The COVID-19 pandemic has had a profound impact on how Premium Video is consumed in the region.
LAMAC, the Latin American Council for Media Advertising, announced today an analysis of the effect of COVID-19 on the consumption of Premium Video (on Linear TV) in Latin America. This analysis clearly demonstrates the increase in the rating and the viewing time, which can be seen in the following graph that covers the first 13 weeks of the year.
According to statistics, the COVID-19 pandemic has had a profound impact on how Premium Video is consumed in the region. The impact varies from country to country according to the different measures that have been taken to slow down the spread of the virus (different quarantine start dates), but what can be seen is that in Latin America more people are watching Premium Video content for longer than the typical average represented by the first 11 weeks of the year.
- In Argentina, during week 13 of the year, the rating grew 33.5% vs. the average of the first 11 weeks of 2020. During this week, Argentines watched Premium Video an average of 4 hours a day, which represents an increase of almost 18%.
- In Brazil, the Premium Video rating rose almost 30%, with an increase in viewing of up to 10 minutes a day.
- Chileans are watching 3 hours and 21 minutes a day of Premium Video, and the rating has grown to 27.5% in week 13.
- Colombia is the country that shows the highest increase in the Premium Video rating, rising up to 34%, with a view of 26 minutes a day more than the average.
- Mexicans are watching 27 minutes a day of Premium Video more than in the first 11 weeks of the year, and the audience grew almost 19%.
- In Peru, the Premium Video rating has increased by almost 30%, with a growth of almost 14% in the daily viewing time.
- In Central America (specifically Costa Rica, Guatemala and Panama) the rating increased by almost 25%, while Video Premium is seen 26 minutes more per day than in the first weeks of the year.