In recent years, Mexico has emerged as a leader in Connected TV (CTV) consumption in Latin America. Unlike traditional television, which relies on fixed programming, CTV offers an interactive, on-demand experience where viewers can choose what to watch and when to watch it. 

Mexico leads CTV content consume in Latin America

In recent years, Mexico has emerged as a leader in Connected TV (CTV) consumption in Latin America, reflecting a growing trend towards digitization and content consumption through connected devices. 

Unlike traditional television, which relies on fixed programming, CTV offers an interactive, on-demand experience, where viewers can choose what to watch and when to watch it. 

67% of Mexican viewers consume content through CTV devices, with Smart TVs dominating the market with 93% preference, followed by streaming sticks (29%) and video game consoles (26%). 

The most popular content includes movies (94%), TV series (86%) and sports (50%), with soccer leading the way according to a study conducted by Comscore in 2024.

Factors driving CTVs growth in Mexico

1. Analog switch-off in 2015 

The COVID-19 pandemic significantly altered media consumption habits, increasing demand for home entertainment. This accelerated the adoption of streaming services and CTV devices. 

2. Improvements in infrastructure and devices 

The continued development of connectivity, along with the increased availability and affordability of Smart TVs, has played a crucial role in the expansion of CTV usage in Mexico. 

3. Multiplatform audiences 

The emergence of consumers exercising greater control over when, how and where they consume content has driven the adoption of CTV as a flexible and personalized entertainment option. 

A Nielsen/ IBOPE study shows that 84.3% of Mexican households consume CTV via a connected TV, 14.2% on smartphone, 0.7% on tablet and 0.9% on computer.

Opportunities for brands and advertisers

According to the study published by Comscore, 47% of Mexican viewers prefer subscription models that include advertising, which represents a strategic opportunity for brands. In addition, 39% of respondents have searched for information after watching an ad on CTV and 21% have made a purchase. 

This indicates a growing acceptance of CTV advertising, offering brands an effective platform to reach audiences.

Growth expectations

According to information published by Alianza de Medios MX, it is estimated that CTV advertising spend in Mexico could reach between 25% and 50% of the total advertising budget in the next five years, highlighting the potential of CTV as a key medium for advertisers.

The streaming opportunity in Mexico

The growing adoption of CTV in Mexico presents a valuable opportunity for both consumers and advertisers. With an ever-improving infrastructure and an audience increasingly inclined towards digital content consumption, Mexico is positioned as a leader in CTV consumption in the region and Kivi gives you the tools to take advantage. 

Find out how we can transform your CTV presence.