Latam CTV Report 2022: Mapping Connected TV Viewership and the Opportunities for Brands

We are excited to announce the release of our “Latam CTV Report 2022 - Mapping Connected TV (CTV) Viewership and the Opportunities for Brands” unprecedented study on the exponential evolution of CTV and user preferences in this device, across Latin America. 

Our latest report in partnership with Logan and E-marketer, highlights key CTV viewership trends and insights, including:

1. CTV consumption habits: Out of the select audience surveyed, an average of 84% of Latinos prefer CTV compared to traditional TV. This shows how this device can be impactful on households, making the user experience much more immersive. 

2. Acceptance levels in CTV advertising: The CTV Report LATAM 2022, shows that on average more than 54% of Latino CTV Users across México, Brazil and Argentina pay more attention to video ads that are placed in CTV, in comparison to Traditional TV. This shows how this device can be impactful on households, making the user experience much more immersive. 

3. Freemium has gained momentum: The CTV Report LATAM 2022 also shows how freemium subscriptions has gained momentum in LATAM when we talk about CTV. On Average 58% of Latino Users have confirmed to prefer to consume content in platforms that are supported by Ads, such as Pluto TV, Vix and Claro TV and many others, showing how the publicity is not a problem to them in this new device.

Taísa Pereira, Regional Director at Mediasmart LATAM, comments "CTV is still in a growth curve, but it is clear the increase in consumption by users and also in advertising investment, consolidating more and more the power of this device. This growth challenges the market to discuss the best ways to measure it and which are the best models for CTV attribution in campaigns. The report shows that this is the moment to create branding and performance strategies fully integrated with the online and offline world, adapting the planning according to the users' real behavior."

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