CTV in Brazil: 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.
- Reach that rivals broadcast: There is widespread adoption of both SVOD and AVOD streaming platforms in Brazil. 91% of respondents use a streaming service at least once a week and 80% use AVOD at least once a week.
- The myth of subscription fatigue: The current average monthly subscription in Brazil is BRL 86, yet the maximum they would be willing to pay is BRL 115.
- Advertising is not a barrier to adoption. 88% of consumers wish there were more free streaming video services, and 79% of subscribers to ad-free streaming services would switch to an ad-supported model if offered.
You can view a summary infographic for the surveyed markets (Brazil, Mexico, and Argentina) here.