Mexico will be the first country to pass the 75% mark, in 2025, while Brazil will reach this milestone in 2026. By the end of our forecast period, Mexico and Brazil will become the fourth- and fifth-most digitally penetrated ad markets in the world, respectively—a few percentage points behind the 79.8% share of the US.

Volume will grow at a similar pace as retail into 2023, driven by outflows from the US and inflows to India and Mexico, per our forecasts. Key Trends We’re Watching. Remittance Giants Will Ramp Up Digital to Fend Off Upstarts and Disintermediation. Close to 4 in 10 US adults who send money abroad plan to increase their use of digital transfers, per a December 2021 Visa survey.

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.

Watching subscription over-the-top (sub OTT) video has become one of the most popular activities in the world, and the worldwide user numbers for sub OTT have become commensurately huge. Netflix remains a driving force in this digital transformation.

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.

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.

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.

That group included Argentina, China, India, Mexico, Poland, Saudi Arabia, and South Africa, as well as the UK and the US. By contrast, only 29.2% of internet users in Russia had recently watched video via a subscription service. The digital audio market is evolving, but radio hasn’t gone away.

However, social media and messaging users were relatively modest in the number of services they engaged with—compared with internet users in Brazil or Mexico, for example. In Canada, more than 6 in 10 respondents said they used no more than six platforms in these categories. By contrast, consumption of music, podcasts, and other digital audio content was rather subdued, except in younger age groups.

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.

The second-most mobile-centric country we track is Mexico, where 56.7% of total spending will go to mobile this year. The global average, meanwhile, will be 49.9%, a figure skewed upward by China itself. By the end of 2025, more than 80% of ad dollars in China will go to mobile. At that point, 94.8% of digital ad spending will be focused on smartphones (and, to a much lesser extent, tablets).

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.

Brazil, Chile, and Argentina all rank in the top 15, and Mexico and Colombia are already in the top 10. All of them are on upward trajectory. As recently as 2019, not a single Latin American ad industry spent more than half of its dollars via digital. But by 2026, four countries (Mexico, Brazil, Colombia, and Argentina) will rank among the top nine in the world in digital ad spending share.