Of the total universe of those who consume audiovisual media (the percentages correspond to people who consume one or more media at the same time), 85% continue to come from TV, followed by Yotube (77%), Facebook (67%), Instagram (57 %), Netflix (48%), Tik Tok (17%), Twitter (13%), Disney Plus (13%), Twitch (10%), Amazon Prime Video (10%), Pinterest (7%), Linkedin (2%), Pluto TV (2%) and Snapchat (1%). Kantar IBOPE has developed the new Cross Media audience measurement where it brings together all the media and platforms in the same universe and with the same metrics.
Of the most watched series until March, the first was “The Tinder Scammer” on Netflix, followed by “Euphoria” on HBO Max, “Eternals” on Disney+, and “Bridgerton”, “The Marginal”, “Through my window ” and “Ozark” (Netflix). The measurement covers subscription video streaming services (SVOD), free services with inclusion of advertising (AVOD) and services that deliver linear content live and on demand (MVPD/vMVPD).
According to the study, 94% of Argentines have 2 screens (TV and cell phone), 84% have up to 3 (TV, cell phone and notebook or PC) and 38% use 4 screens (TV, cell phone, notebook or PC and tablet). The video content that is most consumed is the tutorial, followed by music, movies, humor and sports.
Behind Argentina is Brazil with 3.45 hours of TV and streaming consumption, followed by Chile, with 3.30 hours, Uruguay with 3.24, Panama with 3.13, Costa Rica with 2.56, Peru with 2.50, Colombia with 2.30, Guatemala with 2.25 and Paraguay with 1.17. Among Argentines, 96% watch some type of online video content monthly, while 67% watch streaming video and 48% have a subscription on some platform.
The study also included cinema. The reopening of theaters reflected more in social conversations that reflect a high interest in commenting on movies on the bill than the habit of approaching the big screen. Cinema has not recovered its pre-pandemic mark, and the public is not returning to theaters with the same interest that is seen in theater or musical shows that sell out stadiums. The people who declared having gone to the cinema are: from 12 to 17 years old: 17%, from 18 to 24 years old: 25%,
from 25 to 34 years old: 31%, from 35 to 44 years old: 13% and from 45+ years old: 14%.
52% of people who go to see a movie go at least once every 2 to 6 months. The 25 to 34-year-old age group chooses Hollywood or action-adventure films, which confirms the strong transformation of recent decades. Those who have been to the movies, 61% also watch Netfix, 24% consume Disney+, 29% watch YouTube Premium, 20% Amazon Prime Video and 5% watch Pluto TV.
Among the most watched films in streaming, “Spiderman: no way home”, “The Batman”, (both on HBO Max) “Licorice pizza” (Youtube), “Dr. Strange in the Multiverse of Madness” (Disney), and “Morbius” (HBO Max).
Source: Ambito
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