Summary
A breakdown of advertising revenue and the decisive shift towards OTT streaming platforms in the marketing of major sporting events in Latin America.
The Historic Shift in Media Marketing
The media and entertainment market in Latin America is undergoing a historic financial restructuring. The distribution of high-demand, mass-market content has shifted the focus of advertising investment from traditional broadcast television and cable to the connected TV (CTV) ecosystem and OTT (Over-The-Top) services.
Consolidated reports from the Interactive Advertising Bureau (IAB) and industry studies confirm that regional advertising spending on digital video is registering double-digit year-over-year growth. Brands and advertisers have restructured their budgets to capture hyper-connected audiences that consume live events through subscription-based platforms (SVOD) and free, ad-supported models (AVOD and FAST).
Revenue Snapshot: Sponsorships and OTT Streaming
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Growth of Connected TV (CTV) and OTT Models:
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Massive Adoption: CTV penetration in key markets of the region has exceeded 60% of internet-connected households, becoming the preferred screen for live events.
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Programmatic Monetization: Unlike traditional mass advertising, streaming allows for dynamic ad insertion (DAI) and user profile targeting, increasing CPM (cost per thousand impressions) and enabling regional brands to sponsor specific segments during broadcasts.
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Corporate Sponsorships and New Players:
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Dominant Sectors: Digital payment platforms (Paytech), the fintech ecosystem, regulated sports betting companies, and consumer brands lead the way in capturing advertising inventory during live broadcasts.
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Multi-screen Strategy: Sponsorships are no longer limited to the main video feed, but now integrate simultaneous activations on social media, interactive experiences in mobile applications, and omnichannel campaigns during the broadcast.
Behavior and Projection by Market
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Mexico and Brazil (Investment Drivers): Both countries account for the largest share of regional advertising spending on digital video and sponsorships. The deployment of fiber optic infrastructure and high smartphone penetration have solidified Mexico and Brazil as the highest-volume markets for global streaming platforms.
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Colombia, Chile, and Argentina (Digital Acceleration): In the Southern Cone and the Andean region, media consumption through OTT platforms shows a steady rate of adoption. According to digital audience metrics, live video and sports content are the main drivers of total user engagement time.
Sources
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IAB Latam / IAB Mexico: Digital Advertising Investment Reports and Connected TV (CTV) Consumption Studies in Latin America.
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Comscore / Admetricks: Regional studies on reach, consumption habits on Over-the-Top (OTT) video streaming platforms, and advertising investment by category.