Young Users Pull Digital Video Up in Mexico - eMarketer
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Young Users Pull Digital Video Up in Mexico

100% of broadband internet users under 20 years old watch digital video

December 12, 2014 | Video

Mexico’s digital video viewership has undergone a rapid expansion in the past two years. After a 16.5% expansion brought total digital video viewers in the country up to 37.9 million in 2013, eMarketer estimates a further 16.7% improvement will take the number of consumers who watch digital video at least monthly via any connected device up to 44.2 million this year.

Broadband Internet Users in Mexico Who Have Watched Digital Video, by Age, Aug 2014 (% of respondents in each group)

Business Bureau (BB), a research firm focusing in the media and entertainment industries across the Americas, also points at a high level of overall digital video consumption, with 89.0% of broadband internet users in Mexico saying they had watched digital video at least once by August 2014 polling.

The same study found that, among the more advanced broadband internet user crowd—as opposed to narrowband connections—younger internet users were rather unsurprisingly the most likely to watch digital video. In fact, 100.0% of those under 20 years old said they watched digital video.

Predictably, penetration rates measured by BB fell as age increased, reaching only 74.6% of broadband internet users 50 and older.

eMarketer estimates internet users in the 18-to-24 age range are the most populous contingent at the moment in Mexico, with 9.9 million of them watching video through a connected device at least monthly. But as overall demographics shift in the country, so will its digital viewership. In fact, digital video viewers between ages 25 and 34 will replace their younger peers as the largest contributor to Mexico’s total in 2015 with 10.8 million, compared with 10.4 million viewers in the 18-to-24 group.

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