Latin America. In 2024, Latin America reached a record with 163 million Smart TVs installed, and streaming is consolidating itself as the main form of audiovisual consumption.
According to the firm Dataxis, the rapid adoption of streaming devices and accessible screens means that, in just five years, 90% of households in the region have access to digital content on their televisions.
Although more than 50% of advertising investment in Latam is Digital, the Connected TV (CTV) advertising ecosystem was still incipient. While consumers had already switched to streaming, the transition for advertisers seems less straightforward.
Challenges to developing the option often include measuring results, higher cost per impression, interfacing with other digital options, and defining a strategy.
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