In the third Sherlock Communications Streaming Consumption Report, we examine how streaming consumption has evolved in Latin America. Affordability has become a key issue for people living in the region, with many reporting anxiety relating to higher subscription costs.
For this exclusive report, we contacted more than three thousand people (3,372) across six of the largest countries in Latin America, and one in four (25%) respondents reported that they had cancelled subscriptions in the past year due to increased subscription costs. This rate was highest in Argentina, with 34% reporting that they had opted out from streaming services in the past due to price hikes.
Meanwhile, nearly one-third of survey respondents (28%) told us that they use ‘TV boxes’ to access free entertainment. This is despite crackdowns by many national authorities across the region to curb pirated content.
While some streaming providers have tried to clamp down on password sharing, nearly half (46%) of Latin American survey respondents told us that they still share their login details with family and friends to keep costs down. A further 28% said they sign up for free trials, and cancel once they have watched what they want to see.
Latin Americans Want Better Content
Among many exclusive insights, we reveal that a majority of respondents are unimpressed with some of the content offered by streaming platforms. Seven out of ten (69%) across the region complained that movies and series about Latin America tend to focus too much on drugs, crime, violence, and sexual stereotypes.
What do multi-tasking Latin Americans do while they consume streaming content? How many hours a day do they commit to this form of entertainment? And, where do people across the region stream their music?
“Our findings make very interesting reading for companies that provide streaming services to Latin American audiences. Most of those we contacted have already unsubscribed from a service in the past year. In a fiercely competitive landscape, streaming providers should pay close attention to consumer desires,” said Patrick O’Neill, managing partner at Sherlock Communications.