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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.

Argentina, Mexico, and Brazil lead, but smaller markets show high growth potential. Opportunities abound for advertisers and retailers. The Latin American digital evolution is influenced by macroeconomic forces and regulatory shifts. While inflation remains a concern, new local regulations will require companies to adapt.

Brazil, India, and the Philippines have the highest rates of remittance users who have sent money via digital apps, per a March 2024 Visa and Morning Consult report. Each country has strong digital payments adoption thanks to homegrown instant payments systems. Uptake is also significant in the US, with more than two-thirds of remittance users sending money internationally via a digital app.

Clover launched in three new markets鈥�Brazil, Mexico, and Australia鈥攊n 2024, which helped propel this growth. This European push will further support payment volume and revenue growth. The bigger picture: Clover also rolled out new products last year, which it can now market across Europe.

Unsurprisingly, consumers in Canada (down 44 points) and Mexico (down 32 points) are particularly disgruntled鈥攂ut so too are those in South Korea (down 38 points), France (down 33 points), and Brazil (down 19 points).

鈥淯S President Donald Trump鈥檚 tariffs will reshape more than a trillion dollars in trade between the world鈥檚 largest economy and Latin America, with key partners like Mexico and Brazil at the center of the discussion,鈥� said our analyst Matteo Ceurvels. US-based brands selling in Latin America may see a significant competitive disadvantage compared to companies from countries.

Millions of users in Brazil flock to the platform, but X鈥檚 potential comeback could steal the spotlight.

Shein, in particular, has worked to raise its profile and boost its credentials in key markets, launching fashion shows and partnering with local celebrities in countries from Brazil to France.

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

There are 5,764 municipalities in Brazil. I want one influencer in each of them,鈥� said CEO Fernando Fernandez. This underscores the growing power of creators, especially among Gen Z. "Our own research shows that social media is Gen Z's favorite place to discover new brands and products," said analyst Rachel Wolff.

There are 5,764 municipalities in Brazil. I want one influencer in each of them,鈥� Fernandez said. Zooming out: The move is part of a broader trend of companies investing in sponsored content on social media. US marketers are expected to spend over $10 billion in influencer-sponsored content in 2025, with 86% of marketers using influencer marketing, per our updated forecast.

Brazil will come next, at 111.8 million. There will be 3 billion gamers worldwide by 2028, mostly in Asia-Pacific. Over one-third of the global population are already digital gamers. Digital gaming is one of the most popular activities in the world. Whether via a mobile device, computer, or console, more than 2.75 billion people will play online games at least once a month this year.

Adoption is highest in the US, the UK, and Brazil, with a combined growth rate of 234% YoY. Three in 10 Tap to Phone sellers are small businesses. Why this matters: Tap to Phone is ideal for lower-revenue businesses, letting them save money by accepting payments on a device they likely already own.