남미의 광고용 주문형 비디오 : 시장 점유율 분석, 산업 동향 및 통계 데이터, 성장 예측(2026-2031년)

According to Mordor Intelligence, the South America advertising video-on-demand (AVOD) market size was valued at USD 5.80 billion in 2025 and estimated to grow from USD 6.21 billion in 2026 to reach USD 10.25 billion by 2031, at a CAGR of 10.54% during the forecast period (2026-2031).

This report is Segmented by Content Type (Movies and Films, TV Shows and Episodic Content, Documentaries, and Other Content Types), Device Type (Smartphones and Tablets, Smart TVs, Laptops and Desktops, and More), End User (Media and Entertainment, and More), Ad Format (Pre-Roll, Mid-Roll, and Post-Roll), and Geography. The Market Forecasts are Provided in Terms of Value (USD).

South America Advertising Video-on-Demand (AVOD) Market Trends and Insights

Expansion of Low-Cost Ad-Supported Streaming Tiers

Lower-priced plans have broadened the audience for the South America advertising video-on-demand (AVOD) market more quickly than content spending alone could have. Netflix's ad-supported plan reached 40% of active accounts across tracked markets in Q3 2025, compared with 26% in Q4 2024, while Disney+ ad-tier use rose from 35% to 44% over the same period. In 2026, 5 of Brazil's 7 major streaming platforms offered lower-cost, ad-funded access. The growing role of these plans means advertisers are reaching newer and more price-sensitive subscribers rather than a limited secondary audience. Platforms are also selling sponsorships alongside programmatic placements, helping position ad-supported inventory as a more deliberate advertising product. Brazil's pending audiovisual framework, including a proposed Condecine levy and a 10% local-content requirement, may increase local production spending and strengthen catalog depth over time

Migration of Linear Television Budgets to CTV Inventory

Advertising budgets are moving toward connected TV as brands seek video audiences beyond linear broadcast. Connected TV spending in Brazil reached USD 170 million in 2026, and the country's connected TV advertising spend is projected to grow by 23.7% this year. Connected TV offers audience-level targeting and viewer profiles, while linear television primarily relies on broader reach metrics. This change requires platforms in the South America advertising video-on-demand (AVOD) market to provide credible, consistent measurement for advertisers. It also encourages broadcasters such as Globo to expand connected TV inventory alongside their broadcast rights. Online video was projected to generate USD 34 billion in South America in 2026, surpassing traditional television revenue for the first time. The change is likely to remain durable because buyers increasingly expect targeting and verification in their video campaigns.

Low Advertising Yield and Currency Volatility

Advertising rates in South America are lower than in North America and Western Europe, creating a difficult revenue model for platforms investing in content. Currency depreciation, especially in Argentina, can reduce the USD value of advertising commitments when contracts are renewed in local currencies. The gap is not only a pricing issue, as fewer domestic advertisers can afford the rates charged in larger advertising economies. Lower revenue per viewer-hour can constrain the funds available for content, limiting a platform's ability to attract premium audiences. Some platforms are responding through retail-media partnerships that link advertising exposure to commerce data and measurable outcomes. This approach may support higher-value placements without relying solely on audience size. Mercado Libre reported that advertising revenue rose 73% year over year in USD terms in Q1 2026, showing the appeal of commerce-linked advertising tools in the region.

Other drivers and restraints analyzed in the detailed report include:

1. Growth of Smart TV and Connected TV Reach
2. Mobile-First Viewing and Affordable Data Packages
3. Fragmented Measurement and Limited Cross-Platform Attribution

For complete list of drivers and restraints, kindly check the Table Of Contents.

Segment Analysis

Movies and films held 39.41% of the South America advertising video-on-demand (AVOD) market share in 2025, making them the largest content type in the region. Film libraries help services start viewing sessions and maintain viewing time. YouTube, Amazon, and Tubi use extensive film catalogs to attract audiences without requiring large original production budgets. Encripta S/A's free film distribution activity on YouTube reached 77.2 million unique monthly users and generated BRL 20 million (USD 3.8 million) in the 12 months ending July 2026. Advertising accounted for 30% of the company's revenue during that period. The company was targeting BRL 30 million (USD 5.7 million) for the full year of 2026 and was testing vertical video formats.

