Presenting new and key information on the dynamics of content consumption in Latin America, Whip Media’s Media Research and Insights Lead, Eric Steinberg, offered an insight sesión at LA Virtual Screenings 2022, where he highlighted the strengths of the region and the players that They are dominating the market.
The executive expressed that although the USA continues to be the dominant provider of TV content in the region, the appetite for global series has made this market an «interesting» niche for many platforms, foreign and global, making the big players compete with new services, both international and local.
‘Looking at the streaming majors, the stats that offer us an overview of the region are those of Mexico, Brazil and Argentina, territories where productions made in the USA/Canada predominate,’ said Steinberg, who especially highlighted the Mexican market for its great demand for Asian productions, especially anime.
In these three territories, the executive highlighted that the demand for content made in North America decreased, while programs from regions such as Japan and Korea grew. ‘Case in particular, Brazil has experienced a growing demand for local content. This may be due to the presence of platforms in that country, which are making a strong investment in national productions, so much so that it is encouraging streaming majors to start making more local content available that represents their affinities’.
In all three markets, the executive highlighted a growing affinity for content geared towards contemporary youth. As a conclusion, the streaming platforms have enable producers from more countries to succeed in LatAm. Gains from other countries have come at the expense of US producers. While Netflix has been driving the increased diversity in programming, Amazon is diversifying too. And the appeal of local content persists and can be different by platform and territory.
