This report explores the impact the pandemic has had on our latest regional estimates and trends for total media, traditional media, digital, and mobile ad spending in six markets in Latin America: Argentina, Brazil, Chile, Colombia, Mexico, and Peru.

At the country level, close to 60% of respondents in Colombia and Mexico expressed an inclination for in-stream ads, while the majority of those in Argentina and Brazil favored pre-roll or post-roll ads. Consumers in Latin America may be willing to watch ads, but that doesn’t mean AVOD service providers should be complacent about the ad experience they provide.

This report explores the impact COVID-19 will have on our latest regional estimates and trends for total media, traditional media, digital and mobile ad spending in six markets in Latin America: Argentina, Brazil, Chile, Colombia, Mexico, and Peru.

Traditional TV dominates sports broadcasting in Brazil, but digital platforms are taking hold, including OTT services run by media conglomerates and social media players that are vying for high-profile sports rights.

Some notable ones include deals with Telecom Argentina, with Vivo and Globoplay in Brazil, and with Izzi and Telmex in Mexico. Disney+ has also teamed up with ecommerce giant Mercado Libre to offer consumers a free subscription period based on their level of Mercado Puntos, or Market Points in English.

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.

For instance, we expect the number of people in Western Europe who use subscription over-the-top (OTT) video services to jump 15.6% this year—with even greater gains in the EU-4 countries. In North America, Netflix alone is forecast to have more than 185 million users in 2020.

As in Brazil, near-universal smartphone ownership in the sample population helped to account for a massive amount of daily time spent on mobile phones—5:01 on average, up nearly a half hour YoY. As of H1 2020, 75.1% of internet users owned a desktop or laptop, while 36.0% owned a tablet. Ownership of both devices fell more than 3 percentage points from the year prior.

In Brazil and China, the comparable shares were 82.4% and 74.2%, respectively. In China and India, the percentage of respondents watching some form of VOD was greater than the percentage viewing live TV.

"Behind the Numbers" completes its investigation of sports streaming around the world with a look at two key Latin American markets, Brazil and Mexico. eMarketer's Paul Verna and Matteo Ceurvels discuss the platforms and opportunities for marketers.

Our new forecast for global mobile messaging app users shows that the pandemic has accelerated adoption of OTT messaging services, though not in every country nor to the same degree for every app.