The main streaming models and key players in Latin America

See who are the key players in the booming Latin American streaming market and get insightful data about the region’s potential.

João Paulo Notini
April 29, 2022
3 min read

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

  • Brazil 
    • 47 streaming platforms
    • 80.256 content available
  • Mexico
    • 42 streaming platforms
    • 66.154 content available
  • Argentina
    • 48 streaming platforms
    • 82.138 content available
  • Colombia
    • 36 streaming platforms
    • 62.601 content available
  • Chile
    • 35 streaming platforms
    • 60.259 content available

Market share: 

  • 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 

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). 

João Paulo Notini
João Paulo Notini
Senior Content Marketing | Cross-Border operations at EBANX

Our annual study is out! Beyond Borders 2022-2023

Beyond Borders 2022-2023: How digital payments and e‑commerce are gaining traction in Latin America

EBANX solution for gaming in LatAm: how it works

You may also like

Africa

Nigeria’s Digital Payment Methods and Market Opportunities

Nigeria, home to over 164 innovation hubs and four of Africa’s seven unicorns, is a digital force to reckon with. Discover key statistics, mobile money trends, and emerging fintech alternatives in this blogpost.

Payments

Embedded Finance: A Must-Have for SaaS Platforms

Embedded finance is a game-changer for SaaS platforms to be competitive. It integrates financial services in your platform so your users can manage software tasks and financial transactions in one place.

Travel

How can cross-border payments improve the airline industry?

The airline industry is changing fast and expanding thanks to cross-border payments. Customers in emerging markets prefer alternative payment methods and installment plans and this has a direct impact on businesses. With revenue expected to hit US$1.02 billion by 2022, let’s explore how airlines are dealing with this reality.