Latin America (LatAm) is the apple’s eye for the global streaming industry. It is already the second fastest growing market in the world, ahead of Europe and North America. We are talking about a total of USD 5.8 billion in sales volume with expected 2020-2025 CAGR of 13.1%, according to Netscribes. Seems exciting, right? Yet, competition is fierce, since all players want to grab higher shares of an industry that is exceeding linear television – in the number of Latin American subscriptions – for the first time.
Willing to shed some light on how is the competition landscape of this booming market, we have compiled some insightful data about the main streaming models, their respective global players, and the market share of each of them. Are you ready?
Lights, camera, action! Sit back and enjoy.
The leading markets in the region
LatAm definitely deserves the streaming industry’s attention. Based on eMarketer statistics, Brazil and Mexico are expected to become the fourth and fifth countries with most sub over-the-top (OTT) users in the world this year, with 70.6 million and 43.8 million, respectively.
Along with this phenomenon, Netscribes pointed out that subscription video on demand (SVoD) will continue to expand in Chile and Colombia due to the increasing number of households with broadband access (65%). Global audio streaming players such as Spotify, Apple Music and Deezer, are also willing to increase investments in Argentina, Colombia and Chile.
Streaming market distribution by LatAm’s largest economies
- 47 streaming platforms
- 80.256 content available
- 42 streaming platforms
- 66.154 content available
- 48 streaming platforms
- 82.138 content available
- 36 streaming platforms
- 62.601 content available
- 35 streaming platforms
- 60.259 content available
- Brazil – 50%
- Mexico – 22%
- Argentina – 10%
- Chile – 8%
- Colombia – 8%
Streaming models and key players
After this quick market overview about the leading streaming markets in LatAm, it is time to unravel the main streaming models and who are the protagonists in the region.
Video on Demand
Video on demand (VoD) is an OTT video content that can be watched anytime, anywhere. VoD services are related to a subscription video on demand (SVoD), transactional video on demand (TVoD) or ad-based video on demand (AVoD).
The first one refers to any entertainment programming that requires a subscription (usually charging monthly fees) to be accessed. TVoD, on the other hand, charges the user per view or content package. Lastly, AVoD is a free to watch or freemium service which generates revenue from advertising.
Here are the leading VoD players in Latin America, according to Netscribes (sep/21):
- Netflix (50% market share)
- Disney+ (21% market share)
- HBO Max (19% market share)
- Amazon Prime Video (10% market share)
- Globoplay (8% market share)
Audio on Demand
Audio on demand (AoD) is also an OTT audio content which can be listened anytime, anywhere. It includes not only the music streaming market but also podcasts, audiobooks, editorial and many other segments. Commonly, AoD services charge customers on a subscription basis. However, there are also freemium services with advertising support.
Here are the leading AoD players in Latin America, according to Netscribes (sep/21):
- Spotify (83% market share)
- Deezer (12% market share)
- Amazon Music (5% market share)
Live streaming services are audio or video contents transmitted in real time to an audience via OTT. It includes sport events, concerts, shows, podcasts, radio programs or any sort of live content. It can be charged via subscription or a pay-per-view/pay-per-play basis.
The live streaming market is gaining traction among Latin Americans. As reported by Netscribes, some streaming platforms, like Deezer, have been working with artists to create live concerts and shows.
Other initiatives are more related to sports. Disney+ has now a separate streaming service to provide ESPN’s regional catalog of sports content. Meanwhile, HBO Max is broadcasting the UEFA Champions League in the region, and Amazon Prime Video is covering local sport tournaments, such as the Copa do Brasil (Brazil Cup).