Ä¢¹½AV

With a projected $5.58 billion in digital ad spending in 2024, Mexico’s digital ad market is the second-largest in Latin America after Brazil. However, its 61.0% share of total digital ad spending will make the nation stand out on the global stage with the world’s eighth-most digitally penetrated ad market this year.

At $22.25 billion, digital advertising is advancing unabated in Latin America this year. Double-digit gains in video and retail media ad spending, as well as improving economic conditions in Brazil and Mexico, will help take the regional market to new heights. Here are the latest trends you need to know.

Why it matters: Reddit's transformation from an English-centric platform to a multilingual community hub represents a strategic shift in social media dynamics. The platform's machine translation initiative now facilitates cross-language participation in Spanish, French, German, and Portuguese, with plans to expand into 30 additional countries and languages in 2025.

Its penetration in Southeast Asia, Latin America, and the Middle East and Africa exceeds its worldwide figure. Conversely, X (formerly Twitter) and Snapchat are particularly weak in those regions. Click here to view our full forecast for social network user penetration, by country and by platform. If TikTok is banned in the US, its business will rely heavily on Latin America and Southeast Asia.

Digital ad spend in Latin America is set to reach 56.4% of total ad spend in 2025, per Ä¢¹½AV’s forecast. As the region’s digital landscape matures, media quality, and performance are becoming top priorities for advertisers.

It will be another turbulent year for social media in Latin America. As the number of users nears 400 million, declines at Facebook and Twitter will have profound, long-lasting implications for the region’s two biggest markets: Brazil and Mexico.

On today’s podcast episode, our analyst Bill Fisher asks Principal Forecasting Writer Ethan Cramer-Flood, Senior Forecasting Analyst Zach Goldner, and Senior Forecasting Director Oscar Orozco about the most interesting eMarketer international forecasts of the past year, as well as what we can expect for 2025.

Analyze social media platforms’ past and current content moderation practices. Present findings on how generative AI (genAI) dramatically ups the ante for brands to protect themselves from toxic content. Recommend steps marketers should take to mitigate risk.

The Asia-Pacific region’s strict social media rulings could set global precedents directly challenging the growth and expansion of TikTok, Meta, and Snap in growth markets. Key stat: The push for limiting minors’ access to social media is widespread—nearly 7 in 10 adults in Latin America believe minors should be prohibited from using social media, per Ipsos.

Rapid user growth highlights demand for decentralized, ad-free feeds, but scalability and monetization remain critical hurdles for long-term success.

On today's podcast episode, we discuss the significance of a democratic country like Brazil banning X, how it will impact the platform in terms of users and ad dollars, and how advertisers in America are viewing the situation. Tune in to the discussion with host Marcus Johnson, vice president and analyst Jasmine Enberg and analyst Matteo Ceurvels.