A. Guttmann
Research Lead covering advertising and marketing
Latin American media users now spend more time with digital devices than they do with traditional TV. Mobile time spent is in fact twice as high as the time devoted to broadcast TV, emphasizing the growing reliance on online media among consumers in the region. On average, close to three quarters of the population in Latin America have access to the internet, and in Chile, Brazil, and Mexico internet access is even higher than that. The region as a whole follows the global trend of pivoting to digital media usage, however, local markets exhibit slight differences in media consumption behavior. These distinctions must be considered when targeting these consumers for marketing purposes or looking to introduce services in the region.
Brazil dominates TV consumption
Looking at video consumption in the largest markets in Latin America, when it comes to TV usage Brazil takes the lead, with more than four hours spent viewing broadcast television or streaming online video each day. Consequently, the TV industry revenue in Brazil is significantly higher than in Mexico and Colombia, which are also populated by avid TV fans. other markets in the region. This landscape becomes more varied when considering free vs. pay TV usage in Latin America. Argentina remains consistently loyal to pay TV, Chile and Colombia see the reach of this medium dropping, while Brazil shows nominal commitment to paid cable and satellite channels. Free TV, on the other hand, is more popular across Latin America in general, reaching more than 40 percent of the population in major markets.Audio media consumption – Chile at the forefront
Chileans are the keenest radio listeners and music streamers in Latin America. Despite being the least popular pastime overall in the region, broadcast radio still takes up over one hour of media time a day in Chile, Argentina, and Colombia, while Brazilians and Mexicans spend less than 60 minutes listening to traditional radio. Music streaming garners more attention than radio, and again, Chileans devote more time to online music compared to other large markets. For advertisers seeking to invest in radio, Chile could be a lucrative market in which to do so, and these consumers may also be more effectively reached by music streaming offerings and music content recommendations.Varied media usage requires differing marketing approaches
While digital media should remain the focus for marketers and business ventures alike. Traditional media such as free TV or radio still play a significant role in certain markets. Advertisers and brands should bear in mind that the digital divide in the LATAM region is yet to be bridged, and a tailored approach to each market may achieve better results than a 'one size fits all' approach. The future of digital media usage in Latin America, particularly in underserved markets and rural areas, may ultimately be characterized by a reduction in internet inequality and investment in infrastructures that will afford consumers a wider range of online entertainment options.
