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This is the Friday show that gets emailed by Paul Daley reminding it that Argentina won the World Cup. I'm your non-Argentinian host, Marc ... That actually happens, literally every day. I'm your non-Argentinian host, Marcus Johnson. In today's show, is it time for Google to spin off YouTube? Paul Verna:.

Brazil, Mexico, and Argentina will see similar levels of growth in the coming years, but Brazil will lead the pack. By the end of our forecast period, Brazil will have 89.1 million sub OTT users, an extremely large figure that will put the country close to the rarified air of the mega-markets of China, India, and the US.

Nearly 50% of social network users in Thailand will be TikTok users, giving the country the highest TikTok penetration in the world, according to our forecast. The US will rank second, with 45.3% of its social users on TikTok. We expect penetration in the US will be as high as 49.1% by the end of 2026.

Or even if my daughter is watching with me, I've tried to indoctrinate her as a Mets fan, as an Argentina fan, which won the World Cup by the way. Marcus Johnson:. Great. Thank you. Paul Verna:. So she also, despite being of a different generation, I think an ad that's targeted to me that's hitting her is probably having some value.

Was one of those World Cup games the one that Argentina won in the final? Marcus Johnson:. Okay, moving on, moving on. We don't have time for that. Yes, Argentina did win. According to Sportico, the most watched scripted entertainment telecast of the year was the premier of Yellowstone's fifth season, averaging 12 million viewers. Maybe some listeners saw that show.

Latin America’s digital economy is proving resilient despite macroeconomic headwinds. In 2023, marketers and advertisers will focus on reaching consumers across retail media, livestreaming ecommerce, and ad-supported video streaming.

So, places like China and Argentina where there are still double-digit podcast listener growth are really important to them, but beyond that it's kind of hard. I wonder a lot, what is the next thing for Spotify?

Big ones that have been thrown around as targets for them are places like Argentina and China. They've specifically been trying to get a lot of these new users and newer markets into podcasting to make it as big of a new source or popular media format as it has become in the US and UK. So this shows that they're having some success breaking into those newer markets. Marcus Johnson:. Yeah.

It was Argentina. Congratulations. Paul's emailed me six times this week. Paul Verna:. That's it? The week is young, though. Marcus Johnson:. Yes, most of them now go to my spam folder. Story two, the US sheds nearly 6 million pay TV subscribers in 2022, notes a recent Advanced TV article.

Argentina and China I think are the two with the highest listener growth for podcasts. So I think we'll start to see Spotify really expand or push into expanding into those markets. And we'll see if other audiences are as willing to adopt podcasts as US and UK listeners are. Marcus Johnson:. Yeah, that's a brilliant takeaway as well. So scratch the halftime report.