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Netflix in Latin America – statistics & facts

Latin America was the second international market Netflix targeted after its initial expansion to Canada. The plan was announced in mid-2011 and roughly three months later the company's streaming service was launched in Brazil, Argentina, Chile, Colombia and Mexico, all within one week. The remaining countries followed quickly in the subsequent weeks. In 2019, Netflix’s Latin American business had 32.4 million subscribers – over 19 percent of the company’s streaming paid membership worldwide, generating 2.8 billion U.S. dollars – approximately 14 percent of the company’s global revenue.

Competitors

There are as many as 67 different subscription video-on-demand providers in the region and Netflix has the most subscribers by far, followed by yet another U.S. giant: Amazon Video. A local, Latin American brand, ranks third - Claro Video, owned by the Mexican telecommunication provider América Móvil. Other competitors include HBO, Movistar Play (owned by the Spanish telco operator Telefónica) as well as another local brand Blim, owned by the Mexican media market leader Grupo Televisa. Another emerging SVoD force to be reckoned with is YouTube, already used by 36 percent of the regional population. The Latin American over-the-top TV and video industry was estimated at 3.84 billion U.S. dollars in 2019, which puts Netflix at nearly 75 percent of the market share. 

Viewership

Currently, Netflix is used by 11 percent of the Latin American population and is expected to reach 13.4 percent by 2023. Unsurprisingly, Brazil is the company’s largest Latin American market by number of subscribers, followed by Mexico and Argentina. Along with Colombia, these four countries enjoy the lowest monthly subscription prices in the region. In general, SvoD services find a willing audience in Latin America – between 48 and 64 percent enjoy binge-watching, and between 55 and 60 percent report cancelled appointments with friends or family to finish watching their favorite show. Time will tell if Latin American aficionados will remain glued to their screens on Netflix or seek entertainment through other online video providers.

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Netflix in Latin America

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Brazil

Mexico

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