Tag Archives: pay tv latin america

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The Hottest Pay TV Markets in Latin America

Argentina is the top pay TV market in Latin America in terms of penetration, followed by Venezuela and Puerto Rico. Business Bureau—a leading firm specialized in consulting, research and marketing intelligence for pay TV and multiplatforms—recently reported on its market estimates for Latin America. Here’s a look at individual Latam markets in terms of pay TV penetration, which is calculated by dividing subscribers by the total amount of homes in each country.

Argentina                                84.5%

Venezuela                               70.3%

Puerto Rico                             63%

Uruguay                                   62.1%

Colombia                                 61.2%

Chile                                         61%

Honduras                                 58.8%

Mexico                                      56.7%

Brazil                                        42.7%

Ecuador                                    38.9%

Peru                                          33.5%

Market Sizes
Not surprisingly, Brazil is the largest pay TV market in Latin America—Business Bureau reports that it has more than 26 million subscribers. Here’s a breakdown of the top pay TV markets in Latin America in terms of the total amount of subscribers:

Brazil                                       26.2 million

Mexico                                     17.1 million

Argentina                                11 million

Colombia                                 7.98 million

Venezuela                               5.4 million

Chile                                        3.2 million

Peru                                        2.6 million

Ecuador                                   1.6 million

Honduras                                950,873

Puerto Rico                             873,595

Uruguay                                   753,787

Overall, Business Bureau indicates that there are 77.7 million pay TV subscribers in Latin America and that overall penetration is at 53%.

Cable vs. Satellite
The type of subscription varies by market, with cable having a stronger market share in some and satellite dominating in others. Here’s a quick look by market (click on the image to enlarge it):

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To find out more how we can help your agency increase its efficiencies via media services and new technology developed for the Latam market, please contact us.

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Pay TV Keeps Growing Strongly in Latin America

A recent report from research firm Business Bureau indicates that at the end of 2013 pay TV reached nearly 79 million homes in Latin America. Here’s a quick look at the top markets and the gains in subscribers.

Deepest Penetration
These are the markets where pay TV has the best reach:

  • Argentina: 83%
  • Chile: 69%
  • Venezuela: 68%
  • Puerto Rico: 62%
  • Uruguay: 61%
  • Colombia: 60%
  • Peru: 60%
  • Honduras: 58%
  • Mexico: 53%
  • Brazil: 42%

Biggest Markets
Brazil, Mexico and Argentina remain the largest pay TV subscribers in the region. Here are the latest figures for each:

  • Brazil: At the end of February 2014, 18.2 million homes in Brazil subscribed to pay TV,  which translates into an audience of 60 million.
  • Mexico: In December 2013 Mexico had 14.7 million pay TV subscribers, which translates into an audience of about 58 million.
  • Argentina: In December 2013 Argentina had 9.8 million pay TV subscribers, which translates into an audience of about 30 million.

Latam’s Growth Markets in Pay TV
Here’s a look at some of the markets that are showing noteworthy gains in pay TV:

  • Ecuador had nearly 1 million pay TV subscribers at the end of 2013, growing by 45% last year
  • Chile reached 2.55 million pay TV subscribers in December 2013, which represents 18% growth since December 2012
  • Uruguay had 677,000 pay TV subscribers in September 2013 and is projected to reached 85% penetration and more than a million subscribers by 2017
  • Colombia’s pay TV market grew by 13% in 2013 to reach 7.75 million subscribers*

*This figure factors in underreporting and pirated service

To find out more how we can help you reach Latin American consumers via a campaign on pay TV or with any other type of media, please contact us.

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Top Growth Trends for Latin American Media

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


Newspapers

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%).

Magazines
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.

Internet
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.

Mobile
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.

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US Media Consulting Shares New Report on Latin Media

On March 8, US Media Consulting presented the results of its new report on the Latin American media market in an exclusive event in Miami. Titled The 2013 Media Market Report for Brazil and Latin America, the report synthesizes data from more than 200 studies to offer insights into the latest trends in media use among Latin American consumers.