Documentaries are projected to record the fastest content-type growth at a 10.94% CAGR from 2026 to 2031. Brazilian true-crime and social documentaries have become useful formats for services seeking content that works locally and can travel to other markets. Netflix added 55 Brazilian titles in 2025, while viewing of national content on the platform increased 39% in hours watched globally during the preceding 12 months. Television shows and episodic content do not have the largest share, but they can create the longest viewing sessions. Longer sessions increase the number of available advertising impressions per viewer. They also create more suitable places for mid-roll advertising. Licensing Brazilian theatrical titles can cost less per viewing hour than commissioning original content, which supports catalog depth and the economics of the South America advertising video-on-demand (AVOD) market.

Smartphones and tablets accounted for 31.73% of the South America advertising video-on-demand (AVOD) market in 2025. This position reflects mobile-first viewing across large parts of the region. Affordable data and high smartphone use in Brazil and Colombia have supported video consumption on smaller screens. Television shows, sports, and short-form vertical video are particularly suited to mobile use. YouTube and related video services have benefited from their long-standing mobile design and distribution. Laptops, desktops, and other devices accounted for the remaining share, though their share is weakening as mobile and smart TV viewing become more common.

Smart TVs are expected to grow at an 11.15% CAGR from 2026 to 2031, the fastest rate among device types. A 2025 Comscore survey across 6 South American markets found that 97% of connected TV viewers owned a smart TV. Large-screen viewing can bring higher advertising rates than mobile placements because it supports household viewing and brand-oriented campaigns. Household-level audience measurement is improving the case for shifting television budgets to connected TV. MercadoLibre launched Mercado Play on more than 70 million smart TVs in Q1 2025 across Samsung Tizen, LG webOS, Android TV, and Google TV. The service reached 4 million monthly viewers and offered more than 15,900 hours of free ad-supported content.

Complete Report Scope:

• By Content Type
  • Movies and Films
  • TV Shows and Episodic Content
  • Documentaries
  • Other Content Types
• By Device Type
  • Smartphones and Tablets
  • Smart TVs
  • Laptops and Desktops
  • Other Device Types
• By End User
  • Media and Entertainment
  • Retail and E-Commerce
  • BFSI
  • Education
  • Information Technology and Telecommunications
  • Healthcare
  • Other End Users
• By Ad Format
  • Pre-Roll
  • Mid-Roll
  • Post-Roll
• By Geography
  • Brazil
  • Argentina
  • Colombia
  • Chile
  • Peru
  • Rest of South America

List of Companies Covered in this Report:

1. Alphabet Inc.
2. The Walt Disney Company
3. Paramount, a Skydance Corporation
4. Roku, Inc.
5. Amazon.com, Inc.
6. Netflix, Inc.
7. Warner Bros. Discovery, Inc.
8. Comcast Corporation
9. MercadoLibre, Inc.
10. Globo Comunicacao e Participacoes S.A.
11. Telefonica, S.A.
12. America Movil, S.A.B. de C.V.
13. Samsung Electronics Co., Ltd.
14. LG Electronics Inc.
15. Tubi, Inc.
16. Canela Media, Inc.
17. TelevisaUnivision, Inc.
18. Plex, Inc.
19. Adsmovil, Inc.
20. Entravision Communications Corporation

Additional Benefits:

