Streaming and Connected TV: The Consolidation of Latin America’s Digital Ecosystem

In recent years, the digital media ecosystem has undergone a structural transformation driven by the evolution of audiovisual consumption. The sustained migration of audiences toward streaming platforms and connected devices has consolidated Connected TV (CTV) as one of the fastest-growing environments within digital advertising, both in mature and emerging markets across Latin America.

This growth is not explained solely by changes in consumption habits, but also by a new approach to media planning and execution. The convergence of the traditional television experience with the capabilities of the digital environment enables the integration of reach, audiovisual impact, data, and optimization within a single ecosystem—redefining the role of video in omnichannel strategies.

Growth That Manifests Differently Across Markets

Advertising investment data confirms that CTV’s expansion is strong but not uniform, reflecting the specific dynamics of each country.

In Brazil, the digital advertising market continues to grow at double-digit rates, with video standing out as one of the main growth drivers. By 2026, video is expected to account for more than 40% of total digital ad spend and to be the fastest-growing format year over year. At the same time, Connected TV investment has reached USD 170 million, reflecting the rapid adoption of streaming platforms and FAST models in the region’s largest market.

In Mexico, the scenario is similar. Digital ad investment continues to grow steadily year after year, with projections exceeding USD 8 billion by 2028. Within this ecosystem, video captures an increasingly significant share of budgets, driven by content consumption on connected screens. CTV investment already exceeds USD 160 million, positioning Mexico as one of the most dynamic CTV markets in Latin America.

Argentina and Chile are also showing rapid maturation in OTT consumption and a growing relevance of digital video within the media mix. In both markets, Smart TV adoption and streaming platform usage continue to rise, while brands and agencies are progressively incorporating Connected TV as a structural component of their video strategies—particularly for brand-building and incremental reach objectives.

More Inventory, More Opportunities—and New Challenges

One of the clearest indicators of this evolution is the sustained growth of available CTV inventory. As more streaming platforms, device manufacturers, and publishers strengthen their content and monetization strategies, the volume of available impressions continues to expand, enabling greater scale and audience diversity.

“From our experience actively operating within this ecosystem, we see how inventory expansion materializes through integrations with distribution platforms and device manufacturers across multiple markets. At PML, we work with partners such as TCL and Xumo, among other key CTV ecosystem players, with presence across the United States and Latin America. This allows us to analyze firsthand how CTV supply is evolving across very diverse geographic and consumption contexts,” says Guido Michanie, President of PML.

These integrations not only increase available scale, but also drive improvements in operational efficiency, supply path transparency, and process standardization within the programmatic ecosystem. At the same time, they support the adoption of best practices around inventory quality, brand safety, frequency control, and measurement.

CTV as a Strategic Pillar of the Digital Ecosystem

From a strategic standpoint, Connected TV should no longer be viewed merely as a complementary channel to linear TV, but rather as a central component of omnichannel strategies. Its ability to combine audiovisual impact with advanced targeting, data, and measurement makes it particularly relevant for both brand-building and performance objectives.

The ecosystem’s growth also brings structural challenges: inventory fragmentation, the need for comparable metrics, technological interoperability, and continuous market education. Addressing these challenges collaboratively will be key to ensuring healthy and sustainable development of the channel over the medium and long term.

In this context, Connected TV is clearly consolidating its role as the present and future of digital advertising in Latin America. Understanding market-specific dynamics, inventory evolution, and operating models will be critical for brands, agencies, and publishers seeking to capitalize on the opportunities this environment continues to generate in a responsible and strategic way.