The news: Netflix’s heavy use of algorithms to shape recommendations and even greenlight shows is facing criticism for stifling originality. The platform tracks what viewers watch, how long they stay, and when and where they tune in. Algorithms then predict which shows to produce and promote, prioritizing scale and retention over creative risks. Our take: Netflix’s algorithm-first strategy may boost retention in the short term, but it risks long-term brand erosion in an oversaturated market. With viewers favoring platforms that deliver originality and cultural impact, rivals investing in originality and prestige programming have a clear opening to capture Netflix’s fatigued subscribers.

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.