Top Growth Trends for Latin American Media

by Veronica Lizama@US Media Consulting on JUNE 18, 2013 in LATIN AMERICAMARKETINGMEDIA

Top Growth Trends for Latin American Media
This post is also available in: Spanish

We took a look at some recent figures from a variety of sources and noticed some noteworthy growth in a variety of areas.


According to a new study from the World Association of Newspapers and News Publishers (WAN-IFRA), newspaper advertising revenues in Latin America grew by 9.1% in 2012—the largest growth of anywhere in the world. In contrast, in 2012 many other regions experienced a drop in newspaper ad revenues, including North America (7.6%), Eastern Europe (5.6%), Western Europe (3.4%) and Australia/New Zealand (8.3%).

According to PriceWaterhouseCoopers Global entertainment and media outlook 2013-2017, magazines in Brazil will have a current adjusted growth rate of 7% a year for this time period.

Pay TV
A recent report from LAMAC (Consejo Latinoamericano de Publicidad en Multicanales) indicated that 55% of Latin Americans have pay TV, up from 51% in 2012 and 44.8% in 2011. The countries with the deepest pay TV penetration are Colombia (84%), Argentina (83%), Chile (60%), Mexico (44%) and Brazil (40%). That said, Mexico recently posted a significant increase in subscribers in the first quarter of 2013 and is on track to reach 14.5 million, not far behind Brazil’s pay TV audience of 16.97 million.

In its Futuro Digital Latinoamérica report, comScore indicated that the amount of Internet users in Latin America grew by 12% in 2012, a larger growth than any other region in the world. In addition, Latin American internautas spend an average of more than 10 hours a month per user on social media sites, more than double the world average.

First, Informa Telecoms & Media projects that by the end of 2013, Latin America will have 742 million mobile subscriptions and nearly 141 million smartphone connections. At Mobile World Congress in February 2013, César Alierta, president of telecom giant Telefónica, said that he believes smartphone penetration in Latin America will reach 43% by 2016. According to IDC, more than 81 million smartphones will be sold. This rapid adoption of mobile devices will impact Latin America in several key ways:

  • Tata Consultancy Services projects a 35% increase in mobile transactions done in Latin America between 2012 and 2015
  • The Federación Latinoamericana de Bancos reported recently that 18 million Latin Americans engage in mobile banking right now but that by 2015 more than 140 million Latin Americans will use mobile banking
  • eMarketer projects an 85% increase in mobile advertising spend in Latin America in 2013, followed by an additional 95% increase in 2014 so that by 2016 mobile advertising spend in Latin America will total US$374 million: 15.5 times more than what it was in 2011 (US$24 million)
  • Mobile Internet will explode, as Ericcson predicts that by 2018 Brazil will have 350 million mobile subscriptions, Mexico will have 150 million mobile subscriptions, Argentina will have 70 million mobile subscriptions, Colombia will have 65 million mobile subscriptions, Chile will have 50 million mobile subscriptions and Peru will have 40 million mobile subscriptions

To find out how we can help you reach Latin American consumers via media campaigns of all types, please contact us.