The Rise of Ad-Supported Streaming

An In-Depth Look at How Ads Are Powering Streaming TV in LATAM

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Streaming TV is the future of television in LATAM. Over the past few years, streaming TV has seen tremendous growth and has entered a new phase of maturity where most internet-connected households are streaming, and much of the growth is coming from ad-supported viewership.

 

Markets include: Argentina, Brazil, Colombia, and Mexico – referred to collectively as ‘LATAM’
Percentages shown are an aggregate of LATAM (all markets) unless stated otherwise.
Methodology updated on June 6, 2023 to correct a typo. Age of respondents changed from 16-74 to 18-74.

Ad-Supported Streaming Is Surging

Ad-supported streaming is surging and is now watched by 75% of internet-connected TV viewers and is expected to continue to grow, with many ad-free streamers saying that they plan to use a new ad-based streaming service in the next year.

 

71% of ad-free streamers said they will use a new ad-based subscription service in the next year.

Source: ʪƵ

Streamers Are Spending More Time Watching Ad-Supported Content

63% of ad-supported streamers are watching more streaming compared to last year, while only 7% are watching less. We also found that there is little difference in time spent streaming between those who watch programming with ads and those who only watch ad-free content.

Q: In an average week, how many hours of TV do you watch?
Base: Watch only ad-supported streaming and only ad-free and no other TV; avg. weekly hours
Source: ʪƵ

Streaming TV Ads Drive Action

Streaming TV is also a powerful vehicle for building brand trust and driving action. More than 8 in 10 ad-supported streamers trust the ads they see within TV environments and 40% indicated that they search for the product or services online after seeing it on TV.

 

Q: To what extent do you find the ads (including video ads) on the following platforms trustworthy?
Q: When you see ads while watching TV, including streaming services, how often do you search online for an advertised product?
Base: Ad-supported streamers
Source: ʪƵ

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