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Analysis of streaming in Latam in 2023

Análisis del streaming en Latam en 2023

We present the results of the study on the streaming content landscape in Latin America and the United States in 2023.

PlumResearch

PlumResearch has conducted an analysis of the streaming content landscape in Latin America for the year 2023. The study covers selected countries, such as Argentina, Brazil, Colombia, Mexico, the Spanish-speaking population in the U.S., and the United States as a whole. This comprehensive research presents data on the audience of Latin American original content in the aforementioned countries.

Latin America holds great importance for Netflix, with the platform being a host and producer of substantial local content, with more than a thousand seasons and local movies available in 2023. Data from PlumResearch reveals that people in Argentina, Brazil, Colombia, and Mexico alone spent 39 billion hours watching Netflix content in 2023, which equates to 4.5 billion years of content consumption on the platform that year.

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Methodology
The study covers selected countries, such as Argentina, Brazil, Colombia, Mexico, the Spanish-speaking population in the U.S., and the United States as a whole. All the metrics and dashboards used are part of Showlabs Entertainment, a popular tool for monitoring streaming services around the world. The time period is the year 2023.

How many hours do users spend watching content on Netflix?
Brazil emerges as the largest consumer market, leading in Total Hours Viewed (THW), followed closely by Mexico. The Spanish-speaking population in the United States stands out as the most fervent consumer of new releases, constituting 36% of content consumption in 2023.

Regional Variations in Latin American Content Consumption
Colombia emerges as a leader in the consumption of Latin American content, commanding a substantial 20% of the THW. It is closely followed by Argentina, Mexico, and the U.S. Hispanic population, each contributing approximately 15%, while Brazil maintains a significant share of about 12%. This distribution underscores the diversity and appeal of Latin American content in these crucial regions.

Exploring the Impact of Netflix Original Productions on LATAM Content Consumption
Examining the distribution of Netflix original productions within Latin American content reveals intriguing consumption patterns. The U.S. emerges as the top consumer of original content, claiming a substantial 45% of LATAM content consumption. Brazil follows close behind, dedicating 42% of its LATAM content consumption time to Netflix original productions. Mexico and the U.S. Hispanic audience have significant consumption, with rates ranging from 30% to 35%. Argentina and Colombia, although slightly behind, still account for a remarkable 25%. These statistics highlight the preferences and various trends shaping the audience for LATAM content in these key regions.

Monthly Participation by Gender in THW in LATAM
Análisis del streaming en Latam en 2023In LATAM countries, "Comedy" takes the lead, ensuring more than 25% of consumption in some months (with an annual average of 24%). "Drama" follows with an average of 16%, while "Action & Adventure" hovers around 14%. These figures offer a concise look at the monthly gender preferences that shape Total Hours Viewed (THW) in the region.

Top Monthly Viewing Engagements in LATAM
Foreign productions consistently lead in viewing share (SoV), with LATAM productions following close behind. Prominent titles within LATAM include "Every Day the Same Night," "Palermo Division" and "Fake Profile." This underscores the continued popularity of international content, highlighting notable regional exceptions.

Total hours watched by country of origin - consumption of first-party content
Brazil takes center stage with an impressive 72% consumption of its own content within LATAM productions. Interestingly, Argentina stands out by consuming more Colombian content (42%) than its own, and roughly the same amount of Mexican content (30%) as Argentinian content (34%), reflecting a unique pattern in content preferences. The U.S. Spanish-speaking population is more likely to consume Colombian content, followed by Mexican content.

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Conclusion: Navigating Netflix's triumph in LATAM
Reflecting on Netflix's triumph in the streaming scene in Latin America and the United States for 2023, PlumResearch's meticulous analysis reveals a picture enriched by diverse viewer preferences. Brazil emerges as a powerful consumer, driving a significant 72% consumption of its own content within LATAM productions. Meanwhile, the Spanish-speaking audience in the U.S., making up 36% of new release enthusiasts, underscores Netflix's global impact.

Not only does the data show the dominance of foreign productions, but it also highlights unique regional trends. From monthly share by genre to top viewing engagement, the streaming giant continues to captivate audiences, emphasizing its pivotal role in the ever-changing entertainment scene in Latin America.

Richard Santa, RAVT
Author: Richard Santa, RAVT
Editor
Periodista de la Universidad de Antioquia (2009), con experiencia en temas sobre tecnología y economía. Editor de las revistas TVyVideo+Radio y AVI Latinoamérica. Coordinador académico de IntegraTec y LiveTec.

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