Comscore study shows growth in CTV use in Latin America
Lately, Latin America has experienced rapid growth in CTV usage, thanks to the wide variety of content and the expansion of video streaming platforms. Although in Latin America consumption has grown considerably, reaching more than 150 million viewers, equivalent to 41% of the Latin American digital population, when we look at consumption cuts by country, we identify large gaps in the region, which represent opportunities for growth in each country.
According to a study by Comscore, Brazil leads with 50% of CTV viewers among its Internet population, followed by Mexico with 47% and Argentina in third place with 44%, while Uruguay registers the lowest rate with 31%.
Another interesting finding is that in countries with lower CTV penetration, there is a greater willingness to consume AVOD (Advertising Video On-Demand) content. Users in these countries are willing to see advertising if it allows them to access free content.
In Uruguay, 46% of respondents said they feel comfortable viewing advertising to access free content, and in Peru this figure represents 38%.
