São Paulo, July 2026 – Brazil continues to strengthen its position as one of Latin America’s most advanced markets in the evolution of digital video consumption. With users watching an average of four hours of video per day, the rapid expansion of Connected TV (CTV) and consumers managing multiple streaming platforms simultaneously, the country is on track to become the second-largest international FAST (Free Ad-Supported Streaming TV) market by revenue by 2029, surpassing Canada and generating US$14.4 billion in online video revenue, according to projections from Omdia, the London-based technology research and consulting firm.
These findings are part of The State of Digital Video in Latin America 2026 report, which combines proprietary data from global programmatic media company MiQ, market intelligence, and projections from multiple sources to examine how audience fragmentation, the evolution of Connected TV, and changing consumer behaviors are reshaping media and advertising strategies across the region.
The report reveals that television has returned to the center of consumers’ daily lives—but in a new form. Today, 95% of Latin American users access content through Smart TVs, while 45% of all YouTube viewing time in the region now takes place on television, highlighting the convergence of screens and digital platforms.
Consumer preferences are also shifting. According to the report, 59% of Latin Americans prefer advertising-supported models in exchange for free or lower-cost content, reinforcing the continued expansion of AVOD (Advertising Video on Demand) and FAST services.
In Brazil, this trend is accompanied by a highly connected audience. The average Brazilian household now manages 8.2 streaming services, including 4.6 paid platforms and 3.6 free services, reflecting a value-driven approach and a growing demand for flexibility in entertainment consumption.
“With this report, we aim to establish a new benchmark for our industry in Latin America. It brings together one of the most comprehensive studies ever conducted on the evolution of digital video in the region, combining market data, proprietary intelligence, regional benchmarks, and insights from industry leaders to provide a strategic view of the ecosystem,” said Camilo Salah, Vice President of Marketing for Latin America at MiQ.
Connected TV Investment Continues to Grow
The report forecasts that Connected TV advertising investment in Brazil will increase by 23.7% in 2026, fueled by rising video consumption and the development of measurement solutions capable of integrating television, mobile, and desktop viewing.
Another major finding is the transformation of the content discovery journey. Consumers now typically discover content through social media and YouTube, continue browsing on mobile devices, and often complete their viewing experience on Smart TVs. Within this ecosystem, social recommendations and live sports programming have become key drivers of audience acquisition and retention, accounting for one in every three new streaming subscriptions in Latin America.
Although Latin America’s advertising market has already surpassed US$40 billion, with digital channels representing 56.4% of total advertising investment, the report concludes that the biggest obstacle to Connected TV’s continued growth is not audience size, but the industry’s ability to accurately measure reach, frequency, and campaign performance across multiple screens.
Influence Becomes a Permanent Part of the Consumer Journey
In Brazil, where 80% of consumers have purchased products recommended by content creators, influencer marketing has become a permanent component of the purchase decision process. According to MiQ, this reinforces the need for measurement models that evaluate the entire consumer journey, from content discovery through conversion, rather than relying solely on last-click attribution.
“Digital video has evolved into an ecosystem where television, streaming platforms, social media, and mobile devices operate together. The industry’s biggest challenge now is transforming this fragmentation into a unified view of the consumer journey, enabling brands to make smarter decisions and build more effective campaigns,” said Guilherme Assumpção, Managing Director of MiQ Brazil.
The full report, The State of Digital Video in Latin America 2026, is available for download through MiQ, click here.
