Understanding streaming opportunities in Latin America
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A report for content owners looking to:
- Gain a deeper understanding of the emerging Latin American market
- Hear from content owners currently distributing across Latin America
- Hear from leading figures at top streaming platforms in the region
- Discover underserved content opportunities in the region
A report for content owners looking to:
- Available FAST channels by genre and service in the US
- Language preference of US Hispanic audiences by demographic
- US Spanish-language genres with the most channels
- A comparison of Samsung TV Plus and Pluto channels by genre in Latin America
Thanks to our contributors
Our report contributors in conversation with FASTmaster Gavin Bridge
Amazon's Gavin Bridge talks to Samsung's Aline Jabbour, Alejandro Veciana and Valerio Motti about streaming opportunities across Latin America and with Hispanic audiences in the US.
An overview of the Spanish and Portuguese language content opportunity
Free ad-supported streaming TV (FAST) is a quick-growing business, but the growth opportunity varies by region. The U.S. can now be considered the world’s first mature FAST market, with total available channel growth slowing.
For companies looking to either enter FAST or expand their offerings outside of targeting niche audiences (such as extreme sports), a sensible option would be to look at emerging FAST markets with high potential.
As this report will detail, Latin America is such a market. Home to two of the world’s 18 economies worth over a trillion dollars a year and boasting only two major languages spoken across the region, Latin America offers unmatched efficiencies to content owners.
“Since Portuguese is spoken in fewer countries than Spanish, content distribution is more restricted, resulting in fewer localized options. Mexico, conversely, benefits from the extensive range of Spanish-language content, as many channels in the U.S. cater to the Hispanic population, giving Mexico a leverage advantage.”
Aline Jabbour, Director of Service Partnerships at Samsung TV Plus LatAm
Why content owners are prioritising Latin America
Latin America overall offers considerable opportunities for companies looking to enter FAST. Amagi recently revealed in its Global FAST Report for April 2024 that the FAST channels they service have seen tremendous growth in hours of viewing (HOV) and ad impressions. The growth in ad impressions outstripped hours of viewing, which suggests that monetization is picking up—a prime time to enter!
“LATAM has amazing viewership, but we’re waiting for monetization to catch up. It’s growing, so we believe there’s a lot of opportunity in the region.”
Jill Goldfarb, SVP Streaming at Trusted Media Brands
Hear more from Samsung TV Plus
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Catering to the US Hispanic audience
US FAST isn’t exclusively the domain of English-language channels. With 41.8 million people speaking Spanish as their first language and over 10 million speaking the language as a secondary tongue–making the US the world’s second-largest Spanish-speaking country behind Mexico–there is a sizeable market for Spanish content on FAST.
Latino GDP in the US was estimated to be worth a record $3.2 trillion dollars in 2021 (an increase of $400 billion from 2020)10, the growing power of this population segment.
However, this is a nuanced population with diverse heritage and tastes; reaching this audiences requires an equally diverse approach.
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