The video content industry has a long history of change. The implications of these changes are both disruptive and evolutionary. With every new development, the Premium Video industry keeps adapting by gradually modifying strategies and business models that respond to consumer needs and demands.
In order to better understand the disruption of the media industry in Latin America, it is important to analyze its business environment, political and economic situation and competitive environment. How does it affect consumers and what are the key elements to be successful in those markets?
These are 5 insights from John Price’s presentation Latin America 20202 – Navigating the Disruption Ahead during LAMAC’s Premium Video Advertising Summit in Miami.
1. These are the drivers and barriers of disruption in Latin America
Source 1: Americas Market Intelligence – Latin America 2020 Navigating the disruption ahead / LAMAC Premium Video Advertising Summit Miami.
2. Disruption rapidly changes Latin America and the Caribbean service sectors
There are clear examples of the strong impact of the disruption brands in Latin America.
Ride hailing: In the United States, it took 9 years for Uber to capture 15% of adult customers. In Mexico, this result was achieved in 4 years. The disruption is inspired not only by economic savings, but by the transparency associated with the service and a perception of greater safety for the user.
Lodging: Airbnb’s customers are not just millennials; the service is capturing an important segment of people aged 35 to 50.
Source 2: Americas Market Intelligence – Latin America 2020 Navigating the disruption ahead / LAMAC Premium Video Advertising Summit Miami
3. Premium Video consumers have the right infrastructure to adopt new ways to enjoy their favorite content
Consumers follow great content and now they have the option to watch on different platforms. The focus of the advertising industry must remain on keeping their consumers’ loyalty by adapting the current business models.
Source 3: Kantar, AMI estimate. *6 markets – Brazil, Mexico, Argentina, Colombia, Chile, Peru
4. New disruptors are more than just direct competitors. Brands like Rappi represent a disruptor for the e-commerce industry
Source 4: Americas Market Intelligence – Latin America 2020 Navigating the disruption ahead / LAMAC Premium Video Advertising Summit Miami
5. Copycats – the 2nd wave of disruptors leading growth
Source 5: Americas Market Intelligence – Latin America 2020 Navigating the disruption ahead / LAMAC Premium Video Advertising Summit Miami
Watch full presentation:
