Its Facebook penetration will still be remarkably high, at 97.9%, but the Philippines, Mexico, and Thailand will all come out ahead that year. The change in ranking for Argentina stems from a somewhat slower growth pattern in the country. The number of users will rise 6.0% in 2020 to 27.3 million, a lower rate of increase than in Mexico or Brazil. Middle East and Africa.

In Mexico, more than 90% had watched SVOD, while 88.9% had watched live TV. In New Zealand and the US, the percentages of respondents viewing live TV and SVOD were almost the same. Such figures confirm eMarketer’s forecast for steady growth in subscription video viewing.

All three countries we track in the region—Argentina, Brazil, and Mexico—will be among Instagram’s top 10 markets based on users, penetration among internet users, or both. Latin America’s Instagram user base will surpass 200 million in 2024, accounting for nearly half of internet users in the region.

For the most part, the top 10 growth countries are the same as they were pre-pandemic: India, Indonesia, Russia, China, Brazil, Argentina, and Mexico. Spain and Finland are new entrants to the list this year, while Italy will move up to the No. 4 spot. In the latter three countries, early stay-at-home measures increased the need to communicate via mobile.

Continued strong growth in Brazil, Argentina, and Mexico has driven the region’s ascent in Twitter rankings. The US and Canada are more mature markets and consequently see lower growth annually. Asia-Pacific is the fastest growing region overall.

Also among the worst performers this year will be the Latin American markets of Brazil, Mexico, Argentina, and Peru and the European markets of France, Italy, and Spain, with double-digit declines expected in their media ad spending growth.