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This is a decline from last year, and highlights a challenge, particularly in Latin America (29%) and Europe (23%). To help marketers better understand where and how ad dollars are being spent, Nielsen has expanded Ad Intel coverage to include 20 individual platforms, capturing 95% of the US CTV ad market.

Women aged 18鈥�24 account for nearly a quarter of its user base worldwide, and the platform is dominant across Asia-Pacific, Latin America, and the Middle East, where it has hundreds of millions of users. Our take: TikTok is the reason ByteDance is in Meta鈥檚 orbit. ByteDance鈥檚 Chinese business is slowing, but TikTok has become its most valuable asset.

Our regional flash survey explores how consumers in Latin America research products, the formats they prefer most, and the influence of sponsored product ads on their purchase decisions. It also provides marketers with actionable insights into how to best position their brands on the path to purchase.

With a projected $81.74 billion in sales in 2024, Brazil鈥檚 retail ecommerce market is the largest in Latin America. The nation will also have this year鈥檚 third-fastest-growing digital economy worldwide after the Philippines and Malaysia, respectively.

In Q1 2025, Latin America and Southeast Asia accounted for the biggest share of short-form drama app downloads globally, at 27% and 24%, respectively, according to Sensor Tower data. These regions also represented the fastest-growing market for downloads, increasing by 69% and 61% YoY, respectively, per Sensor Tower.

Price hikes for individual subscriptions are expected to roll out in Europe and Latin America later this year. Our take: Spotify鈥檚 freemium model continues to prove resilient, supporting user retention even as subscription prices rise.

In North America, Western Europe, and Latin America, Gen Z adoption was well ahead of the total average. More than one-third of Gen Z respondents in Latin America watched influencer videos. That鈥檚 the highest rate globally, slightly ahead of South and Southeast Asia. For all ages, the Asian regions (including East Asia and Oceania) and Latin America showed greater adoption of influencer videos.

With a projected $58.89 billion in sales in 2024, Mexico鈥檚 retail ecommerce market is the second-largest in Latin America. Brands and retailers that understand the nuances of Mexico鈥檚 diverse shopper base鈥攁long socioeconomic and geographic lines鈥攕tand to differentiate themselves in a highly competitive market and win consumers鈥� hearts, minds, and wallets.鈥� This deck will:鈥�.

Temu and Shein are doubling down on international expansion, TikTok Shop is actively moving into Europe and Latin America, and even Amazon is reportedly planning to take its Haul platform to European markets. Our take: Shein, Temu, TikTok鈥疭hop, and Amazon鈥疕aul now face a stark choice: adapt quickly or risk fading in their largest market.

But other regions are gaining鈥擟hina led in AI publications and patents, and high-quality models are emerging from the Middle East, Latin America, and Southeast Asia. Overall, AI optimism is growing, with some divides: 83% of people in China think AI services and products are more beneficial than harmful, compared with 40% of Canadians and 39% of people in the US.

Those two leaders, along with China and a handful of major markets in Western Europe and Latin America, prop up the worldwide sub OTT penetration rate. By contrast, many large countries like Japan, Indonesia, and India fall far below the worldwide average. Most sub OTT viewers are in Asia-Pacific.

As the major economies of Western Europe and Latin America grow their B2B ad spending more quickly, China鈥檚 share of the worldwide total will decline. Click here to view our full forecasts for US B2B digital ad spending and China B2B digital ad spending. Outside of the US and China, the UK is the largest B2B digital advertising market.

Our latest analysis of 12 companies in Latin America unpacks key trends in the region鈥檚 retail ecommerce during H1 2023. This will provide retail and marketing professionals with insights into the current landscape, company developments, and what trends to look out for in 2024.

The Latin America coverage in the Global Media Intelligence Report includes poll results from Argentina, Brazil, Colombia, Mexico, and Peru.

The new policy introduces a demand shock for international markets鈥攑articularly the EU and emerging Asia-Pacific markets like China, Vietnam, Indonesia, and Thailand, while Latam appears less exposed to reciprocal penalties. Inflationary pressures are expected to hit the US especially hard, squeezing real incomes and weighing on consumer spending.

Latin America trade deals: Direct free trade agreements with Peru and Chile provide seamless access to imports like wine, coffee, fruits, and minerals. Agreements with Colombia and Panama are also in place for select goods. Retailers should look to increase the share of Canadian-made goods on their shelves. This would avoid import tariffs and capitalize on the growing 鈥淏uy Canadian鈥� sentiment.

Stablecoin-based card issuer Rain also raised $24.5 million in a new funding round and announced a partnership with Visa, working with the network to build its issuance footprint in Europe and expand it in the US and Latin America. The bigger picture: Trump鈥檚 return to the White House has created a new buzz around crypto and stablecoins specifically.

Despite the remittance industry鈥檚 digital transformation, Western Union is banking on stores remaining a key component of its business