CTV in LATAM: Widespread CTV Adoption and High Ad Receptivity Shows Opportunities for Marketers

Magnite Team

April 20, 2021 | 2 min read

Magnite’s new research report, CTV in LATAM: The Future Forward, explores the shift in peoples’ viewing habits across the region, and identifies CTV as an imperative for advertisers to formulate their media buying strategies for 2021 and beyond.

Magnite surveyed over 4,000 consumers across Latin America’s largest markets: Brazil, Argentina, and Mexico. The research identifies how audiences are consuming TV and explores the opportunity for marketers seeking to connect with engaged audiences as the shift to CTV accelerates and consumer behavior evolves.

Key Findings: 

  • There is widespread adoption of CTV streaming platforms across Brazil, Argentina, and Mexico. Across the three markets, 91% of respondents said they tune into streaming TV weekly. In all three countries, respondents spent a majority of their time watching streaming TV over linear TV. 
  • Demonstrating consumers’ preference for streaming, 85% of viewers said they preferred streaming over broadcast TV, and 80% would keep streaming over broadcast if they had to choose. 
  • Viewers streaming content are far more attentive to programming than when watching broadcast shows, leading to higher engagement with advertising. The survey found that 79% of respondents stated they were receptive to advertising on CTV.
  • LATAM consumers are a majority of respondents (74%) would prefer to watch free or reduced cost ad-supported content and 83% said they wish there were more free streaming video services.

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