蘑菇AV

Retail media ad spending is booming in Latin America. Brazil and Mexico are leading the charge, with Mercado Libre outpacing in-market rivals. Here are the latest trends you need to know.

This is the first installment of our annual 鈥淏razil Ad Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

This is the first installment of our 鈥淏razil Ad Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

This is the first installment of our 鈥淏razil Ad Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

This is the first installment of our 鈥淏razil Ad Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

This is the first installment of our 鈥淏razil Ad Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

The news: Amazon鈥檚 Prime Video overtook Netflix in Brazil鈥檚 streaming market in Q2 2025, leading with 22% of user interest and edging out Netflix at 21%, according to JustWatch, per Meio & Mensagem. Prime Videos鈥� ascent presents new advertising opportunities in the country, while Netflix鈥檚 decline suggests potential audience fragmentation Our take: Brazil鈥檚 streaming war is shifting from subscriptions to hybrid models, and Prime Video wins on bundled utility. Netflix can catch up by scaling its ad tier and investing in local hits. The next battleground? Premium reach at a lower cost in a market where cultural relevance drives loyalty.

While a plurality of consumers in the western hemisphere start their product searches on search engines, social media platforms are significant search launching pads for consumers in Argentina (17.8%), Brazil (16.8%), and Mexico (18.0%), according to November 2024 data from ESW and 蘑菇AV.

Social network user growth will be slow on a worldwide level, but 2025鈥檚 meager 2.9% increase will still equate to more than 115 million new users. Facebook remains in the lead in most countries and regions, even though its share of internet users is declining.