Media consumption in Latin America

When introducing a new product or service to Latin American markets, it is important to be aware of the type of media that your customers prefer, as it will help you obtain further insights into what makes them tick, what outlets they trust the most, as well as where your marketing may be most effectively placed. 

Although many social media platforms (Instagram, WhatsApp, X, TikTok, etc) are global, trends in Latin America do not necessarily map those of the US or elsewhere. For example, WhatsApp is enormously popular across the region due to the relatively high costs of sending texts. As a result, the app has become a vital marketing and sales tool for businesses while also a vehicle susceptible to spreading fake news during elections.

Mass media doesn’t always give many clues as to consumer preferences, given that it necessarily exists to appeal to as many people as possible. That is why drilling down into the readership of local and regional media, as well as more niche publications that focus on a particular demographic, political bent or subject can be an extremely beneficial exercise. 

This is particularly important in Latin America where populations are among the most diverse in the world, in terms of ethnicity, social class and environment. The region is both home to some of the planet’s metropolises of more than 20 million inhabitants, as well as the most isolated tribes. 

Reflecting this, there is a huge variety of media, whether broadcast, print (physical and online), radio or social media, that people turn to for news, sports and entertainment, shopping, information and debate.

Our research team conducts regular surveys of media consumption across the continent, to track the evolving preferences of people in different countries. We pay special attention to the media consumption preferences of people in communities and societal sectors that tend to be ignored or excluded.

We track overall patterns and behaviours of individuals engaging with various forms of media, including, but not limited to, traditional media (television, radio, newspapers), online platforms, social media and other digital channels.