Representatives from a range of top media firms and consumer brands attended the event, including Havas, Initiative, Sony Pictures Television, Cartier, Mediacom, Yahoo,  Jardens and more. Highlights of the report were presented by Abel Delgado, Marketing and Public Relations Manager for US Media Consulting. After discussing the huge growth in the middle class in Latin America that is likely fueling the corresponding growth in ad spend and media in the region, Delgado covered key trends with different types of media for both specific Latam markets and for the region as whole. Topics included:

  • Revenue and circulation numbers that point to a robust print media industry in Latin America
  • The rise of pay TV in Latin America, including projections for 68% penetration by 2017
  • The rapid expansion of Latin America’s Internet audience—and the potential for the region boasting 359 million Internet users by 2015
  • Why mobile advertising may be the next important frontier in reaching Latin American consumers
  • The hottest new social media sites in the region and how social media influences purchase decisions in Latin America

Other topics included in the report are online video consumption in Latam’s major markets, trends in e-commerce and the spike in mobile Internet use.

The full report is available for download here.

In June 2013 the company will be presenting the results of a new report on the Latin American market, all with an eye towards helping professionals craft even more effective campaigns in all forms of media and consequently spiking their ROI.

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Pay TV Keeps Surging in Brazil

In February 2012, 266,000 Brazilians signed up for pay TV service, bringing up the country’s total amount of subscribers to 13.3 million households—a 334% increase compared to 1999, when there were only 3 million households in Brazil with pay TV. These figures were recently reported by Anatel (Agência Nacional de Telecomunicações), Brazil’s National Telecommunications Agency. Given the estimate of 3.3 people per household in Brazil, this suggests that right now, pay TV has an audience of nearly 44 million in Brazil.

Besides a bigger audience, pay TV is bringing in more money. According to Projeto Inter-Meios, pay TV ad spend in Brazil went up 17.8% in 2011. In fact, pay TV grew more in ad spend in 2011 than any other medium except for Internet.

Class C, the country’s growing middle class, could be one of the key factors behind this growth. In August 2011, the Brazilian Pay TV Association (Associação Brasileira de Televisão por Assinatura) reported that Class C now makes up 30% of the subscriber base. By 2025, research firm Data Popular projects that pay TV penetration among Class C Brazilians will be the same as with classes A and B, the top two socioeconomic classes.

To find out how we can help you reach Brazil, Latin America or U.S. Hispanics via a strategic campaign across all media, please contact us at info@usmediaconsulting.com.

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Pay TV Reaches 50% of Latin Americans

Impressive surges in individual markets have led to a pay TV penetration rate of 50.9% in Latin America. According to the Latin American Council on Multichannel Advertising (LAMAC), Argentina and Colombia have pay TV penetration rates above 81%. In Brazil, pay TV penetration has grown 118% since 2008—so now 36.1% of Brazilians have access to pay TV. In Chile, the pay TV penetration rate is 63.9%, while in Mexico it’s at 40.5%.

Brazil’s recent growth in pay TV subscriptions has been particularly impressive. Anatel—the Agência Nacional de Telecomunicações or National Telecommunications Agency—reported recently that 12.2 million households in Brazil had pay TV. With an average of 3.3 people per household, this means there’s a pay TV audience of 40.2 million in Brazil. And despite its relatively low penetration rate, Mexico is also a significant pay TV market: in spring 2011 LAMAC reported that the country had 10.5 million households with pay TV.

What makes the 50% penetration rate all the more impressive was that an earlier projection by Dataxis indicated that Latin America would reach this by 2015. Instead, LAMAC now forecasts 63% pay TV penetration in Latin America by 2015.

To find out how we can help you reach Latin America via pay TV or any other form of media, please contact us at info@usmediaconsulting.com.

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