3. How Digital Video Is Reshaping Latin America
  1. Opportunities for Marketers
  2. Key Takeaways
  3. eMarketer Interviews
  1. Read Next
  2. Sources
  3. Media Gallery

Charts in This Report

Interviewed for This Report

Andrés Bayona
Televisa
Content and Digital Production Manager
Interviewed August 6, 2019
Mauro Baz
Hogarth Worldwide
General Manager, Miami
Interviewed August 8, 2019
Chase Buckle
GlobalWebIndex
Trends Manager
Interviewed August 6, 2019
Paul Childers
Penthera
Vice President, Global Sales
Interviewed August 6, 2019
Paulina Díaz
Ogury
Managing Director, Mexico
Interviewed August 16, 2019
Juan Carlos Göldy
Logan
Founder and CEO
Interviewed August 8, 2019
Iván Marchant
Comscore
Vice President, Mexico, Colombia, Peru and Central America
Interviewed August 5, 2019
Alberto Pardo
Adsmovil
Founder and CEO
Interviewed January 4, 2019
Eric Tourtel
Teads
Senior Vice President, Latin America
Interviewed August 8, 2019

authors

Matteo Ceurvels

Contributors

Monica Peart
Senior Director, Forecasting
Vincent Yip
Forecasting Analyst