Brazil Stands Out for Digital Video Viewing in Latin America - eMarketer

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Brazil Stands Out for Digital Video Viewing in Latin America

More than 86% of internet users in the country view online video

February 11, 2015

Brazil boasts the biggest online video viewing population in Latin America, according to comScore. In December 2014, 65.5 million unique online video viewers ages 6 and older lived in Brazil, translating to 86.5% of internet users in the country—the highest penetration rate of any market studied.

Online Video Viewers and Penetration in Select Countries in Latin America, Dec 2014 (millions and % of internet users)

And engagement with video ads is good, according to DoubleClick. In September 2014, Brazil boasted the highest completion rate of any country for video ads served by the network. The same was true in June 2014. In September, Brazil’s 87.1% video ad completion rate was nearly 41% higher than the worldwide average.

Video Ad Completion Rates in Select Countries, Sep 2013-Dec 2014 (% of ads served by DoubleClick)

Data from digital advertising media platform Adform, by contrast, found engagement with video display ads in Brazil to be lower than in the US or several European countries, in terms of clicks, engagements and video views in H1 2014. In July 2014, Unruly Media found completion rates for video ads shared via its social platform were lower in Brazil than any other country but South Korea, but engagement rates were higher than any other country but South Korea.

In general, emerging markets like Brazil have less video activity than established digital markets, especially in Europe and the US. Bain & Company found in July 2014 that 41% of internet users in emerging markets including Brazil, China, India, Russia and South Africa watched digital video, compared with 70% of those in developed markets including France, Germany, Sweden, the UK and the US.

But Brazil stands out across a few video-related metrics in Latin America. According to 2014 data from Google and TNS, internet users in Brazil watched video ads more frequently than those in either Argentina or Mexico, with 36% reporting they did so at least daily. They also watched mobile video more frequently; 31% of smartphone users in Brazil did so at least daily, vs. 25% in Mexico and 19% in Argentina.

The Google/TNS research found that online video sites or apps were by far the most common place internet users in Brazil went to watch digital video, at 75%, but respondents in Brazil were also significantly more likely than those in Mexico or Argentina to watch video found on social networks.

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