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The US (7.8%), UK (4.9%), Germany (3.1%), Canada (6.0%), and Brazil (11.3%) are all in the worldwide top 10 for digital ad spending and will see their lowest growth since our tracking began in 2011. Despite slow growth, the US will still produce a huge portion of all new spending.

And 80% of these users are considered active. 92 million are located in Brazil, and currently there aren鈥檛 any users outside of Latin America鈥攚hich raises questions about Nubank鈥檚 ability to expand beyond the region. And given the challenges of buying or becoming a bank in the US, it likely won鈥檛 enter that market soon.

But Instagram is coming on strong in Brazil, where it will have more users than Facebook by 2025. Brazil will be one of only five countries worldwide where that will be the case. But ByteDance鈥檚 threatening position looms large.

Methodology: Data is from an Airship survey conducted by Sapio Research as cited in a May 2023 press release. 11,000 respondents ages 18+ were surveyed in Brazil, Canada, France, Germany, Indonesia, Singapore, South Africa, Thailand, the UK, and the US during February 2023. Airship is a provider of mobile engagement solutions.

For sub OTT, Brazil, Mexico, India, and Argentina will round out the top five for viewer growth in 2024 and in 2025, trailing only Indonesia both years. China will have the most viewers by a huge margin, but India has the most headroom. China鈥檚 massive market only benefits its domestic sub OTT platforms.

NBCUniversal鈥檚 Peacock will broadcast another exclusive NFL game in September that will feature the Philadelphia Eagles and take place in Sao Paulo, Brazil. Peacock streamed an NFL Wild Card playoff game in January and is banking on high-profile events to bolster its sports-streaming clout.

For those with a global approach, look to India, Indonesia, Mexico, and Brazil. These are the four emerging markets with significant scale that will also grow by double digits this year. Over the long term, India remains the most promising. For those seeking a regional strategy, favor Southeast Asia over Latin America.

Brazil and Mexico were excluded from the pilot to avoid upsetting subscribers in its two biggest Latin American markets. The company quickly reversed course amid a public outcry from subscribers. In true Latin American fashion, users protested the changes on social media. The hashtag #ChauNetflix (鈥淏yeNetflix鈥� in English) trended on Twitter not long after.

At 5:14, it is second highest in the world behind Brazil and the Philippines (both at 5:26). South Africa leads the region in music/audio penetration. At 82.8%, the country leads by nearly 6 percentage points (UAE follows at 76.4%). South Africa spends at least 30 minutes more watching broadcast TV than the rest of the region.

Zoom out: Roku's partnership with the NBA to launch a free streaming sports channel and content hub, alongside deals like Amazon's WNBA broadcasts and Peacock's exclusive NFL game in Brazil, underscores the aggressive expansion of streaming services into sports to attract viewers and advertisers. Sensing an opportunity, Fox, Warner Bros.

Brazil-based Nubank鈥攚hich doesn鈥檛 appear in the ranking of banks on social media, because it isn鈥檛 a bank鈥攈as 2.7 million Instagram followers. Chime has three times as many followers as BofA and Chase, at 933,000.

Despite most of Western Union鈥檚 LACA remittance business coming from brick-and-mortar locations, digital channels took off in countries like Argentina, Brazil, and Panama. CFO Matt Cagwin said LACA鈥檚 digital business achieved 鈥渉igh-double-digit, low-triple-digit growth.鈥�. Increased brand awareness.

Although Brazil is the only country in the region to rank among the world鈥檚 top 10 in digital spending, the entire region is still experiencing an ad boom. Five of the Latin American countries we track will be in the global top six for digital growth, and the region as a whole will increase its digital ad spending by 14.0%.

In countries where adoption is highest (e.g., Brazil, India, China, and South Africa), trust is also highest. More than 90% of respondents said they were comfortable with some AI involvement in managerial decision-making at work, per KPMG. Workers are concerned about generative AI. There is a large gap between awareness of generative AI risks and mitigation.

Respondents were from Argentina, Australia, Austria, Brazil, Canada, China, Czech Republic, France, Germany, India, Italy, Malaysia, Morocco, Netherlands, Nigeria, Poland, South Africa, Spain, Sweden, Thailand, Turkey, UAE, UK, and US.

I think it's more the fact that it's main two markets in which Amazon operates in Latin America are in Mexico and Brazil, but it's really... I'll start with Brazil.