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EMARKETER

Latin America Mobile Video Consumers 2023

9 Trends Defining the Mobile Video Landscape

Report by Matteo Ceurvels  |  Apr 20, 2023
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Table of Contents
Executive Summary
Nearly 90% of smartphone users watch digital video content.
Latin America has a huge appetite for foreign-language content.
Free ad-supported video content overtakes TV.
Subscription OTT penetration is low but poised for growth.
Subscription video platforms compete for limited household budgets.
International players dominate Latin America’s subscription video landscape.
Increased service costs and insufficient content fuel subscriber churn.
Netflix and Disney+ will need to look beyond current subscribers for future ad-supported user growth.
The digital video ad experience leaves much to be desired.
What do these trends mean for media companies in 2023?
About the Survey
Sources
Media Gallery
About This Report
Our first-ever mobile video flash survey explores the latest consumer trends in Latin America’s rapidly evolving digital video landscape, and what they mean for the region’s biggest media companies this year.
Topics
Digital Video
Mobile Video
Video-on-Demand (VOD)
Latin America
Table of Contents
Executive Summary
Nearly 90% of smartphone users watch digital video content.
Latin America has a huge appetite for foreign-language content.
Free ad-supported video content overtakes TV.
Subscription OTT penetration is low but poised for growth.
Subscription video platforms compete for limited household budgets.
International players dominate Latin America’s subscription video landscape.
Increased service costs and insufficient content fuel subscriber churn.
Netflix and Disney+ will need to look beyond current subscribers for future ad-supported user growth.
The digital video ad experience leaves much to be desired.
What do these trends mean for media companies in 2023?
About the Survey
Sources
Media Gallery

Executive Summary

Nearly half of Latin America’s population—or 327.2 million people—will watch digital video content on their mobile phones this year, per our forecast. Our first-ever regional flash survey delves deeper into mobile users’ viewing habits and attitudes toward Latin America’s rapidly evolving digital video landscape. The findings can help media companies and advertisers reach consumers in an increasingly crowded streaming landscape.

Key Question: What is top of mind for mobile video viewers in Latin America, and how should media companies respond?

Subscription Video-on-Demand (SVOD) Services to Which Mobile Video Viewers in Latin America* Subscribe, Nov 2022 (% of respondents )
E-Mail ChartDownload

KEY STAT: Despite local and international players’ best efforts, the regional landscape is still a game of Netflix versus everyone else.

Here’s what’s in the full report

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Table of Contents

  1. Executive Summary
  2. Nearly 90% of smartphone users watch digital video content.
  3. Latin America has a huge appetite for foreign-language content.
  4. Free ad-supported video content overtakes TV.
  5. Subscription OTT penetration is low but poised for growth.
  1. Subscription video platforms compete for limited household budgets.
  2. International players dominate Latin America’s subscription video landscape.
  3. Increased service costs and insufficient content fuel subscriber churn.
  4. Netflix and Disney+ will need to look beyond current subscribers for future ad-supported user growth.
  5. The digital video ad experience leaves much to be desired.
  1. What do these trends mean for media companies in 2023?
  2. About the Survey
  3. Sources
  4. Media Gallery

Charts in This Report

Subscription Video-on-Demand (SVOD) Services to Which Mobile Video Viewers in Latin America* Subscribe, Nov 2022 (% of respondents )Smartphone Users in Latin America* Who Have Watched Digital Video Content, by Demographic, Nov 2022 (% of respondents in each group)
Ways in Which Mobile Video Viewers in Latin America* Prefer to Watch Foreign-Language Content Online, Nov 2022 (% of respondents)Types of Video Content Watched by Mobile Video Viewers in Latin America*, Nov 2022 (% of respondents in each group)
Mobile Video Viewers in Latin America* Who Have Paid for a Subscription Video Service, by Demographic, Nov 2022 (% of respondents in each group)Number of Subscription Video Services that Mobile Video Viewers in Latin America* Pay for Each Month, by Demographic, Nov 2022 (% of respondents in each group)
Reasons That Mobile Video Viewers in Latin America* Have Canceled a Subscription Video Service, Nov 2022 (% of respondents )Actions Disney+ vs. Netflix Subscribers in Latin America* Will Take With the Introduction of Ads on Their Platforms, Nov 2022 (% of respondents)
Aspects of the Digital Video Ad Experience That Frustrate Mobile Video Viewers in Latin America*, Nov 2022 (% of respondents)Types of Digital Ads That Would Make for a More Enjoyable Video-Viewing Experience According to Mobile Video Viewers in Latin America*, Nov 2022 (% of respondents)

authors

Matteo Ceurvels

Contributors

Paola Flores-Marquez
Researcher, Latin America & Spain
Jennifer Merritt
Vice President, Content
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