The Latin American media market is undergoing accelerated growth, fueled by rising streaming penetration and a significant shift toward ad-supported business models, according to insights presented by Maria Rua Aguete, Head of Media and Entertainment at Omdia, at MIPCOM 2025.
In a session organized by MIPCancun, Omdia’s data confirms that online video subscriptions in Latin America are projected to reach 167 million by 2029, indicating strong long-term expansion. The total value of the region’s online video market is also expected to nearly double, rising from $9.6 billion to $18 billion by 2029.
FAST model and Ad revenue surge
The growth is particularly pronounced in the ad-supported space, as consumers seek affordable alternatives amid inflation and subscription fatigue.
- FAST Adoption: The number of households using Free Ad-supported Streaming TV (FAST) services is projected to double, increasing from 26 million households in 2024 to 52 million by 2029.
- AVOD Revenue: Advertising spend across video-on-demand (AVOD) platforms is also set to accelerate, projected to grow from $2.1 billion in 2024 to $5.4 billion by 2029.
Rua Aguete pointed out that this growth is concentrated, with Brazil becoming a dominant market. The country is expected to account for 40% of all FAST subscriptions in the region by 2029.
Platform dynamics and local content
The competitive landscape in Latin America remains distinct, with major global and regional players driving growth.
- Regional Dominance: Globoplay leads the market in Brazil, while Netflix maintains its position as the top international player across the region.
- Telco Integration: Movistar and Claro are noted as key players whose strategies are integrated with their respective telecommunications businesses.
- Originals Investment: The market is characterized by substantial investment in local productions, with platforms committing significant budgets to original content.
- Language Preference: The majority of consumption is shifting towards Spanish-language content.
Rua Aguete concluded that this transformation provides a critical opportunity for platforms to scale rapidly, driven by favorable demographics and a clear shift in consumer preference toward more flexible, ad-supported viewing models.
