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

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:

• Reach that rivals broadcast: There is widespread adoption of both SVOD and AVOD streaming platforms in Argentina. 81% of respondents use a streaming service at least once a week and 58% of all viewing time is spent streaming.
• The myth of subscription fatigue: The current average monthly subscription in Argentina is ARS 549, yet the maximum they would be willing to pay is ARS 926.
• Advertising is not a barrier to adoption. 82% of consumers wish there were more free streaming video services, and 62% appreciate that advertising makes the service more affordable.

You can view a summary infographic for the surveyed markets (Brazil, Mexico, and Argentina) here.

You can download the full reports for Brazil here and Mexico here.

Enter your details below to download CTV: The Future Forward – Argentina (available in Spanish and English)