Tiago Bianchi
Research expert covering internet & gaming in Latin America and Spain
YouTube in Latin America - Statistics & Facts
YouTube is as ubiquitous for online video in Latin America’s biggest markets as WhatsApp is for instant messaging. Accessible via its free ad-for-content format on desktop and mobile devices for most local audiences, the platform’s success in the region is proportional to the size of each country’s internet audience, having Brazil and Mexico as its third and fifth largest markets worldwide. YouTube is the local digital channel for influencers and advertising brands, while also providing a stage for the region’s vibrant music industry.
In Latin America, video constitutes the second-largest digital advertising format, and it is estimated that YouTube alone receives over 1.5 billion U.S. dollars in advertising spending from the region. Naturally, domestic and international companies understand the regional reach of the medium and invest heavily in digital video advertising via the platform. Software and apps, online stores, and telecommunication companies are the industries that spend the most on local YouTube ads. YouTube also plays a major role in Brazil’s influencer market, the second-most used by advertisers on social platforms.
Puerto Rican singers Luis Fonsi and Daddy Yankee showed the power of local beats with their mega-hit “Despacito” being the second most-watched video clip in YouTube’s history and the most-watched by a Latin artist. In another instance, Colombian superstar Shakira turned her tears into gold, with the single “Bzrp Music Sessions #53” about the break-up with football player Gerard Piqué in 2022 turning into the most-watched new song from a Latin artist on YouTube, reaching more than 82 million views in its first 24 hours. Those are only two examples of how this symbiosis expands the reach of Latin artists, providing a digital stage and livestreaming platform for emerging talents while serving as the primary online venue for established hit-makers. As a result, YouTube proves its role in the region’s many music scenes, breaking and making hits at the will of its audiences.
The extent of YouTube’s reach in Latin America
YouTube.com is the second-most popular website across all major Latin American internet markets. Almost all social media users in Brazil and Mexico recognize YouTube as a strong brand, and it is the most used video streaming site in Brazil. Brazil and Mexico are also among the markets with the most YouTube app downloads worldwide 1326644, representing the platform’s biggest audiences in Latin America. Additionally, Brazil accounts for the fourth largest share of YouTube’s traffic worldwide, and the country ranks fifth based on YouTube in-app purchase revenues 1251864.In Latin America, video constitutes the second-largest digital advertising format, and it is estimated that YouTube alone receives over 1.5 billion U.S. dollars in advertising spending from the region. Naturally, domestic and international companies understand the regional reach of the medium and invest heavily in digital video advertising via the platform. Software and apps, online stores, and telecommunication companies are the industries that spend the most on local YouTube ads. YouTube also plays a major role in Brazil’s influencer market, the second-most used by advertisers on social platforms.
Synonym for online music
The synergy between YouTube and the many Latin American cultures is most prominently – and interestingly – seen when the platform interacts with the region’s musical sectors. YouTube thrives on the multitude of local musical styles, while artists and musical companies capitalize on YouTube’s widespread accessibility. While Latin American tastes and variations of local rhythms figure among the most searched terms on YouTube’s local markets, Latin American artists hold career milestones on their YouTube channels.Puerto Rican singers Luis Fonsi and Daddy Yankee showed the power of local beats with their mega-hit “Despacito” being the second most-watched video clip in YouTube’s history and the most-watched by a Latin artist. In another instance, Colombian superstar Shakira turned her tears into gold, with the single “Bzrp Music Sessions #53” about the break-up with football player Gerard Piqué in 2022 turning into the most-watched new song from a Latin artist on YouTube, reaching more than 82 million views in its first 24 hours. Those are only two examples of how this symbiosis expands the reach of Latin artists, providing a digital stage and livestreaming platform for emerging talents while serving as the primary online venue for established hit-makers. As a result, YouTube proves its role in the region’s many music scenes, breaking and making hits at the will of its audiences.
