Latin America Emerges as One of the World's Fastest-Growing Media Markets, Projected Revenue to Reach $65 Billion by 2026

According to the latest data from Omdia, Latin America is rapidly becoming one of the world's fastest-growing media markets, with projected revenue reaching $65 billion by 2026, representing a year-on-year increase of 10.7%. This growth rate significantly outpaces that of the United States, which is expected to grow by 6.9% to $453 billion during the same period. The growth momentum in Latin America is primarily driven by the rapid penetration of online video, the expansion of advertising-driven models, and the rise of innovative content formats such as micro-dramas. Brazil and Mexico are at the forefront of the media market expansion in Latin America. Brazil is currently the world's third-largest FAST (Free Ad-Supported Streaming TV) market by revenue, reaching $152 million, trailing only the United States and the United Kingdom. These figures were released by Maria Rua Aguete, Head of Media and Entertainment Research at Omdia, during the Content Americas event. Rua Aguete stated: "What is happening in Latin America is truly extraordinary. From the rise of FAST to the integration of micro-dramas on platforms like ViX, the region is demonstrating how innovation drives user engagement and growth in the global media ecosystem." Rua Aguete pointed out that in terms of usage, Mexico and Brazil are among the world's most intensive markets for FAST services, with adoption rates reaching 53% and 40%, respectively. Netflix continues to dominate the Latin American streaming market, contributing nearly 50% of streaming revenue. This leading position is bolstered by the launch of its ad-supported subscription tier and its bundling strategies with telecom operators and other platforms. Concurrently, content discovery in the region is accelerating a shift towards mobile, with platforms like YouTube and Instagram Reels reaching 97% of adults aged 18-64 in Brazil. Micro-dramas are rapidly transforming the media landscape in Latin America. According to Omdia's forecasts, global revenue from micro-dramas is expected to reach $14 billion by the end of 2026, with markets outside of China contributing approximately $3 billion. These vertical, mobile-first story formats are gaining rapid traction due to their low production costs and high user engagement. Rua Aguete commented: "Micro-dramas are no longer a niche experiment; they are becoming a core driver of mobile video engagement." She added: "It's not just the revenue growth that is noteworthy, but the intensity of usage. On mobile devices, daily viewing time on micro-drama apps already surpasses that of the world's largest streaming platforms." TelevisaUnivision's ViX platform exemplifies how micro-dramas can be integrated into AVOD (Advertising-Based Video on Demand) and freemium ecosystems, using short-form content to expand reach, enhance engagement, and increase total viewing time on the platform. In contrast, Amazon Prime Video and Disney+ exhibit lower average daily usage times on mobile and already face the threat of further market share erosion from emerging micro-drama applications like DramaBox and ReelShort. Advertising has become the primary engine for media growth in Latin America. In 2025, $42 billion of the global online video market growth is attributed to advertising-driven models, highlighting a shift from traditional television and subscription-based monetization strategies towards ad-led models. This development underscores the increasingly vital role of advertising within the region's media ecosystem. By 2026, as global media and entertainment revenue approaches $12 trillion, streaming services like Netflix, Amazon Prime Video, and Disney+ face mounting pressure to narrow the mobile user engagement gap with social platforms like YouTube and TikTok, where users average over an hour of daily usage. The rise of native mobile content formats, such as micro-dramas, presents a strategic opportunity to capture this rapidly growing audience segment without cannibalizing the viewership of long-form premium content. Latin America, with its mobile-centric consumption patterns, robust advertising market, and innovative narrative forms, stands as a natural testing ground for the next phase of global media growth. With the region's online video revenue projected to reach $34 billion by 2026, Latin America is not merely following global trends but is actively setting the standard for the future of media.