According to the latest National Survey of Cultural Consumption, the most consumed genres on streaming platforms are action/adventure (48%) and comedy (40%).
The social media engagement ranking for November is led by the Netflix series "Envidia." This Argentinean comedy, starring Griselda Siciliani, premiered its third season, which explores in even greater depth the protagonist's personal, love, and professional life. The series achieved the highest number of interactions and mentions on social media for the fourth consecutive month.
Second place is taken by "Los Tinelli," the reality show that began airing earlier this year on Prime Video. It shows the life of Marcelo Tinelli and his family, the intimacy and daily life of each family member and person close to the host.
The ranking also includes projects such as "Squid Game," which has three seasons on Netflix, and "El Eternauta," starring Ricardo Darín. Other popular series and movies with high viewership and potential for discussion include "Menem" (Prime Video), "Viudas negras: putas y chorras" (Flow/Prime Video/HBO Max), "División Palermo" (Netflix), "Moana 2" (Disney+), and "Elite" (Netflix).
The measurement, conducted by Kantar IBOPE Media, generated a list of the 20 contents that produced the greatest participation and interaction in recent times, through mentions and hashtags in a tweet, a like, or sharing.
Streaming apps are software platforms that distribute content over the Internet. Examples of apps that facilitate access to content on any device, at any time and anywhere: for video: Netflix, Hulu, Disney+; for music: Spotify, Apple Music, Amazon Music; for live TV: YouTube TV, Sling TV, Hulu + Live TV; for video games: Twitch, Xbox Cloud Gaming, Nvidia GeForce NOW.
The term "streaming" refers to the real-time playback of audio, video, and other multimedia content on a device over the Internet. HDMI ports are increasingly becoming a gateway to on-demand content. The main streaming devices are Roku, Amazon Fire TV, and Google Chromecast, which are also used to connect video game consoles like PlayStation and Xbox. Smart TVs with built-in apps like Netflix and Hulu, as well as mobile devices like smartphones and tablets, and computers with web browsers or installed apps, act as an interface between the streaming service and the screen or speakers.
From the data collected in the survey, it also emerges that 33% of the population covered by the survey accesses science fiction content through online streaming platforms. The National Survey of Cultural Consumption also highlights that depending on age, preferences vary: the action/adventure genre is very strong in several segments, and as age increases, the preference for genres such as documentaries or romantic content rises. All of this suggests that consumption by genre is diversified according to age profile. In line with this, the "OTT Services Directory 2025" mentions that the most appreciated genres by the Latin American audience (not just in Argentina) are comedy (63%), action (58%), and science fiction (55%).
"With the ENCC data, we can clearly see that Argentines have a strong inclination towards action, comedy, and science fiction," said Alejandro Sobrino, Senior Product Manager at Roku.
An expanding industry
The streaming industry in Latin America continues to expand, with more than 830 active platforms and a catalog of over 560,000 productions. While movies dominate the offering (79%), series, which represent 21%, continue to consolidate as a strategic format to attract audiences and generate engagement.
One of the first live streams on the Internet was a radio broadcast of ESPN SportsZone of a game between the Seattle Mariners and the New York Yankees, which was rebroadcast to thousands of subscribers in September 1995. The company that made this technology possible was called RealNetworks. Soon followed streaming technologies such as Apple's QuickTime and Microsoft's Windows Media Player, which offered their own solutions for playing video and audio in real time through devices. However, problems with CPU and bandwidth were major obstacles to innovation at that time. Buffering and connectivity issues also hindered streaming for most residential Internet users. Improvements in broadband technology translated into faster speeds and the ability to transmit more data over the Internet, which was a major advance for streaming as we know it today.
In 2007, Netflix, which had previously operated as a DVD-by-mail service, launched its streaming service, and the "streaming war" officially began.
