The pandemic has had a profound impact on Latin America’s retail industry. Mandated stay-at-home orders in several countries forced retailers to close physical stores, wreaking havoc on many companies’ bottom lines.

Latin America will have the worst regional performance for ad spending overall this year, declining 10.0% collectively, although oddly, it will also have the best performance for digital ad spending growth at 5.0%.

The US will remain the largest market worldwide for total and digital advertising for the foreseeable future. China achieved rapid catch-up growth for a while, starting at one-quarter of the US spend in 2012 and rising to almost half by 2020.

From classic telenovelas (soap operas) to sports, TV has played a pivotal role in Mexico. But digital video continues to vie for consumers’ attention. Our estimates show that nearly half (48.4%) of Mexico’s population—or 61.0 million people—will watch streaming or downloaded video content via any device at least once per month in 2019.

Though Netflix increased the cost of its subscriptions worldwide, the price hikes didn't have an equal effect everywhere. While much has been written about the company’s loss of US customers in Q2 due to costlier subscriptions, we estimate that Netflix’s viewership growth in Latin America will remain strong.

This report provides a regional and country-by-country analysis for retail ecommerce and mcommerce sales in Latin America, with breakouts for Argentina, Brazil, Chile and Mexico. It also examines emerging trends and key drivers fueling regional market movements.

eMarketer research analyst Matteo Ceurvels sheds light on the latest trends in digital and mobile commerce in Latin America. How much retail business is done through digital channels in the most populous countries in the region? How are brands capitalizing on the “mobile-first” mentality? What are the top ecommerce platforms in key countries like Mexico and Brazil?

Singles’ Day is the world’s biggest shopping event, and Black Friday is just around the corner. Holiday shopping is a major driver of retail and ecommerce around the world, but spending and which holidays drive the most activity vary by region.

Regional and country-by-country figures for retail sales, retail ecommerce sales, retail mcommerce sales and digital buyers in Latin America, Argentina, Brazil and Mexico—in addition to demographics, barriers to ecommerce, as well as leading websites and mobile apps.

An in-depth look at total media, traditional media, digital and mobile ad spending for six markets in Latin America—Argentina, Brazil, Chile, Colombia, Mexico and Peru—as well as the implications of the FIFA World Cup on consumer behavior and regional ad spending.

Total media ad spending worldwide will reach $628.63 billion in 2018, a 7.4% gain over last year. Mobile advertising’s share of spend is expected to climb to 29.2% this year.

This report provides an in-depth analysis of eMarketer’s latest regional estimates and trends for total media, traditional media, digital and mobile ad spending in Latin America.