Media consumption in Latin America 2023 and its impact on marketing

Television has given way to  streaming , radio has given way to  podcasts, and some opinion leaders have become content creators on different social platforms. Undoubtedly, media consumption in Latin America has changed and offers quite interesting challenges. How can brands stay relevant? What media is really worth investing in?

Complementary to the article on Latin American consumer preferences in 2023 by Americas Market Intelligence, this time they offer the most notable changes in media consumption in Latam in the last year, exclusively among Latin American Internet users. In addition, we show how experts in marketing and advertising in Latin America are reacting.

#1: Gamers are a great segment to tap into

While a video game is not a medium as such, it is an important way to reach consumers, particularly when we see that gamers are not just playing games, but using Twitch and YouTube to watch other gamers in action and actually following their channels. faithfully. There's also the fact that gamers use their consoles to stream TV.

In short, in Latam it is a significant audience. One in two Latin American Internet users plays video games, reaching the mark of 315 million users in 2022 (an increase of 5% compared to the previous year). The video game market in Latin America is estimated at around US$ 8.4 billion and its impact on media consumption has been notable:

In the last quarter of 2021, the consumption of video game streaming on YouTube accumulated more than 1.3 billion hours of content consumed. In 2022, the Latin American video game streaming audience reached 75.5 million.

E-sports players participate in events that have been recognized even by the Olympic committee. Earnings from e-sports in South America will reach US$23.6 million in 2027.

1 in 5 Latin American gamers use their console to watch streaming and live TV, year-on-year growth approx. of 15%.

It is estimated that 1 in 2 Latin Americans play in mobile apps (50%), a figure that in countries like Mexico reaches 75%. Of these, 62% are willing to view advertising for rewards.

Discord is mainly used by Internet users in Chile (17.8% penetration), Argentina (17.1%), Brazil (16.4%), Mexico (12.9%) and Colombia (10.3%). Other prominent social networks for gamers include Snapchat, Twitch, and Reddit.

Children and adolescents in Latin America: it is estimated that 65% of them consume video games, either through consoles or cell phones.

Source: Americas Market Intelligence.