Buenos Aires, November 27 (NA) -- The way Argentines consume audiovisual content has transformed into a new paradigm of 'liquid content,' where linear television and streaming platforms do not compete but rather empower each other. Most users combine both worlds, although the large screen remains the heart of consumption. According to a report from Argentine News Agency, the 'Inside Video 2025' report by Kantar IBOPE Media reveals that 94% of Argentines frequently watch TV, with a cumulative reach of 99% over the year.
'The Dual Screen' Generation
The study confirms that consumption is atomized across screens, but the time dedicated varies drastically by age.
Daily Average: The Argentine dedicates 4 hours daily to the TV screen.
Large Screen: 81% of total video viewing time is concentrated on TV or CTV (Smart TV) screens, demonstrating the continued relevance of television as the center of entertainment.
Generation | Daily Viewing Time Silver Generation (+56 years) | Over 7 hours Generation X (40-55 years) | 5 hours 30 minutes Millennials (26-39 years) | 3 hours 30 minutes Youth (Alpha/Centennials) | 2 hours 25 minutes
Coexistence of Formats and SVOD
The strongest trend is the crossover between formats. 53% of Argentines access both the linear TV universe and video platforms, while 47% are subscribed to at least one pay platform (SVOD), with an average of two subscriptions per user.
According to Ariel Hajmi, CEO of Kantar IBOPE Media, the key to the new ecosystem is the interrelation of live, locally-flavored content (news, sports) with on-demand content. This drives the emergence of new business models, such as SAVOD (subscription with advertising), where consumption is free but accompanied by ads.
