YouTube pushes for TV to be seen by more than 70 million Mexicans

According to Comscore’s CTV (Connected TV) survey, in October 2023, 87% of respondents in Mexico said YouTube was the free streaming service they watched the most, representing an increase of 18 percentage points, compared to the Comscore CTV Survey of October 2022, Nielsen also detailed that until August of this year, in the country 18.4% of the population watched streaming through a screen, but of that universe 9.2% consume YouTube, followed by Netflix with 3.7%; Amazon’s Prime Video with 0.8% and Disney with 0.7%.

“The evolution of our ecosystem in the last year has been enormous and fans have acquired more and more relevance within the ecosystem, becoming a compass for creators and brands, validating all types of movements, from the career of an artist or creator, until the success of a campaign or project,” the company said.

The company cites a survey conducted by Kantar, which indicates that 74% of viewers in Mexico feel a strong connection with creators on YouTube, more than on other platforms: (67%), in addition to being one of the sources of streaming with greater reach within our country, since the platform reached more than 70 million people in Mexico over 18 years of age in July 20244.

“One of the screens that for decades has been placed at the center of Mexican consumption, continues to grow rapidly for YouTube thanks to the increase in the penetration of Smart TVs (televisions connected to the Internet). In fact, in a TAR meta-analysis commissioned from Nielsen, on average, 51.5% of the target audience reached by YouTube was incremental to the reach achieved by TV,” the company notes in its Brandcast 2024 event.

In the previous two years, the company noted that short-form content, around gaming and educational tutorials, dominated the topics on the platform and were audience favorites.

But now one of the most consumed types of topics is ‘fandom’, according to a SmithGeiger study carried out in Mexico, 94% of fans (connected people between 14 and 44 years old who identify as fans) use YouTube to consume content about the person or topic they are a fan of at least once a week.

This growth in fan bases has proven to be proportional to the new generations, Gen-Z is mainly the one who acclaims their favorite content accompanied by creators who are fans of that same phenomenon.

According to this latest study, 59% of Generation Z agree that watching a mass event (such as film awards ceremonies or music festivals streamed online) feels incomplete without the reactions, comments and content around the event.