A. Guttmann
Research Lead covering media
Subscription video-on-demand in Latin America - statistics & facts
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Latin America's video streaming market is poised for substantial growth. By 2029, the subscription video-on-demand (SVOD) services will see user numbers reach 165 million. This forecast represents a 50 percent increase from the 2023 figure, highlighting the appetite for digital entertainment among the region’s consumers. Between 2024 and 2029, the revenue of the subscription OTT is expected to grow by close to four billion U.S. dollars, the largest revenue hike among all video segments, indicating that the streaming companies are following the customer potential in Latin America.
While Netflix is set to remain the market leader based on subscriber numbers in Latin America by 2029, other platforms hailing from the U.S. are making significant inroads. Disney+ is expected to secure the second position with more than 22 million subscriptions by the end of the decade. The competitive landscape is becoming increasingly concentrated, with seven major platforms projected to control 83 percent of the Latin American SVOD market in 2029. This consolidation suggests a mature market where established players will vie for dominance in the coming years.
All in all, the SVOD market in Latin America promises to be a large source of potential for services willing to open a streaming business in the region, with consumers growing interest in paid subscriptions and the increasing reach of connected TVs.
The clash of the streaming titans shaping the future landscape
In the competitive Latin American streaming market, Netflix stands out as the clear leader. A 2024 study revealed that four out of five consumers in the region use Netflix. Netflix's dominance is further emphasized by the fact that 59 percent of Latin American consumers would choose it as their sole streaming subscription if limited to one option. This strong preference for Netflix, coupled with the growing number of subscriptions, indicates a robust future for the streaming giant in the region.While Netflix is set to remain the market leader based on subscriber numbers in Latin America by 2029, other platforms hailing from the U.S. are making significant inroads. Disney+ is expected to secure the second position with more than 22 million subscriptions by the end of the decade. The competitive landscape is becoming increasingly concentrated, with seven major platforms projected to control 83 percent of the Latin American SVOD market in 2029. This consolidation suggests a mature market where established players will vie for dominance in the coming years.
Diverse content and multiple subscriptions
Latin American viewers are embracing a wide range of streaming content, with movies and TV shows leading the way at 58 percent, followed by music at 15 percent. The enthusiasm for diverse content is reflected in subscription habits, with connected TV households in Latin America averaging 8.5 video streaming subscriptions, representing a growth of 18 percent year-on-year. This trend towards multiple subscriptions suggests a maturing market in which consumers are willing to pay for various content options, contributing to the projected growth in overall subscription numbers.All in all, the SVOD market in Latin America promises to be a large source of potential for services willing to open a streaming business in the region, with consumers growing interest in paid subscriptions and the increasing reach of connected TVs.
A. Guttmann
,
Mar 28, 2025
A. Guttmann
Research Lead covering media