• The market estimate (ME) sheet in Excel format
• 3 months of analyst support

TABLE OF CONTENTS

1 INTRODUCTION

• 1.1 Study Assumptions and Market Definition
• 1.2 Scope of the Study

2 RESEARCH METHODOLOGY

3 EXECUTIVE SUMMARY

4 MARKET LANDSCAPE

• 4.1 Market Overview
• 4.2 Impact of Macroeconomic Factors on the Market
• 4.3 Market Drivers
  • 4.3.1 Expansion of Low-Cost Ad-Supported Streaming Tiers
  • 4.3.2 Migration of Linear Television Budgets to CTV Inventory
  • 4.3.3 Growth of Smart TV and Connected TV Reach
  • 4.3.4 Mobile-First Viewing and Affordable Data Packages
  • 4.3.5 Retail-Media and Streaming-Commerce Convergence
  • 4.3.6 Local-Language and Regional Content Monetization
• 4.4 Market Restraints
  • 4.4.1 Low Advertising Yield and Currency Volatility
  • 4.4.2 Fragmented Measurement and Limited Cross-Platform Attribution
  • 4.4.3 Ad-Load Fatigue and Viewer Churn
  • 4.4.4 Piracy, Content Leakage, and Weak Copyright Enforcement
• 4.5 Industry Value Chain Analysis
• 4.6 Regulatory Landscape
• 4.7 Technological Outlook
• 4.8 Porter's Five Forces Analysis
  • 4.8.1 Threat of New Entrants
  • 4.8.2 Bargaining Power of Suppliers
  • 4.8.3 Bargaining Power of Buyers
  • 4.8.4 Threat of Substitutes
  • 4.8.5 Competitive Rivalry

5 MARKET SIZE AND GROWTH FORECASTS (VALUE)

• 5.1 By Content Type
  • 5.1.1 Movies and Films
  • 5.1.2 TV Shows and Episodic Content
  • 5.1.3 Documentaries
  • 5.1.4 Other Content Types
• 5.2 By Device Type
  • 5.2.1 Smartphones and Tablets
  • 5.2.2 Smart TVs
  • 5.2.3 Laptops and Desktops
  • 5.2.4 Other Device Types
• 5.3 By End User
  • 5.3.1 Media and Entertainment
  • 5.3.2 Retail and E-Commerce
  • 5.3.3 BFSI
  • 5.3.4 Education
  • 5.3.5 Information Technology and Telecommunications
  • 5.3.6 Healthcare
  • 5.3.7 Other End Users
• 5.4 By Ad Format
  • 5.4.1 Pre-Roll
  • 5.4.2 Mid-Roll
  • 5.4.3 Post-Roll
• 5.5 By Geography
  • 5.5.1 Brazil
  • 5.5.2 Argentina
  • 5.5.3 Colombia
  • 5.5.4 Chile
  • 5.5.5 Peru
  • 5.5.6 Rest of South America

6 COMPETITIVE LANDSCAPE

• 6.1 Market Concentration
• 6.2 Strategic Moves
• 6.3 Market Share Analysis
• 6.4 Company Profiles (includes Global Level Overview, Market Level Overview, Core Segments, Financials as available, Strategic Information, Market Rank/Share, Products and Services, Recent Developments)
  • 6.4.1 Alphabet Inc.
  • 6.4.2 The Walt Disney Company
  • 6.4.3 Paramount, a Skydance Corporation
  • 6.4.4 Roku, Inc.
  • 6.4.5 Amazon.com, Inc.
  • 6.4.6 Netflix, Inc.
  • 6.4.7 Warner Bros. Discovery, Inc.
  • 6.4.8 Comcast Corporation
  • 6.4.9 MercadoLibre, Inc.
  • 6.4.10 Globo Comunicacao e Participacoes S.A.
  • 6.4.11 Telefonica, S.A.
  • 6.4.12 America Movil, S.A.B. de C.V.
  • 6.4.13 Samsung Electronics Co., Ltd.
  • 6.4.14 LG Electronics Inc.
  • 6.4.15 Tubi, Inc.
  • 6.4.16 Canela Media, Inc.
  • 6.4.17 TelevisaUnivision, Inc.
  • 6.4.18 Plex, Inc.
  • 6.4.19 Adsmovil, Inc.
  • 6.4.20 Entravision Communications Corporation

7 MARKET OPPORTUNITIES AND FUTURE OUTLOOK

• 7.1 White-space and Unmet-Need Assessment